Does it seem logical to you that Twitter is used mostly by young people? I did to me some time ago. It also seemed logical that if you are marketing on Twitter you are probably promoting University programs, youth stores, parties and events, career resources and such. But if you research some of the most popular twitterers in any area you can actually see a very different pattern in terms of targeting by age. So one tip here is - don't underestimate Twitter being able to target more mature audiences.
If you want to know more, here is a very good recent article and stats that confirm this pattern.
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