Are you in the course of mapping out your 2026 digital advertising and marketing technique?
This can assist.
Digital analytics supplier DoubleVerify has revealed its newest collection of “International Insights” reviews, which contains responses from over 22k customers, and nearly 2k entrepreneurs, sharing their experiences with social media, AI, on-line purchasing, and extra, which may assist to information your pondering as to which platforms and approaches must be your focus.
You may obtain DV’s full International Insights reviews right here (with electronic mail sign-up), however on this submit, we’ll check out a number of the key notes.
First off, the report seems at the preferred social media platforms amongst respondents:
As you possibly can see, YouTube, Fb and Instagram prepared the ground in general utilization, with TikTok, X, LinkedIn and Pinterest decrease down the record. This largely displays the identical discovering that Pew Analysis just lately revealed when it comes to general social media utilization, although I do suppose {that a} key variance that’s not captured in these client surveys is time spent. As a result of whereas all of us in all probability open Fb to verify in on what family and friends have posted, I think that we’re all additionally spending rather more time in different apps.
That nuance isn’t coated in a binary “Which social media platforms do you utilize?” question.
(Be aware: Threads and Bluesky had been additionally not included as an possibility on DV’s record of social platform choices.)
The report additionally seems at how customers use social media for information consumption, which may influence the circulation of data, and affect voting behaviors.
Youthful customers prioritize social media, however older customers nonetheless put TV information and devoted information web sites larger of their priorities. So subsequent time you’re questioning why that outdated celeb is fronting some new TV present, know that the viewers watching TV can be older.
The report additionally seems at how individuals use social platforms for product analysis, and their prime sources within the pre-purchase part.
Be aware that the query right here pertains to product analysis, not discovery, so it’s not shocking that social media is additional down the record. However I think that when it comes to consciousness, if the query associated to when customers first found a product, social can be larger.
The report additionally seems on the rising affect of social media influencers, and the way they assist information buy selections.
As per the report:
“Over 58% of surveyed customers acknowledged that they work together (observe, like, share, remark) with influencers, particularly micro influencers (24%). The lower-funnel power of those interactions can be excessive – 54% of customers reported that social media influencers influence their buy selections.”
So influencers are driving extra response and exercise over time, with extra individuals turning to influencers to be taught extra about related merchandise, or studying about merchandise from influencer content material. A worthy observe.
The report additionally seems on the rise of social commerce, which is steadily gaining traction world wide:
Although as you possibly can see, adoption of social commerce is larger in Asian markets, with Western customers nonetheless largely sticking to totally different apps and instruments for various features, versus built-in social media purchasing experiences.
Why is that? I don’t know, nobody does. Plainly Asian customers simply have a desire for maximizing in-app utility that Western customers don’t, although there’s additionally a broader query of belief in social commerce, and ranging regulatory approaches.
The report additionally contains insights into how entrepreneurs are making use of social apps, and which platforms present one of the best leads to totally different classes.
There are additionally insights into AI adoption amongst customers and entrepreneurs, with increasingly more individuals now encountering AI-generated content material, blurring the traces between what’s actual and what’s not.
There are some fascinating notes right here, not as in-depth as I would love, extra skimming the floor on a few of these tendencies. However fascinating nonetheless, which may inform your digital advertising and marketing planning for 2026.
You may obtain DoubleVerify’s full International Insights reviews right here (with electronic mail sign-up).
