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Here Are 9 Fascinating Digital Marketing Stats From the Past Week

Facebook lurkers and wearables users are increasing

It was another interesting week in marketing data. Getty Images

We've selected nine of the most interesting digital marketing stats from the past seven days. Enjoy them below:

1. Facebook users are becoming lurkers. A new GlobalWebIndex report said 34 percent of Facebook users posted a status update during the third quarter—meaning 66 percent didn't post one at all during a three-month period. That's down from 50 percent of users updating their Facebook statuses during the same period the year before. No big deal or canary in the proverbial coal mine? Stay tuned.

2.The same GlobalWebIndex study found that while Facebook users were using an average of 2.5 social networks in 2012, that number has since increased to 4.3.

3. Here is one more stat from GlobalWebIndex, which interviewed 200,000 consumers across 34 markets for its Q3 study. While Facebook has the biggest worldwide membership of any social platform, it is not the most-visited social platform—YouTube is. YouTube is No. 1 for visitation, with 81 percent of respondents having gone to the video platform at least once last quarter compared to Facebook's 80 percent.

4. By the end of this year, 39.5 million U.S. adults will have utilized wearables such as smartwatches and fitness trackers, a 58 percent jump over last year, according to data from eMarketer, which expects wearables usage to more than double by 2018 to 81.7 million users.

5. Forty-one percent of those surveyed by Social Media Link say it takes between one and four digital product reviews to get them to buy.

6. Invoca found that 58 percent of Gen Y consumers consider themselves to be addicted to their smartphones. The company's mobile-minded report also said that 66 percent of millennials are likely to contact a business by placing a call versus 22 percent who are likely to use social media.

7. Mobile might be the future of marketing, but Wall Street could be more impressed. Digi-Capital's report late last week revealed that "mobile Internet" stocks were down 15 percent during the third quarter.

8. GfK and the Institute for International Research (IIR) surveyed more than 700 market researchers  and suppliers. When asked what their single most important source of data for insights creation will be two years from now, 30 percent of clients and 27 percent of suppliers chose "consumer-specific data collected passively." The most common example for "passive data" is the use of cookies on a consumer's computer to capture Internet browsing history.

9. Coca-Cola recently tested Facebook's new promo unit Slideshow in Kenya and Nigeria for two weeks and reached 2 million consumers, raising brand awareness by 10 points for its Coke Studio Africa project. Instead of video, the ad unit uses photo slideshows. It is targeted at emerging markets where consumers have older phones—not iPhones or Androids—and sometimes have slower connection speeds. The ads also use less data than videos. (Conserving data is a bigger issue in places like Africa than it is in other markets.)

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