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Our Methodology
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Learn More →Affiliate Marketing Consumer Attitudes 2024
Creators Are Dragging Affiliate Into New Territory
Table of Contents
Executive Summary
A word on the high-level changes affecting affiliate marketing
More than half of US consumers are aware of affiliate marketing
Consumers run into affiliate marketing in many places
There are significant generational differences in how affiliate ads and content are noticed
Affiliate content is at parity with other ad formats in consumers’ eyes
Affiliate content is about as trustworthy as most other kinds of advertising
Affiliate content is about as influential as most other kinds of advertising
Consumers see creators as more influential on social
What it all means
Methodology
EMARKETER Interviews
Media Gallery
About This Report
Our survey found that consumers have a broadly favorable view of affiliate marketing. However, there are significant differences in how each generation encounters and considers affiliate ads.
Table of Contents
Executive Summary
A word on the high-level changes affecting affiliate marketing
More than half of US consumers are aware of affiliate marketing
Consumers run into affiliate marketing in many places
There are significant generational differences in how affiliate ads and content are noticed
Affiliate content is at parity with other ad formats in consumers’ eyes
Affiliate content is about as trustworthy as most other kinds of advertising
Affiliate content is about as influential as most other kinds of advertising
Consumers see creators as more influential on social
What it all means
Methodology
EMARKETER Interviews
Media Gallery
Despite its uncomplicated value proposition, affiliate marketing is in a constant state of reinvention. Our survey of 1,378 US consumers about their attitudes toward advertising and privacy identified a number of trends that could shift the balance of power in affiliate.
Key Question: How do consumers encounter and view affiliate content, and how do they feel about it?
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Key Stat: Less than half of millennials (45.3%) and less than half of Gen Zers (46.6%) said they have seen affiliate content on websites.
authors
Max Willens
Contributors
- Na Li
- Director, Primary Research
- Evelyn Mitchell-Wolf
- Senior Analyst, Digital Advertising & Media
- Jennifer Pearson
- Yoram Wurmser
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