2015 Emoji Report

THERE’S DATA IN THOSE EMOJIS
In fact, the underlying reasons for not selecting a positive
emoji reflect traditional marketer KPIs: relevance,
importance, credibility and interest
0.30
Importance of Reasons When Deciding to NOT Select a Positive Emoji
.28**
0.25
.24**
Likelihood to select the ad
.21**
Likelihood to select the
positive emoji
0.20
Importance
(correlation)
0.15
.17**
.14**
.17**
.12**
.15**
.14**
0.10
.09
0.05
0.00
Not relevant Not important Not interesting Interested, but not
right now
Source: Emogi Consumer Science Team
Do not believe the
message
28