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As more web traffic measurement firms release their January traffic data, the results are all point to the same trend: Facebook is continuing to gain more monthly users in the United States. Compete updated its site with January statistics today, and the numbers show that it is also gaining on big web rivals.

Facebook grew from 132 to 134 million monthly active users over the course of the month. That’s not the fastest growth the firm has shown for Facebook, but it’s notable because Yahoo fell slightly to 132 million over the same period. Google still has the most, at 148 million, but its growth is happening more slowly. The other big piece of data, as Compete notes on its blog today, is that Facebook continues to increase its share of overall attention among US users, coming in at 11.6%. This is possibly at the expense of sites including Google and Yahoo, as their share of attention fell slightly to 4.1% and 4.25%, respectively.

Consumer packaged goods marketers have incorporated online video content into their marketing strategies in a variety of ways—on YouTube channels, video blog posts, content sponsorships and product placement. Typically, marketers deploy online video content in the form of short video clips, the majority of which are no more than 2 minutes long. The clips are sometimes repurposed TV ads, but increasingly they are edited versions of TV spots or original video content created by the marketer or even consumers.

“Boomers expect that technology will help them live longer and better lives and keep them connected to family, friends, co-workers and, eventually, healthcare providers,” said Ms. Phillips. “To fulfill these expectations, boomers are turning to social media, where they keep up their offline social connections and make new ones. Online marketing messages that help them build on their connections—and foster other online relationships—will get their interest.”