The report found emoji are used by 92 percent of the online population, with gender being a larger factor in emoji use than age. To be specific, 78 percent of women are frequent users of emoji (using them several times per week), while only 60 percent of men use emoji as frequently.
The report found the biggest reasons consumers use emoji are to help them more accurately express what they’re thinking, and to make it easier for other people to understand them.
Via its sentiment data platform for brands, Emogi combines ads with emoji to provide real-time emotional intelligence data to digital advertisers. In these ads, consumers are asked to react to ads by clicking emoji. According to the report, these Emogi-enabled ads have a 9.2 percent click rate on average, compared to the industry average 0.4 percent click through rate.
By analyzing the type of emoji users select in these digital ads, Emogi discovered the cognitive and emotional reasons users may select positive emoji. Interestingly, when visitors use a positive emoji, they state cognitive reasons for doing so, rather than emotional. These may include the ad being relevant to them, the ad being interesting or the content being important to them.
However, users likely to click through the ad do so for emotional reasons, rather than cognitive ones. According to the report, these emotional reasons include consumers enjoying giving their opinion, the ad being different than other ads and the ad stirring their emotions.
On the other side of the spectrum, three major factors were shown to impact the user’s decision not to select a positive emoji: the ad is not engaging (cognitively or emotionally), the ad is not clear or the user is uncomfortable with emoji themselves.
By analyzing this emoji data, Emogi can also determine how likely it is someone might purchase a product. It’s no surprise, selecting ‘very positive’ or ‘positive’ emoji indicates a greater likelihood of being interested in or purchasing a product than a neutral reaction.
Check out Emogi’s infographic below for more, or read its full report here.