Key stat: 73% of US Gen Zers say they make online purchases from creators, compared with 66% of millennials and 59% of adult consumers overall, according to June 2024 data by LTK.

Beyond the chart:

• Younger generations view creator-driven advertising, such as affiliate content, more favorably. Nearly 40% of Gen Z find affiliate ads at least moderately influential, per our “US Consumer Attitudes on Advertising and Privacy” survey.
• US affiliate marketing spend exceeded $10 billion for the first time this year, and is expected to grow 11.9% next year, per our August 2024 forecast.

Use this chart: Advertisers looking to engage Gen Z or millennials can use this chart to advocate for greater investment in creators. Retailers and brands can also evaluate the value of creators in their in-store and online strategy.

Related EMARKETER reports:

• Affiliate Marketing Consumer Attitudes 2024 (Subscription required)
• Creator Economy Revenues Forecast 2024 (Subscription required)

Methodology: Data is from the August 2024 LTK "Festive Forecast: 2024 Holiday Shopper Study." 1,125 US consumers were surveyed online during June 24-25, 2024.