DoubleVerify report shows social media as a direct path to purchase

The 2026 Global Insights Report by software platform DoubleVerify (DV) reveals that social media and walled garden platforms are evolving into full-funnel channels. The report, based on surveys of 22,000 consumers and 2,020 marketers by Sapio Research, highlights how these platforms now facilitate the entire consumer journey from discovery to purchase.

Key findings indicate that approximately 26% of global consumers use social media for product research, while 25% have made a purchase through social media in the past year. Additionally, 38% of consumers state that social media advertisements can encourage brand purchases.

Short-form video, including formats like TikToks, Reels, and Shorts, has emerged as a leading driver of consumer action, with 38% of respondents noting it prompts clicks or purchases. This format is particularly effective in Latin America (49%) and the Asia-Pacific region (47%) compared to EMEA (29%) and North America (27%).