Econsultancy Affiliate Survey

Econsultancy, a US based Internet marketing think tank, recently released their results from a January 2009 survey of over 500 affiliates. The results were interesting and showed some interesting trends in affiliate marketing. A quick summary of the result is below.

Affiliate Business

• It was apparent that affiliates were either successful or not with not many earning average numbers. 23% earned less than $50 a month and 17% earned greater than $50,000 a month with the remaining affiliates spread throughout the middle.
• Affiliates found that the most useful form of performance marketing to generate revenue was PPC campaigns (48%) followed very closely by true content (46%)
• Text and banners were the top-rated linking methods, with half of the affiliates rating them as the most valuable ways of linking. This was followed by PPC, emails, data feeds, and widgets respectively.
• 36% of affiliates think that in terms of tracking, the last click should receive the commission followed closely by 33% who feel the first cookie should get the commission. The rest of affiliates feel the commission should be split among contributing affiliates.

Networks

• 53% of affiliates prefer a network to have a customized affiliate management system with only 17% finding value in off the shelf or turnkey solutions.
• 26% of affiliates thought that a broad range of advertisers was the most important in choosing a network followed closely at 24% who thought that tracking reliability was most important

Sectors and Merchants

• The quality vs. quantity debate was tackled with 26% of affiliates running 6-10 programs while 22% of affiliates run over 80 programs.

Communication and Resources

• Online forums followed by network provided resources and blogs are the top places that affiliates gather performance marketing information.

Trends

• Affiliates are likely to be positive about the increased use of the mobile Internet. The wider use of cell phones for accessing the Web is seen as an opportunity by 58% of respondents.
• The entrepreneurial spirit of affiliates means they are also more likely to view the economic crisis more as an opportunity than as a threat.
• The arrival of Google in the performance marketing space is more likely to be regarded as an opportunity by US affiliates than a threat. In the UK, the reverse is true with affiliates more likely to view this negatively.

5 Responses to Econsultancy Affiliate Survey

1. Simonn says:

   March 22, 2009 at 2:02 am

   I found your site on Google and read a few of your other entires. Nice Stuff. I’m looking forward to reading more from you.
2. Ruth says:

   March 27, 2009 at 1:45 am

   I recently came across your blog and have been reading along. I thought I would leave my first comment. I don’t know what to say except that I have enjoyed reading. Nice blog. I will keep visiting this blog very often.

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3. Fraud Economy says:

   August 5, 2009 at 1:38 am

   Great! I wish there were more information like this survey. Especially related to Cookie Stealing. It splits about 50/50.
   36% that want to steal a cookie (last cookie rules) vs. 33% affiliate that think the first cookie should get the credit
4. Super Affiliate Resource Center says:

   December 9, 2009 at 2:57 pm

   This is an extremely useful survey results, it gives affiliate marketers a better idea of what works for most. Although 500 surveyed is quite small for statistical data it does prove some theories that most have known all along about what advertising venues work the best to generate affiliate income.
5. Work Jobs From Home says:

   May 4, 2010 at 4:19 am

   Thanks for this survey. Very informing for every affiliate marketer.