Web Survey Bibliography

Title Millennials and emojis in Spain and Mexico.
Year 2017
Access date 15.09.2017
Abstract Howe and Strauss (1991) define the Millennial Cohort as consisting of individuals born between 1982 to 2004. Even if different authors use different definitions, they usually agree that millennials are defined as the first generation to have had, during their formative years, access to internet. Moreover, this generation (sometimes called generation Y) has the lowest rate of high sustained attention, a 31% according to the Microsoft Consumer Insights report “Attention Spans” (2015), versus 34% for the 35-54 years cohort and 35% for the 54 and older cohort.

In order to involve this generation in survey participation, and achieve high quality answers from them, designers requires new survey tools. Several approaches have been used. In particular, gamification has emerged as an increasingly popular solution to improve the motivation and the engagement of young respondents to surveys (Mavletova, 2015). This trend assumes that the inclusion of visually appealing or gamified elements can help to improve the engagement.

In this study, we focused on emojis (the popular pictographs used in electronic messages), as a tool to make the surveys more attractive to millenials. Six billions emojis are used everyday according to Swiftkey. According to an analysis that we have done using data from twitter, 7.441.058 emojis were send on Twitter in 24 hours (November 2, 2016). In addition, emojis, which originally were only present on Internet, started to invade all the offline world too: there are mugs, t-shirts, all kinds of products using emojis. Emojis are used by brands. They are used by political parties in their campaign. They became part of everybody's life, online and offline, from birth to old age. For millennials, emojis are really integrated in their way to communicate. Thus, if we want to make surveys more natural for respondents, integrating the use of emojis in the surveys seem an interesting alternative. In addition, emojis are used all over the world, which make them the first international language.
Year of publication2017
Bibliographic typeConferences, workshops, tutorials, presentations
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