Adobe’s Research On Emoji Use In Australia Has Us ๐Ÿ˜ฒ๐Ÿ˜๐Ÿ˜œ

Adobe’s Research On Emoji Use In Australia Has Us ๐Ÿ˜ฒ๐Ÿ˜๐Ÿ˜œ

Today, Adobe has announced the latest data on the vital role and impact of emoji in digital communication in a new study, Adobe Future of Creativity: 2022 Australian Emoji Trend Report revealing how emoji are transforming the way the world expresses itself.

Over half of Australians have actively increased their emoji use over the past 12 months, with nearly all users (82 per cent) sending up to 50 emoji in their text or online messaging a day. Aussie emoji users are significantly more like to send more emoji per day than all other markets. The findings also emphasised on the importance of new inclusive emoji in the Unicode 15.0 release in September such as the maracas, flute, khanda, hair pick and folding hand fan.

โ€œEmoji have become a favorite form of creative self-expression for people everywhere,โ€ said Kamile Demir, computer scientist at Adobe and Adobe representative on the Unicode Emoji Subcommittee. โ€œAs the creative industry leader and a member of the Unicode Consortium, we recognize the potential for emoji to promote inclusivity, spark cultural conversations and even positively impact mental health.โ€

Among the reportโ€™s additional findings: emoji donโ€™t always mean what users think they do and are always changing; emoji have become a hallmark of Australian dating culture; and emoji use at work improves efficiency, boosts creativity, and builds stronger relationships.

โ€œOur findings reveal the importance of emoji across all of our digital conversations,โ€ said Paul D. Hunt, typeface designer and font developer at Adobe. โ€œAs a visual form of communication, emoji help fill the emotional gaps when representing ourselves online and help us communicate our personal identities, thoughts and feelings in ways words often cannot.โ€

The report explored when, why and how Australians are using emoji to advance self-expression and identity; diversity, equity, and inclusion; dating and relationships; workplace communications and more. This fun, fast and friendly form of digital communication has transformed the way Australian express themselves and continues to push the boundaries on how Australian emoji users bridge conversations across age, race, culture and beyond.

Australiaโ€™s Favourite Emoji

There is an extensive selection of emoji to use, and new emoji are constantly released on keyboards all over the globe, but the top five most used emoji are similar globally. Face with tears of joy is consistently the top emoji of both male and female users globally. Male emoji users second favourite is thumbs up and females second favourite is rolling on the floor laughing face.

In Australia, the top five most used emoji are a lot happier in comparison to last year:

  1. ๐Ÿ˜‚
  2. ๐Ÿ‘
  3. ๐Ÿคฃ
  4. ๐Ÿ˜Š
  5. โค

This was last yearโ€™s top five:

  1. ๐Ÿ‘
  2. ๐Ÿ˜‚
  3. ๐Ÿ˜“
  4. ๐Ÿ˜ข
  5. โค

Emoji are most used by Australians to make conversations more fun (64 per cent), and more than half (51 per cent) use emoji to better communicate their thoughts and feeling than words do alone. Less than half of Australians (47 per cent) use emoji to quickly respond to text or online messages and more than half (51 per cent) are more likely to respond to a message if it contains an emoji.

Emoji are most used by Australians to communicate with friends (83 per cent), significant other/partner (48 per cent) and siblings (41 per cent).

Emotions and emoji

While two-thirds (64 per cent) of Australians use emoji to make conversations more fun, they are also used as a powerful emotional tool. Nearly all Australians (92 per cent) use emoji to lighten the mood and show support for the people/person they are communicating with. While more than half (65 per cent) of Australians lean on emoji use when they have difficulties expressing their emotions in words. Love (73 per cent) and happiness (71 per cent) are the top emotions Australian emoji users express using emotions. Most Australian users (87 per cent) are likely to feel more understanding or more empathetic towards someone if they use an emoji.

๐Ÿ˜Šโค

Australians also like the use of emoji to communicate their emotions across language barriers (94 per cent) and it makes it easier for them to express their emotions (90 per cent). While more than half (60 per cent) believe using an emoji in digital communications has improved their overall emotions and mental health. Over half of Australian male users (62 per cent) and over half of female users (59 per cent) who use emoji in their digital communications have improved their mental health.

Emoji users continue to want more inclusive and representative emoji

Despite the prolific use of emoji, there is a strong consumer desire to see more diverse and inclusive emoji on the keyboard. Most Australian emoji users agree that emoji should continue to strive for a more inclusive representation of users (82 per cent), with only half of the country (55 per cent) feeling their identity is adequately reflected in current emoji options.

Over half (53 per cent) of Australians are likely to customise an emoji to better reflect their personal appearance, while 52 per cent wish they had more emoji customisation options to better reflect themselves. When asked what changes users would like to see, hairstyle or colour (41 per cent), eye colour (34 per cent), accessories and body type (33 per cent) are the top customisation options users want.

While Australians do believe inclusivity for emoji has improved, age (41 per cent), culture (35 per cent) and race/ethnicity (36 per cent) are the top emoji categories that users want to see inclusion expand in. Australian users are most excited about three new emoji that are more inclusive:

๐Ÿค๐Ÿฝ๐Ÿคž๐Ÿผ๐Ÿ‘ฉ๐Ÿผโ€๐Ÿฆฝ

Decoding the Emoji Language

More than half (73 per cent) of Australian emoji users feel confident theyโ€™re up to date on the meaning of the latest emoji and use them correctly, with 81 per cent agreeing you should only use emoji when you fully understand them.

In Australia, the top three most misunderstood emoji are:

  1. ๐Ÿ’
  2. ๐Ÿค 
  3. ๐Ÿงข

This was in comparison to last yearโ€™s findings:

  1. ๐Ÿ†
  2. ๐Ÿ‘
  3. ๐Ÿคก

Emoji role in romantic impression.

Emoji make a lasting romantic impression. Not only is emoji use seen as an indicator of relationship success, but it also influences whether a second or third date is in the future. For Australian emoji users interested in flirting with or dating someone theyโ€™re talking to, 70 per cent believe using an emoji in conversation is a must when flirting. More than half (55 per cent) agreed they are more likely to use even more emoji when communicating with someone theyโ€™re interested in flirting with or dating with 58 per cent revealing they feel more comfortable expressing their feelings through emoji to someone they are interested in.

In Australia, the emoji that makes dating apps users more likeable when flirting or dating is:

๐Ÿ˜˜

Whereas the emoji that makes dating app users in Australia less likable when flirting or dating is:

๐Ÿ†

Over half (62 per cent) of Australian users assume their relationship with someone is going well if they use more emoji when talking to each other, while 41 per cent are more likely to see out a second or third date with someone who communicates using emoji.

The future of emoji

The future of emoji is already unfolding in new and creative ways, from purchasing products and making payments to creating exclusive online usernames and websites. Half of the Australian emoji users (50 per cent) are more willing to buy an item using an emoji. The majority of Australian users are open to new ways of using emoji, such as confirming attendance at an event (60 per cent), sending or receiving payments (36 per cent) and communicating with a doctor (32 per cent).




Please login with linkedin to comment

Adobe Emoji

Latest News

Liz Wigmore & Foundation Team Migrate Into Omnicomโ€™s Hearts & Science
  • Advertising

Liz Wigmore & Foundation Team Migrate Into Omnicom’s Hearts & Science

Omnicomโ€™s bespoke media agency Foundation Australia will soon retire its brand and operate under the Hearts & Science banner. Hearts & Science has grown its agency proposition in this market by appointing Liz Wigmore as managing director. Omnicom Media Group is folding the whole Foundation Australia team โ€“ which numbers in the dozens โ€“ and […]

Mark Tompkins Adds Creative Power To Enthral
  • Advertising

Mark Tompkins Adds Creative Power To Enthral

Storytelling agency Enthral has bolstered its creative offering with the addition of Creative Director Mark Tompkins. Tompkins joins the agency with more than 20 years of experience and a who’s who of agencies in Australia and London on his CV, including TBWA, DDB, Clemenger and Ogilvy. Until now, all of Enthral’s creative work has relied […]