How are Americans connecting, shopping, and making decisions online? The 2026 DGTL Study delivers fresh U.S. consumer insights into digital behavior, social media shopping trends, influencer marketing, and the growing role of artificial intelligence in shaping today’s online discovery and engagement.
Brands and Influencers as Guides
People now look to brands and influencers to introduce them to new ideas, products, and experiences. Social platforms have become discovery engines, where inspiration often leads directly to purchase.
Shopping Moves Social
More than one in three Americans shop live on social media at least once a month. This shows how platforms like Instagram, TikTok, and YouTube have evolved beyond entertainment into real-time marketplaces. Shopping no longer begins at a search bar, it often starts in a live stream or product showcase embedded in a feed.
Influencers Build Brand Perception
Almost half of Americans say they feel more positive about a brand when it is promoted by an influencer. This reinforces the idea that influencers are not just marketing partners but trust brokers. A recommendation from a creator feels more personal, blurring the line between entertainment, advice, and advertising.
The Influencer Formula
Followers overwhelmingly prefer unscripted, authentic content over polished productions. The top categories consumers follow are music and entertainment, food and cooking, health and wellness, and fashion. These are spaces where credibility and relatability matter most, giving influencers a unique ability to connect with audiences. For brands, the opportunity lies in partnering with the right creators to extend trust, amplify messaging, and drive purchase decisions in ways that traditional ads often cannot.
AI is the Future of Search
Artificial intelligence tools such as ChatGPT are now part of everyday life. Many consumers use them weekly, and nearly half hold a positive perception of these technologies. For brands, this shift means visibility must go beyond search engines. To stay relevant, they need to show up in AI-powered conversations, where consumers are increasingly asking questions, seeking advice, and making decisions.
What This Means for Brands
Consumers are signaling a clear direction. Social media is no longer just for sharing; it is a shopping channel. Influencers provide credibility and brand lift that ads often struggle to achieve. And AI is changing the way discovery itself happens. For brands, success in 2026 and beyond depends on being ready for this new era of digital discovery.
The future of digital discovery is already here, and it offers exciting opportunities for those ready to meet consumers where they are. Connect with Leger USA to learn more about how we can help your brand stay ahead.
