Report: Social Media Purchases Drop to 25% from 30%

A report titled "Scroll, Stop and Shop: Walled Garden Trends" issued by DoubleVerify revealed that 25% of consumers bought through social media platforms during the past year, down from 30% in the previous year, according to Advanced Television.

The study included a survey of 22,000 consumers in 21 countries and 2,020 marketers in 25 countries via Sapio Research.

Short-form video ranked at the top of formats driving consumers to action at 38% globally, ahead of long-form pre-roll video at 31% and in-feed ads at 25%.

Additionally, 49% of consumers stated that influencers with over a million followers have become the most influential group in purchasing decisions, compared to 48% for macro-influencers and 47% for micro-influencers, with greater impact in Latin America and Asia-Pacific. Meanwhile, 37% of consumers believe that brands using AI-generated influencers leaves a negative impact, compared to 29% who view it positively.

What Do These Terms Mean?

Walled Garden: A closed platform such as Facebook, Instagram, or TikTok whose data and advertising tools are managed internally.

Short-form Video: Short visual content lasting seconds or minutes that typically appears inside vertical feeds.

Mega-influencer: A content creator with more than a million followers who holds broad impact on purchasing decisions.

Pre-roll: A short ad shown before playing the requested video clip.