ArticlesPricing

Products

See All Solutions →
By ProductEMARKETER PRO+Analyst Access Program
By Use CaseDetermine Market SizingDevelop StrategiesAllocate BudgetBenchmark PerformanceWin New BusinessDevelop Go-to-Market StrategyStay InformedThought LeadershipSee All Use Cases →
Advertising & Sponsorship
Boost your brand and generate demand with media programs.
Learn More →

Events & Resources

Learning Center
Read through guides, explore resource hubs, and sample our coverage.
Learn More →
Events
Register for an upcoming webinar and track which industry events our analysts attend.
Learn More →
Podcasts
Listen to our podcast, Behind the Numbers for the latest news and insights.
Learn More →

Topics

See All Topics →
Advertising & MarketingSocial MediaContent MarketingEmail MarketingVideoBrowse All →
Ecommerce & RetailEcommerce SalesMcommerceRetail SalesSocial CommerceBrowse All →
Financial ServicesBankingPaymentsFintechWealth ManagementBrowse All →
GeographiesAsia-PacificCentral & Eastern EuropeLatin AmericaMiddle East & AfricaNorth AmericaWestern Europe
HealthValue-Based CareDigital TherapeuticsTelehealthOnline PharmacyBrowse All →
TechnologyConnected Devices5GArtificial Intelligence (AI)Browse All →
More IndustriesReal EstateCustomer ExperienceB2BTravelSmall Business (SMB)Browse All →

Latest Articles

Explore our Research →

Nonessential spending slumps amid tariff price hikes

Article |
 Jul 15, 2025

JIC’s measurement audit shows a sector diversifying beyond Nielsen

Article |
 Jul 15, 2025

Marketers rush to unify social, CTV strategies

Article |
 Jul 15, 2025

Search engines reign, but social has standing in Latin America

Article |
 Jul 14, 2025

Timing, targeting, and transformation: Inside Every Man Jack’s full-funnel strategy

Article |
 Jul 14, 2025

Why commerce media networks have grown so quickly

Article |
 Jul 14, 2025

Levi Strauss streamlines product assortment to maximize profits amid uncertainty

Article |
 Jul 14, 2025

Google acqui-hires Windsurf to boost AI coding amid tech talent war

Article |
 Jul 14, 2025

Powerful but toxic: Why marketers might skip Grok despite AI edge

Article |
 Jul 14, 2025

CTAs lead the way in email engagement tactics

Article |
 Jul 11, 2025
Browse All →

About

Our Story
Learn more about our mission and how EMARKETER came to be.
Learn More →
Our Clients
Key decision-makers share why they find EMARKETER so critical.
Learn More →
Our People
Take a look into our corporate culture and view our open roles.
Join the Team →
Our Methodology
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More →
Newsroom
See our latest press releases, news articles or download our press kit.
Learn More →
Contact Us
Speak to a member of our team to learn more about EMARKETER.
Contact Us →
EMARKETER

Affiliate Marketing Consumer Attitudes 2024

Creators Are Dragging Affiliate Into New Territory

Report by Max Willens  |  Jul 18, 2024
Download
Report
Crosstabs
Deck
Executive Summary
Share
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.
Topics
Consumer Behavior
Social Commerce
Digital Advertising
US
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?

Different Generations Encounter Affiliate Content in Different Places (% of US consumers who encounter affiliate ads online, by category/channel, May 2024)
E-Mail ChartDownload

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.

Here’s what’s in the full report

4files

Exportable files for easy reading, analysis and sharing.

7charts

Reliable data in simple displays for presentations and quick decision making.

9expert perspectives

Insights from industry and company leaders.

    Table of Contents

    1. Executive Summary
    2. A word on the high-level changes affecting affiliate marketing
    3. More than half of US consumers are aware of affiliate marketing
    4. Consumers run into affiliate marketing in many places
    5. There are significant generational differences in how affiliate ads and content are noticed
    1. Affiliate content is at parity with other ad formats in consumers’ eyes
    2. Affiliate content is about as trustworthy as most other kinds of advertising
    3. Affiliate content is about as influential as most other kinds of advertising
    4. Consumers see creators as more influential on social
    5. What it all means
    1. Methodology
    2. EMARKETER Interviews
    3. Media Gallery

    Charts in This Report

    Different Generations Encounter Affiliate Content in Different Places (% of US consumers who encounter affiliate ads online, by category/channel, May 2024)A Majority of US Consumers Have Noticed Affiliate Ads (% of US consumers, May 2024)
    Social Media and the Web Are the Two Most Common Places People Notice Affiliate Ads (% of US consumers, 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)
    A Slim Majority of US Consumers Trust Affiliate Ads at Least Sometimes (% of US consumers, May 2024)Gen Z Is Far More Likely Than Boomers to Find Affiliate Ads at Least Moderately Influential (% of US consumers, May 2024)
    Publishers Are Much Less Effective at Driving Purchases on Social Than Other Accounts (% of US social media users, March 2024)

    Interviewed for This Report

    Li Haslett Chen
    Howl
    Founder and CEO
    Interviewed June 14, 2024
    Renee Christensen
    Acceleration Partners
    Senior Director, Data and Analytics Strategy
    Interviewed June 25, 2024
    Kerry Curran
    RBM Advisors
    Founder
    Interviewed June 28, 2024
    Karen Garcia
    Lab6 Media
    Partner and CEO
    Interviewed June 11, 2024
    Wendy L. Herzberg
    Kinesso
    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

    authors

    Max Willens

    Contributors

    Na Li
    Director, Primary Research
    Evelyn Mitchell-Wolf
    Senior Analyst, Digital Advertising & Media
    Jennifer Pearson
    Yoram Wurmser
    Already have a subscription?Sign In

    Access All Charts and Data

    Gain access to reliable data presented in clear and intelligible displays for quick understanding and decision making on the most important topics related to your industry

    Become a Client
    Unlock Unlimited Insights with PRO+
    Schedule a Demo