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.
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?
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.
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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
Vice President, Lead Generation and Partnership Strategy
Interviewed June 11, 2024
Chris Lloyd
StackCommerce
COO
Interviewed June 11, 2024
Lauren Newman
Red Ventures
Executive Vice President, Media and Commerce
Interviewed June 7, 2024
Jim Nichols
Exclamation Marketing Solutions
Founder
Interviewed June 4, 2024
Kristen Pulver
Horizon Media
Vice President, Performance Media
Interviewed June 4, 2024
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Different Generations Encounter Affiliate Content in Different Places (% of US consumers who encounter affiliate ads online, by category/channel, May 2024)
Different Generations Encounter Affiliate Content in Different Places (% of US consumers who encounter affiliate ads online, by category/channel, May 2024)
Consumers Find Affiliate Ads to Be Among the Least Intrusive (% of US consumers who noticed each ad type and described it as at least "very intrusive," May 2024)
Different Generations Encounter Affiliate Content in Different Places (% of US consumers who encounter affiliate ads online, by category/channel, May 2024)
Consumers Find Affiliate Ads to Be Among the Least Intrusive (% of US consumers who noticed each ad type and described it as at least "very intrusive," May 2024)