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© 2019 Adobe. All Rights Reserved. Adobe Confidential.
Adobe Emoji Trend Report
July 2019
© 2019 Adobe. All Rights Reserved. Adobe Confidential.
The Emoji Effect
2
Emojis have become a cultural phenomenon – shaping the way we express ideas and
emotions across languages, friends and generations. Emoji users believe emojis make
conversations more fun and make people more approachable and likeable. However, they
overwhelmingly want more inclusive emojis that reflect themselves and look to the future as
an opportunity for continued expansion and development.
In celebration of the cultural phenomenon of emoji, Adobe is exploring the impact of this
emerging digital language on our lives, relationships and communications ahead of World
Emoji Day.
In a study focused on emoji users, Adobe surveyed 1,000 U.S. general population (ages 16 –
73) who use emojis at least weekly to better understand their emoji preferences and usage,
particularly when it comes to the development of emojis that they would like to see.
© 2019 Adobe. All Rights Reserved. Adobe Confidential. 3
U.S. General Population
frequent emoji users
(ages 16-73)
n=1,000 ±3.1%
10-minute
online survey administered
on smartphones or tablet
devices
Survey fielded from May 8-
15, 2019
Adobe fielded a 10-minute online survey to a representative sample of n=1,000 frequent emoji users (men,
women and non-binary) aged 16-73 years old across the United States.
AUDIENCE SAMPLE SIZE MARGIN OF ERROR METHOD TIMING
SURVEY METHODOLOGY
© 2019 Adobe. All Rights Reserved. Adobe Confidential.
Making conversations more fun is the top reason for using emojis
among more than three-fifths of emoji users.
4
Reasons for Using Emojis
(Shown: Top 5; Percent selected response)
62%
42%
31% 31% 30%
I want to make conversations more
fun
Emojis better communicate my
thoughts and feelings than words
alone do
I feel more connected to the
people I frequently text or online
message when expressing myself
using emojis in addition to words
Using emojis is faster than typing
out words
Emojis paint a clearer picture than
words
Total
© 2019 Adobe. All Rights Reserved. Adobe Confidential.
Laughter, love and kisses are users’ favorite emojis, both individually
and as pairings.
5
Favorite Emojis
(Shown: Top 3; open-end response)
First
Second
Third
Favorite Pairings
(Shown: Top 3; open-end response)
© 2019 Adobe. All Rights Reserved. Adobe Confidential.
While laughter, love and kisses remain popular across regions and
genders, the crying emoji makes it into the top three for the Northeast
and male emoji users.
6
Women
Men
Northeast
South
Midwest
West
Favorite Emojis – By Gender
(Shown: Top 3; open-end response)
Favorite Emojis – By Region
(Shown: Top 3; open-end response)
1st 2nd 3rd 1st 2nd 3rd
*Less than 1% of respondents identified as non-binary
© 2019 Adobe. All Rights Reserved. Adobe Confidential.
79%
76%
67%
64%
55%
54%
52%
48%
45%
37%
Love
Happiness
Sadness
Anger
Surprise
Excitement
Frustration
Disgust
Support
Pride
Total
Love, happiness and sadness are the top emotions users express
through emojis.
7
Emojis Associated with Emotion
(Shown: Percent selected response; Top 3 open-end response)
Top 3
© 2019 Adobe. All Rights Reserved. Adobe Confidential.
Nearly all emoji users agree emojis lighten the
mood of conversations and show support.
8
Statement Agreement
(Shown: Total agree (somewhat/strongly agree))
93% 91%
I use emojis to lighten the mood of a
conversation
I use emojis to show support to the
person/people I am talking to
Total agree
© 2019 Adobe. All Rights Reserved. Adobe Confidential.
Three-fifths of emoji users are more comfortable expressing emotions
through emojis, rather than through phone conversations.
9
Statement Agreement
(Shown: Top 2 Box (somewhat/strongly agree))
Agree Disagree
65%
agree they are more
comfortable with
emojis
© 2019 Adobe. All Rights Reserved. Adobe Confidential.
52%
45%
To communicate a major milestone or event To announce a big life decision
Nearly half of users also feel emojis can
communicate a major milestone or life decision.
10
Likelihood of Using Emojis…
(Shown: Percent selected response)
Total
© 2019 Adobe. All Rights Reserved. Adobe Confidential.
82%
48%
42%
21% 18%
13%
6%
3% 2% 1%
In text
messages
In Facebook
comments or
posts
In mobile
messages
On Instagram On Snapchat In an email On Twitter On dating apps On payment
apps
On another
social network
Total
Text messages remain the communication form of choice for emoji
use. For social media apps, emoji use on Facebook is much higher
compared to Instagram, Snapchat or Twitter.
11
Emojis Are Most Often Used…
(Shown: Percent selected response)
© 2019 Adobe. All Rights Reserved. Adobe Confidential.
Emoji users include emojis in their text or online messaging nearly half
of the time, and use emojis exclusively almost a third of the time.
12
Emojis Included in Text Messaging
(Shown: Average numeric open-end response)
Emojis Used Exclusively in Text Messaging
(Shown: Average numeric open-end response)
Of the time emojis are included in text or
online messaging
Of the time emojis are exclusively used in
text or online messaging
© 2019 Adobe. All Rights Reserved. Adobe Confidential.
Friends are the most frequent recipients of emojis, followed by
significant others and partners.
13
83%
55%
35%
24%
19%
6%
6%
2%
My friends
My significant other/partner
My children
My parents
My coworkers
My grandchildren
Other
My grandparents
Total
Emojis Most Often Used With..
(Shown: Percent selected response)
57% of males say they most often use emojis with their significant others/partners, compared to 52% of females. Males (24%) also say they use emojis more
often with their coworkers compared to females (14%). However, 43% of females use emojis with their children, compared to only 28% of males.
*Less than 1% of respondents identified as non-binary
© 2019 Adobe. All Rights Reserved. Adobe Confidential.
Three-fifths of emoji users also say they use emojis
at work, most frequently with people at their level.
14
Use of Emojis in a Work Setting
(Shown: Percent selected response)
Use Do not use
61%
use emojis at work
36%
13%
12%
4%
Only with people at my level
Everyone regardless of level
Internal-facing communications
External-facing communications
Total
© 2019 Adobe. All Rights Reserved. Adobe Confidential.
When emojis are used at work, the majority of emoji users feel they
positively impact likability and make positive news feel more sincere.
15
78%
74% 72%
64% 63%
53%
Using emojis positively
affects the likability of the
person communicating with
me
Emojis make positive news
or feedback more sincere
I was hesitant to use emojis
at work for the first time
I like when people use
emojis to communicate with
me at work
Using emojis positively
affects the credibility of the
person communicating with
me
Emojis make negative news
or feedback easier to accept
Total agree
Statement Agreement
(Shown: Total agree (somewhat/strongly agree))
© 2019 Adobe. All Rights Reserved. Adobe Confidential.
94%
90% 87% 86%
81%
69%
43%
I like that emojis
can communicate
across language
barriers
I like that it takes
only a few emojis to
share my thoughts
and ideas
I use emojis to
emphasize a point
rather than replace
words
I like that emojis
take up less
character space
People who use
emojis are friendlier
and more
approachable
I use emojis to
replace words
I use emojis
differently than their
intended meaning
Total agree
Emojis’ ability to communicate across language
barriers and instantly share thoughts and ideas are
the greatest benefits to emoji users.
16
Statement Agreement
(Shown: Total agree (somewhat/strongly agree))
© 2019 Adobe. All Rights Reserved. Adobe Confidential.
Emoji oops - nearly three in five emoji users have
received the wrong emoji, and a third have
regretted sending one.
17
60% 59% 57% 56% 53%
35%
Emojis can come
across as generic or
impersonal
I have received an
emoji that did not
match the emotion a
person was trying to
convey to me
Emojis can come
across as insincere or
ingenuine
Emojis are not as
inclusive as they could
be
I have sent an emoji
that was misinterpreted
or taken out of context
I have sent an emoji
that I later regretted
sending
Total agree
Statement Agreement
(Shown: Total agree (somewhat/strongly agree))
© 2019 Adobe. All Rights Reserved. Adobe Confidential.
The majority of users wish there were more emojis available,
specifically emojis representing foods, drinks and snacks.
18
Emojis Missing
(Shown: Top 5 coded open-end responses; verbatim open-end responses)
Food/drink/snacks 14%
Animals or insects 8%
Emotions 8%
Hand gestures 6%
Representation/diversity 5%
of users wish more
emojis were available
“Variations on the hug. When my son is
deployed, I send as many hugs as I can, but
there is only one emoji for it.”
“I wish there were more international food
emojis to choose from, especially Asian
cuisine.”
“Emojis depicting things such as deaf people,
blind people, disabled people, LGBTQ+ flags,
and more animals.”
© 2019 Adobe. All Rights Reserved. Adobe Confidential.
The majority of emoji users are likely to customize their emojis and
wish they had more emoji customization options to better reflect their
personal identity.
19
Likelihood of Customization
(Shown: Top 2 Box (somewhat/very likely))
Likely Unlikely
71%
are likely to
customize an emoji
Statement Agreement
(Shown: Top 2 Box (somewhat/strongly agree))
Wish they had more emoji customization
options to better reflect their personal
appearances
© 2019 Adobe. All Rights Reserved. Adobe Confidential.
Half of emoji users say hair style or color options
would better reflect their personal appearance.
20
51%
47% 46%
42% 42% 40%
31%
Hairstyle/color Animation Accessories Eye color Skin tone Body type Outfit color
Total
Emoji Customizations
(Shown: Percent selected response)
© 2019 Adobe. All Rights Reserved. Adobe Confidential.
Over half of emoji users are more likely to engage with brands using
emojis online.
21
60%
51% 48%
44%
I like brands/companies who use
emojis that match my personality
I am more likely to comment on
brands'/companies' social media posts
that use emojis
I am more likely to follow
brands/companies on social media if
they use emojis
I am more likely to purchase products
that are advertised using emojis
Total agree
Statement Agreement
(Shown: Total agree (somewhat/strongly agree))
© 2019 Adobe. All Rights Reserved. Adobe Confidential.
Likely UnlikelyLikely Unlikely
More than half of emoji users say they are more likely to open emails
from brands that include emojis in the subject line.
22
Effectiveness of Emoji in Subject Line
(Shown: Top 2 Box (somewhat more/much more likely))
58%
Are more likely to
open an email with
an emoji in the
subject line
Effectiveness of Favorite Emoji in Subject Line
(Shown: Top 2 Box (somewhat more/much more likely))
64%
Are more likely to
open an email with
their favorite emoji in
the subject line
© 2019 Adobe. All Rights Reserved. Adobe Confidential.
Emoji users are interested in purchasing items via emojis, and say
they’d be most likely to purchase a meal.
23
19%
15% 13%
8% 7%
A meal at a
restaurant or fast
casual spot
A movie ticket Clothing or apparel Accessories, such
as jewelry or bags
A sporting event
ticket
Total
Products Most Likely to Be Purchased Via Emoji
(Shown: Percent selected response)
Willing Unwilling
64%
are willing to make
purchases via emoji
© 2019 Adobe. All Rights Reserved. Adobe Confidential.
78% of emoji users agree that emojis should continue to strive for
inclusivity.
24
Statement Agreement
(Shown: Total agree (somewhat/strongly agree))
Agree Disagree
78%
Agree that emojis
should continue to
strive for inclusivity
© 2019 Adobe. All Rights Reserved. Adobe Confidential.
Emojis’ best days are ahead – more than three-fifths of emoji users
agree they will be better developed and more progressive in the next
five years.
25
Emoji Progression
(Shown: Percent selected response)
35%
65%
Emojis are well
developed and
progressive
enough today
Emojis will be better
developed and more
progressive five years
from now
© 2019 Adobe. All Rights Reserved. Adobe Confidential.

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Emoji Trend Report 2019

  • 1. © 2019 Adobe. All Rights Reserved. Adobe Confidential. Adobe Emoji Trend Report July 2019
  • 2. © 2019 Adobe. All Rights Reserved. Adobe Confidential. The Emoji Effect 2 Emojis have become a cultural phenomenon – shaping the way we express ideas and emotions across languages, friends and generations. Emoji users believe emojis make conversations more fun and make people more approachable and likeable. However, they overwhelmingly want more inclusive emojis that reflect themselves and look to the future as an opportunity for continued expansion and development. In celebration of the cultural phenomenon of emoji, Adobe is exploring the impact of this emerging digital language on our lives, relationships and communications ahead of World Emoji Day. In a study focused on emoji users, Adobe surveyed 1,000 U.S. general population (ages 16 – 73) who use emojis at least weekly to better understand their emoji preferences and usage, particularly when it comes to the development of emojis that they would like to see.
  • 3. © 2019 Adobe. All Rights Reserved. Adobe Confidential. 3 U.S. General Population frequent emoji users (ages 16-73) n=1,000 ±3.1% 10-minute online survey administered on smartphones or tablet devices Survey fielded from May 8- 15, 2019 Adobe fielded a 10-minute online survey to a representative sample of n=1,000 frequent emoji users (men, women and non-binary) aged 16-73 years old across the United States. AUDIENCE SAMPLE SIZE MARGIN OF ERROR METHOD TIMING SURVEY METHODOLOGY
  • 4. © 2019 Adobe. All Rights Reserved. Adobe Confidential. Making conversations more fun is the top reason for using emojis among more than three-fifths of emoji users. 4 Reasons for Using Emojis (Shown: Top 5; Percent selected response) 62% 42% 31% 31% 30% I want to make conversations more fun Emojis better communicate my thoughts and feelings than words alone do I feel more connected to the people I frequently text or online message when expressing myself using emojis in addition to words Using emojis is faster than typing out words Emojis paint a clearer picture than words Total
  • 5. © 2019 Adobe. All Rights Reserved. Adobe Confidential. Laughter, love and kisses are users’ favorite emojis, both individually and as pairings. 5 Favorite Emojis (Shown: Top 3; open-end response) First Second Third Favorite Pairings (Shown: Top 3; open-end response)
  • 6. © 2019 Adobe. All Rights Reserved. Adobe Confidential. While laughter, love and kisses remain popular across regions and genders, the crying emoji makes it into the top three for the Northeast and male emoji users. 6 Women Men Northeast South Midwest West Favorite Emojis – By Gender (Shown: Top 3; open-end response) Favorite Emojis – By Region (Shown: Top 3; open-end response) 1st 2nd 3rd 1st 2nd 3rd *Less than 1% of respondents identified as non-binary
  • 7. © 2019 Adobe. All Rights Reserved. Adobe Confidential. 79% 76% 67% 64% 55% 54% 52% 48% 45% 37% Love Happiness Sadness Anger Surprise Excitement Frustration Disgust Support Pride Total Love, happiness and sadness are the top emotions users express through emojis. 7 Emojis Associated with Emotion (Shown: Percent selected response; Top 3 open-end response) Top 3
  • 8. © 2019 Adobe. All Rights Reserved. Adobe Confidential. Nearly all emoji users agree emojis lighten the mood of conversations and show support. 8 Statement Agreement (Shown: Total agree (somewhat/strongly agree)) 93% 91% I use emojis to lighten the mood of a conversation I use emojis to show support to the person/people I am talking to Total agree
  • 9. © 2019 Adobe. All Rights Reserved. Adobe Confidential. Three-fifths of emoji users are more comfortable expressing emotions through emojis, rather than through phone conversations. 9 Statement Agreement (Shown: Top 2 Box (somewhat/strongly agree)) Agree Disagree 65% agree they are more comfortable with emojis
  • 10. © 2019 Adobe. All Rights Reserved. Adobe Confidential. 52% 45% To communicate a major milestone or event To announce a big life decision Nearly half of users also feel emojis can communicate a major milestone or life decision. 10 Likelihood of Using Emojis… (Shown: Percent selected response) Total
  • 11. © 2019 Adobe. All Rights Reserved. Adobe Confidential. 82% 48% 42% 21% 18% 13% 6% 3% 2% 1% In text messages In Facebook comments or posts In mobile messages On Instagram On Snapchat In an email On Twitter On dating apps On payment apps On another social network Total Text messages remain the communication form of choice for emoji use. For social media apps, emoji use on Facebook is much higher compared to Instagram, Snapchat or Twitter. 11 Emojis Are Most Often Used… (Shown: Percent selected response)
  • 12. © 2019 Adobe. All Rights Reserved. Adobe Confidential. Emoji users include emojis in their text or online messaging nearly half of the time, and use emojis exclusively almost a third of the time. 12 Emojis Included in Text Messaging (Shown: Average numeric open-end response) Emojis Used Exclusively in Text Messaging (Shown: Average numeric open-end response) Of the time emojis are included in text or online messaging Of the time emojis are exclusively used in text or online messaging
  • 13. © 2019 Adobe. All Rights Reserved. Adobe Confidential. Friends are the most frequent recipients of emojis, followed by significant others and partners. 13 83% 55% 35% 24% 19% 6% 6% 2% My friends My significant other/partner My children My parents My coworkers My grandchildren Other My grandparents Total Emojis Most Often Used With.. (Shown: Percent selected response) 57% of males say they most often use emojis with their significant others/partners, compared to 52% of females. Males (24%) also say they use emojis more often with their coworkers compared to females (14%). However, 43% of females use emojis with their children, compared to only 28% of males. *Less than 1% of respondents identified as non-binary
  • 14. © 2019 Adobe. All Rights Reserved. Adobe Confidential. Three-fifths of emoji users also say they use emojis at work, most frequently with people at their level. 14 Use of Emojis in a Work Setting (Shown: Percent selected response) Use Do not use 61% use emojis at work 36% 13% 12% 4% Only with people at my level Everyone regardless of level Internal-facing communications External-facing communications Total
  • 15. © 2019 Adobe. All Rights Reserved. Adobe Confidential. When emojis are used at work, the majority of emoji users feel they positively impact likability and make positive news feel more sincere. 15 78% 74% 72% 64% 63% 53% Using emojis positively affects the likability of the person communicating with me Emojis make positive news or feedback more sincere I was hesitant to use emojis at work for the first time I like when people use emojis to communicate with me at work Using emojis positively affects the credibility of the person communicating with me Emojis make negative news or feedback easier to accept Total agree Statement Agreement (Shown: Total agree (somewhat/strongly agree))
  • 16. © 2019 Adobe. All Rights Reserved. Adobe Confidential. 94% 90% 87% 86% 81% 69% 43% I like that emojis can communicate across language barriers I like that it takes only a few emojis to share my thoughts and ideas I use emojis to emphasize a point rather than replace words I like that emojis take up less character space People who use emojis are friendlier and more approachable I use emojis to replace words I use emojis differently than their intended meaning Total agree Emojis’ ability to communicate across language barriers and instantly share thoughts and ideas are the greatest benefits to emoji users. 16 Statement Agreement (Shown: Total agree (somewhat/strongly agree))
  • 17. © 2019 Adobe. All Rights Reserved. Adobe Confidential. Emoji oops - nearly three in five emoji users have received the wrong emoji, and a third have regretted sending one. 17 60% 59% 57% 56% 53% 35% Emojis can come across as generic or impersonal I have received an emoji that did not match the emotion a person was trying to convey to me Emojis can come across as insincere or ingenuine Emojis are not as inclusive as they could be I have sent an emoji that was misinterpreted or taken out of context I have sent an emoji that I later regretted sending Total agree Statement Agreement (Shown: Total agree (somewhat/strongly agree))
  • 18. © 2019 Adobe. All Rights Reserved. Adobe Confidential. The majority of users wish there were more emojis available, specifically emojis representing foods, drinks and snacks. 18 Emojis Missing (Shown: Top 5 coded open-end responses; verbatim open-end responses) Food/drink/snacks 14% Animals or insects 8% Emotions 8% Hand gestures 6% Representation/diversity 5% of users wish more emojis were available “Variations on the hug. When my son is deployed, I send as many hugs as I can, but there is only one emoji for it.” “I wish there were more international food emojis to choose from, especially Asian cuisine.” “Emojis depicting things such as deaf people, blind people, disabled people, LGBTQ+ flags, and more animals.”
  • 19. © 2019 Adobe. All Rights Reserved. Adobe Confidential. The majority of emoji users are likely to customize their emojis and wish they had more emoji customization options to better reflect their personal identity. 19 Likelihood of Customization (Shown: Top 2 Box (somewhat/very likely)) Likely Unlikely 71% are likely to customize an emoji Statement Agreement (Shown: Top 2 Box (somewhat/strongly agree)) Wish they had more emoji customization options to better reflect their personal appearances
  • 20. © 2019 Adobe. All Rights Reserved. Adobe Confidential. Half of emoji users say hair style or color options would better reflect their personal appearance. 20 51% 47% 46% 42% 42% 40% 31% Hairstyle/color Animation Accessories Eye color Skin tone Body type Outfit color Total Emoji Customizations (Shown: Percent selected response)
  • 21. © 2019 Adobe. All Rights Reserved. Adobe Confidential. Over half of emoji users are more likely to engage with brands using emojis online. 21 60% 51% 48% 44% I like brands/companies who use emojis that match my personality I am more likely to comment on brands'/companies' social media posts that use emojis I am more likely to follow brands/companies on social media if they use emojis I am more likely to purchase products that are advertised using emojis Total agree Statement Agreement (Shown: Total agree (somewhat/strongly agree))
  • 22. © 2019 Adobe. All Rights Reserved. Adobe Confidential. Likely UnlikelyLikely Unlikely More than half of emoji users say they are more likely to open emails from brands that include emojis in the subject line. 22 Effectiveness of Emoji in Subject Line (Shown: Top 2 Box (somewhat more/much more likely)) 58% Are more likely to open an email with an emoji in the subject line Effectiveness of Favorite Emoji in Subject Line (Shown: Top 2 Box (somewhat more/much more likely)) 64% Are more likely to open an email with their favorite emoji in the subject line
  • 23. © 2019 Adobe. All Rights Reserved. Adobe Confidential. Emoji users are interested in purchasing items via emojis, and say they’d be most likely to purchase a meal. 23 19% 15% 13% 8% 7% A meal at a restaurant or fast casual spot A movie ticket Clothing or apparel Accessories, such as jewelry or bags A sporting event ticket Total Products Most Likely to Be Purchased Via Emoji (Shown: Percent selected response) Willing Unwilling 64% are willing to make purchases via emoji
  • 24. © 2019 Adobe. All Rights Reserved. Adobe Confidential. 78% of emoji users agree that emojis should continue to strive for inclusivity. 24 Statement Agreement (Shown: Total agree (somewhat/strongly agree)) Agree Disagree 78% Agree that emojis should continue to strive for inclusivity
  • 25. © 2019 Adobe. All Rights Reserved. Adobe Confidential. Emojis’ best days are ahead – more than three-fifths of emoji users agree they will be better developed and more progressive in the next five years. 25 Emoji Progression (Shown: Percent selected response) 35% 65% Emojis are well developed and progressive enough today Emojis will be better developed and more progressive five years from now
  • 26. © 2019 Adobe. All Rights Reserved. Adobe Confidential.