Android push has higher volume of emoji messages than iOS push and email

On July 17th, the world will be celebrating one of the most fantastic days of the year: World Emoji Day. Okay, maybe not the whole world, but the folks at Appboy certainly will be.

The mobile-first marketing automation platform has been conducting ongoing research into the wide world of emojis and how they are impacting modern-day mobile marketing and consumer engagement. Here are some highlights from their just-released data:

The number of active campaigns containing emojis have increased by 609% in the last 12 months, and 131% year-to-date. This translates to over 800 million emoji messages being sent last month (a 461% increase) versus 145 million 12 months ago and 400 million in January of this year. 

Of the 500 people Appboy polled on emoji sentiment, over 63% claim they have a positive view, and 87% use them in their personal messages (68% stated receiving one or more emojis each day). Fifty-one percent have a positive impression of brands using emojis and see these brands as fun or relatable.

Android push has been the channel with the highest volume of emoji messages, with that volume far exceeding iOS push and email. On iOS, push notification open rates on messages with emojis have been fluctuating between 1-2%, representing up to a 209% uplift vs. June 2015. 

The emoji study looked at over 250 apps and six billion Android push, iOS push, and email messages that were sent from June 2015 to June 2016. Push open rates are reported as direct opens (e.g. user taps on the push notification to enter the app). Email click through rates are calculated as clicks/opens. Appboy also surveyed 540 individuals. 

Since Oct 2015, the average number of recipients per emoji campaign has been 326,000, with 380,000 being the largest and 272,000 the smallest. That’s compared to the first half of 2015, when the average number of recipients per emoji campaign was 837,000 per month and occasionally exceeded one million recipients. 

Males are more likely to have a negative perception of emojis than females. While those aged 14-24 have a more favorable view of emojis overall, people aged 25-44 are least likely to dislike emojis. Females use emojis more frequently than males. Younger users use emojis more often and frequently.