Market Data

Affiliate Census 2011

By Econsultancy,

The UK Affiliate Census 2011, which is carried out in association with A4u and sponsored by Commission Junction and Argos, is the most detailed study available about the make-up of the affiliate community.

The report is essential reading for those who want to know more about affiliates, including how much revenue they are generating, how they are getting their traffic and which linking methods they are using.

The 55-page report, based on a survey of more than 300 affiliates, looks in detail at the nature and quality of relationships affiliates have with networks and merchants.

Many of the key findings are broken down by 'full-time' and 'part-time' affiliates, and this year's data is compared with the findings from the 2009 Affiliate Census.

Please note that Econsultancy also published the US Affiliate Census in 2009, based on a survey sponsored by MediaTrust. 

The ongoing aim of the Affiliate Census is to shed more light on an industry which drives billions of pounds in online sales annually.

Highlights from the findings include:

  • Almost half of affiliates (46%) surveyed now work full-time in the industry, a large increase from 34% in 2009.
  • Affiliates are significantly more likely to have good communication with their most valuable merchants than in previous years, up from 20% in 2009 to 30% this year.
  • More than a third of affiliates (35%) say that content is the most important category, far ahead of pay-per-click (15%) in second place.

Table of contents

  1. Foreword by Sponsors
  2. Foreword by A4u
  3. Executive Summary and Highlights
  4. Methodology and partners
    1. About Econsultancy
    2. About Affiliates4u
    3. About Commission Junction
    4. About Argos
  5. Findings
    1. Profile of affiliates
      1. Age
      2. Gender
      3. Level of education
      4. Full-time, part-time or hobbyist
      5. Self-employed, employer or employee
      6. Time spent on affiliate marketing activities
      7. Length of time as an affiliate
    2. Scale of business and commissions
      1. Revenue from affiliate marketing
      2. Change in affiliate commissions
      3. Spend on driving traffic to web properties
      4. Amount of traffic driven to merchants
    3. Affiliate categories and linking methods
      1. Most important affiliate categories
      2. Single most important category
      3. Most effective linking methods
    4. Last click model and de-duplication
      1. Perspective on last-click wins model
      2. Effect of merchant de-duplication
      3. Lost revenue from de-duplication
    5. Networks
      1. Top networks for generating revenue
      2. Most important criteria for assessing networks
    6. Merchants and sectors
      1. Location of merchants
      2. Most widely promoted sectors
      3. B2B or B2C
      4. Number of advertisers promoted
      5. Reasons for not promoting a merchant
      6. Reasons for dropping a merchant
      7. In–house affiliate programmes
      8. Number of direct partnerships with merchants
      9. Reasons for working with merchants directly
      10. Reasons for not working with merchants directly
      11. How can merchants do more to demonstrate loyalty to affiliates?
    7. Communication and resources
      1. Resources for affiliate marketing information
      2. Level of communication with merchants
      3. IAB Affiliate Marketing Council
      4. IAB regulations and best practices
      5. How could communication between affiliates and different stakeholders in the industry be improved?
    8. Industry trends
      1.  Level of optimism around future of the affiliate industry
      2. Relative impact of industry trends
      3. What trends are significant for your business and why?
      4. What is the single biggest threat to the affiliate marketing industry?
  6. Appendix
    1. Involvement in affiliate marketing
    2. Geography
    3. Promoting merchants in the UK

Download a copy of the report to learn more.

A free sample is available for those who want more detail about what is in the report.


  • Pdf SAMPLE: Affiliate Census 2011 (633 KB PDF)
  • Pdf Disabled Affiliate Census 2011 (1.59 MB PDF)

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