More brands are using emojis in their messaging than a year ago, and most mobile phone users have a positive perception of brands that do so, June 2016 research found. Indeed, many think those brands are fun and relatable.
Mobile app engagement provider Appboy surveyed mobile phone users in the UK and US about their attitudes, and separately analyzed emoji activity on its platform. Overall, most UK and US mobile phone users ages 14 and older had a positive view of brands who use emojis in messages. For example, 39% thought that brands that did so were fun, and 13% of respondents thought they were relatable. And, even though it was a small portion, 2% of respondents said they were professional—a word that’s not always associated with the entertaining nature of emojis.
However, not every mobile phone user surveyed had a positive outlook. Indeed, 12% of respondents thought brands that used emojis were childish, and another 11% thought they were inappropriate. Read the rest at eMarketer.