The voice, video and text communication service Discord publishes “The Emoji Effect”, a global study on the complexities of the universal language of communication tools. The survey with 16 mil People Around the World identifies how younger generations, including Gen Z and Millennials, are shaping the future of emojis to deepen personal expressiveness and connections, as well as improve trust and honesty in digital communication.
Discord sees an average of 4.3 billion of emojis used each week globally on its platform and continues to assess what its user base, particularly Gen Z, wants from emojis.
Emojis are key to building connection, trust and togetherness online
The Discord study shows that almost all Brazilian emoji users (98%) use them with their friends and family. Furthermore, 82% of respondents in Brazil indicate that emojis allow them to feel brave enough to express their true feelings.
In particular, 81% of Brazilian young adults (aged 18-34) always/frequently use emojis, making them the most likely to use emojis when compared to older adults (71% for 35-44 years, 69% for 45- 45 years). 54, 60% for 55-64 years and 60% for 65 years and over).
More than 4 out of 5 Brazilians report that…
● Emojis help bring people together (83%).
● Emojis help them feel more connected to the people or community they are talking to (84%).
● Emojis help mimic face-to-face conversations in a virtual environment (86%).
● Have the same sense of connection using emojis with people as seeing their facial expressions/emotions in person (83%).
Still according to the survey carried out in Brazil by Discord, emojis strengthen these connections and relationships. Brazilian emoji users feel that emojis do just that in their relationships with their friends (79%) and family (76%). Respondents in the country also indicate that relationships with romantic partners (74%) and romantic interests (55%) are strengthened by the use of emojis.
Emojis are the key to making digital communication more human
The survey “The Emoji Effect” indicates that more than nine out of 10 Brazilians feel that emojis allow them to express their sense of humor (93%) and their emotions (92%).
More than 4 out of 5 Brazilians report that…
● Knowing how to use emojis makes your conversations run more smoothly (85%).
o Brazilian women are more likely than men to feel this way (88% vs. 82%).
● When they see others using or reacting to messages with emojis, they feel like they might let their guard down (84%).
o Brazilian women are more likely than men to feel this way (88% vs. 81%).
Nicole Brendis, Director of Consumer Product Marketing at Discord, says:
“One of the most popular behaviors we’re seeing on our platform is the use of emojis, so we were really interested in understanding how they make people feel and what their full potential is. Among Gen Z, we saw a strong desire for emojis to not only represent their emotions, but also create deeper connections in more authentic ways.”
Research methodology
Discord polled 16,000 people aged 16+ across the US, Brazil, UK, France, Germany, Japan, Canada and Australia to uncover how important these tools are for self-expression and unity in digital communication.
The survey was conducted from August 16 to September 7, 2022. Respondents in this survey were selected from those who agreed to participate in the Harris Poll surveys. Among respondents, 9,066 were aged between 16 and 25 (Generation Z), including the United States (2010), Australia (2011), Brazil (2007), Canada (2010), France (2010), Germany (2007), Japan (2009) and United Kingdom (2010).
The sampling accuracy of Harris online surveys is measured using a credible Bayesian interval. For this study, the sample data is accurate to within +1.2 percentage points using a 95% confidence level, and certain questions were asked of a reduced base of emoji users. This credible range will be wider across subgroups of interest among participants.
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