Global Study: Social Is Reshaping the Path to Purchase as Consumers Embrace Short-Form Video and Human Influencers
Key Highlights
- ➤26% of consumers research products on social media globally
- ➤25% of consumers purchased through social media in the past year
- ➤38% say short-form video ads can prompt clicks or purchases
- ➤Mega-influencers influence 49% of consumers’ purchase decisions globally
- ➤37% respond negatively to brands using AI-generated influencers
Expert Statements
Mark Zagorski, CEO of DoubleVerify
“Social has fundamentally changed how brands and consumers connect”
Mark Zagorski, CEO of DoubleVerify
“As these platforms become more central to the entire customer journey, advertisers have an opportunity to create stronger connections but doing so requires greater clarity into where and how their investments are working.”
Mark Zagorski, CEO of DoubleVerify
“As social moves further down the funnel, advertisers are asking more of their investments”
Mark Zagorski, CEO of DoubleVerify
“Reach still matters, but marketers also need to know whether those investments are driving results and appearing in environments that are right for their brands. Consistent measurement and transparency across social platforms are critical to making that possible.”
NEW YORK, Oct. 14, 2026 (GLOBE NEWSWIRE) -- DoubleVerify (“DV”) (NYSE: DV), the leading software platform to verify media quality, optimize ad performance and prove campaign outcomes, today announced the release of its 2026 Global Insights Report, Scroll, Stop and Shop: Walled Garden Trends. The report examines how social and walled garden platforms are evolving into full-funnel channels, offering advertisers new insights into how consumers engage, research and purchase and how marketers can respond. The report draws on global surveys of 22,000 consumers and 2,020 marketers along with additional DV data.
“Social has fundamentally changed how brands and consumers connect,” said Mark Zagorski, CEO of DoubleVerify. “As these platforms become more central to the entire customer journey, advertisers have an opportunity to create stronger connections but doing so requires greater clarity into where and how their investments are working.”
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