Are you within the strategy of growing your digital advertising technique for 2026?
That is useful.
Digital analytics supplier DoubleVerify has printed its newest ‘International Insights’ report sequence. The report incorporates responses from greater than 22,000 customers and practically 2,000 entrepreneurs who share their experiences with social media, AI, on-line procuring, and extra to assist information your desirous about which platforms and approaches to deal with.
Obtain DV’s full International Insights report right here (e-mail signup required). On this submit, we are going to have a look at a few of the necessary notes.
First, the report examines the preferred social media platforms amongst respondents.
As you may see, YouTube, Fb, and Instagram cleared the path when it comes to general utilization, whereas TikTok, X, LinkedIn, and Pinterest are decrease down the record. Whereas this largely displays the identical findings lately launched by Pew Analysis relating to general social media utilization, I consider the necessary distinction not captured in these shopper surveys is time spent. As a result of whereas we’re in all probability all on Fb to take a look at our family and friends’s posts, we’re additionally seemingly spending extra time on different apps.
That nuance shouldn’t be lined by the dichotomy of “What social media platforms do you employ?” question.
(Word: Threads and Bluesky had been additionally not included as choices in DV’s record of social platform choices.)
The report additionally examines how customers use social media for information consumption, which might affect the move of data and affect voting habits.
Youthful customers prioritize social media, however older customers nonetheless prioritize TV information and devoted information web sites. So, the following time you marvel why that previous movie star stars in a brand new TV present, know that the viewers watching TV is older, too.
The report additionally examines how folks use social platforms for product analysis and the first sources of data through the pre-purchase stage.
Word that the query right here shouldn’t be about product discovery, however about product analysis, so it is no shock that social media is low on the record. Nevertheless, when it comes to consciousness, I feel social is perhaps greater if the query is about when the patron first found the product.
The report additionally explores the rising affect of social media influencers and the way they’re serving to drive buying selections.
Based on the report:
“Greater than 58% of customers surveyed mentioned they work together (comply with, like, share, remark) with influencers, particularly micro-influencers (24%). The power of the decrease funnel of those interactions can also be excessive, with 54% of customers reporting that social media influencers affect their buying selections.”
As such, influencers are driving extra reactions and exercise over time, and extra persons are turning to influencers to study extra about related merchandise or studying about merchandise from influencer content material. A precious be aware.
The report additionally explores the rise of social commerce, which is steadily gaining momentum around the globe.
Nevertheless, as you may see, social commerce adoption is rising in Asian markets, and Western customers nonetheless use completely different apps and instruments for various capabilities, versus an built-in social media procuring expertise.
why is that? I do not know, nobody is aware of. Asian customers, in contrast to Western customers, solely appear to favor maximizing in-app utility, however there are additionally broader points with belief in social commerce and completely different regulatory approaches.
The report additionally consists of insights into how entrepreneurs are utilizing social apps and which platforms are delivering the most effective leads to completely different classes.
There are additionally insights into the adoption of AI amongst customers and entrepreneurs, with increasingly folks encountering AI-generated content material, blurring the strains between what’s genuine and what’s not.
There are some fascinating notes right here, nevertheless it’s not as detailed as I would really like, simply skimming the floor of a few of these developments. Nevertheless it’s nonetheless fascinating and might be helpful on your 2026 digital advertising plan.
DoubleVerify’s full International Insights report could be downloaded right here (e-mail signup required).
