Web Survey Bibliography
Title Millennials and emojis in Spain and Mexico.
Author Bosch Jover, O.; Revilla, M.
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.
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.
Access/Direct link Conference Homepage (abstract) / (presentation)
Year of publication2017
Bibliographic typeConferences, workshops, tutorials, presentations
Web survey bibliography - Revilla, M. (26)
- Ideal and maximum length for a web survey; 2017; Revilla, M.; Ochoa, C.
- Millennials and emojis in Spain and Mexico.; 2017; Bosch Jover, O.; Revilla, M.
- Analyzing Survey Characteristics, Participation, and Evaluation Across 186 Surveys in an Online Opt-...; 2017; Revilla, M.
- Making use of Internet interactivity to propose a dynamic presentation of web questionnaires; 2016; Revilla, M.; Ochoa, C.; Turbina, A.
- Smartphones vs PCs: Does the Device Affect the Web Survey Experience and the Measurement Error for...; 2016; Toninelli, D.; Revilla, M.
- Does the Use of Smartphones to Participate in Web Surveys Affect the Survey Experience when Sensitive...; 2016; Toninelli, D.; Revilla, M.
- An experiment comparing grids and item-by-item formats in web surveys completed through PCs and smartphones...; 2016; Revilla, M.; Toninelli, D.; Ochoa, C.
- What is the gain in a probability-based online panel to provide Internet access to sampling units that...; 2016; Revilla, M.; Cornilleau, A.; Cousteaux, A-S.; Legleye, S; de Pedraza, P.
- New Generation of Online Questionnaires?; 2016; Revilla, M.; Ochoa, C.; Turbina, A.
- Quality of Different Scales in an Online Survey in Mexico and Colombia; 2016; Revilla, M.; Ochoa, C.
- Who Has Access to Mobile Devices in an Online Opt-in Panel? An Analysis of Potential Respondents for...; 2015; Revilla, M.; Toninelli, D.; Ochoa, C.; Loewe, G.
- Impact of raising awareness of respondents on the measurement quality in a web survey; 2015; Revilla, M.
- Open narrative questions in PC and smartphones: is the device playing a role?; 2015; Revilla, M.; Ochoa, C.
- Can a non-probabilistic online panel achieve question quality similar to that of the European Social...; 2015; Revilla, M.; Saris, W. E.; Loewe, G.; Ochoa, C.
- What are the Links in a Web Survey Among Response Time, Quality, and Auto-Evaluation of the Efforts...; 2015; Revilla, M.; Ochoa, C.
- Do online access panels really need to allow and adapt surveys to mobile devices? ; 2014; Revilla, M.; Toninelli, D.; Ochoa, C.; Loewe, G.
- The need of and the demand for completing surveys on mobile devices; 2014; Toninelli, D., Revilla, M., Ochoa, C.
- What are the Links in a Web Survey Among Response Time, Quality, and Auto-Evaluation of the Efforts...; 2014; Revilla, M., Ochoa, C.
- Comparison of the quality estimates in a mixed-mode and a unimode design: an experiment from the European...; 2014; Revilla, M.
- Quality of Web surveys; 2013; Revilla, M.
- Relative Mode Effects on Data Quality in Mixed-Mode Surveys by an Instrumental Variable; 2013; Vannieuwenhuyze, J. T. A., Revilla, M.
- Measurement invariance and quality of composite scores in a face-to-face and a web survey; 2013; Revilla, M.
- A Comparison of the Quality of Questions in a Face-to-face and a Web Survey; 2013; Revilla, M., Saris, W. E.
- Quality in Unimode and Mixed-Mode designs: A Multitrait-Multimethod approach; 2010; Revilla, M.
- A comparison of surveys using different modes of data collection; 2010; Revilla, M., Saris, W. E.
- Comparison between Liss panel (web) and ESS data (face to face); 2009; Revilla, M., Saris, W. E.