Observed Signal · Oct 14, 2026 · Market Signal · Source: DoubleVerify · Impact: 2/5
Global Study: Social Is Reshaping the Path to Purchase as Consumers Embrace Short-Form Video and Human Influencers
DoubleVerify (DV) released its 2026 Global Insights Report, 'Scroll, Stop, and Shop: Walled Garden Trends', based on surveys of 22,000 consumers and 2,020 marketers. The study shows social media is reshaping consumer purchase paths, with one in four consumers having bought via social media in the past year. Short-form video ads are the most effective format, prompting nearly 40% of consumers to click or buy. Influencers, particularly mega-influencers (influencing 49% of consumers' purchase decisions), play key roles. However, consumers are skeptical of AI-generated influencers, with nearly 40% reacting negatively. Marketers cite reaching the right audience as their biggest challenge, and regional differences are notable, with LATAM and APAC showing stronger social influence on purchasing.
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Key Takeaways & Evidence Grounding
- DoubleVerify's 2026 Global Insights Report, based on surveys of 22,000 consumers and 2,020 marketers, highlights social media as a direct purchase path.
- One in four consumers globally made a purchase via social media in the past year.
- Nearly 40% of consumers say short-form video ads prompt them to click or purchase.
- Mega-influencers influence purchase decisions of 49% of consumers globally.
- Nearly 40% of consumers respond negatively to brands using AI-generated influencers.
Connected Companies & Entities
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Publicis Study: Influencers Drive Purchase Decisions
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