Executive summary
Consumers who bought on a social platform in the past 12 months fell to 25% from 30%, and those saying influencers affect their purchases fell to 48% from 54%. Marketers citing audience reach as their top social challenge fell to 40% from 46%.
Key findings
- 25% Social purchasing fell
Down from 30% in the 2025 edition. - 48% Influencer sway fell
Down from 54%; mega-influencers (over 1 million followers) significantly affect purchases for 25%, versus 18% for macro and micro influencers. - 40% Audience reach is a smaller worry
Marketers citing it as the top social challenge, down from 46%. - 29% / 37% AI influencers split opinion
Positive versus negative reaction to an obviously AI influencer; 39% / 25% for a human with AI assistance.
Methodology
Fieldwork in February 2026 by Sapio Research through online partner panels: consumers in 21 countries (margin of error ±0.7 points) and marketers in 25 countries (±2.2 points), at 95% confidence. Regional platforms were surveyed only in their home regions.
DoubleVerify emailed “Scroll, Stop and Shop: Walled Garden Trends” on October 14, 2026; the PDF’s metadata shows creation on October 7. PPC Land summarised it.
How to read it
DoubleVerify sells ad measurement, and Nielsen agreed in August 2026 to acquire it, which the report does not mention. PPC Land notes the 2025 question wording is not reproduced, so declines may partly reflect changed questions, and that platform usage figures jumped in ways the report does not reconcile.