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Using emojis in mobile web surveys for Millennials? A study in Spain and Mexico

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  • Oriol J. Bosch

    (London School of Economics and Political Science
    Universitat Pompeu Fabra)

  • Melanie Revilla

    (Universitat Pompeu Fabra)

Abstract

To involve Millennials in survey participation, and obtain high-quality answers from them, survey designers may require new tools that better catch Millennials' interest and attention. One key new tool that could improve the communication and make the survey participation more attractive to young respondents are the emojis. We used data from a survey conducted among Millennials by the online fieldwork company Netquest in Spain and Mexico (n = 1614) to determine how emojis can be used in mobile web surveys, in particular in open-ended questions, and how their use can affect data quality, completion time, and survey evaluation. Overall, results show a high willingness of Millennials to use emojis in surveys (both stated and actual use) and a positive impact of encouraging Millennials to use emojis in open-ended questions on the amount of information conveyed, the completion time and the survey enjoyment.

Suggested Citation

  • Oriol J. Bosch & Melanie Revilla, 2021. "Using emojis in mobile web surveys for Millennials? A study in Spain and Mexico," Quality & Quantity: International Journal of Methodology, Springer, vol. 55(1), pages 39-61, February.
    • Handle: RePEc:spr:qualqt:v:55:y:2021:i:1:d:10.1007_s11135-020-00994-8
    DOI: 10.1007/s11135-020-00994-8
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    References listed on IDEAS

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    1. Melanie Revilla & Carlos Ochoa, 2016. "Open narrative questions in PC and smartphones: is the device playing a role?," Quality & Quantity: International Journal of Methodology, Springer, vol. 50(6), pages 2495-2513, November.
    2. Petra Kralj Novak & Jasmina Smailović & Borut Sluban & Igor Mozetič, 2015. "Sentiment of Emojis," PLOS ONE, Public Library of Science, vol. 10(12), pages 1-22, December.
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    Cited by:

    1. Bosch Jover, Oriol & Revilla, Melanie & Qureshi, Danish Daniel & Höhne, Jan, 2022. "A new experiment on the use of images to answer web survey questions," LSE Research Online Documents on Economics 114899, London School of Economics and Political Science, LSE Library.
    2. Oriol J. Bosch & Melanie Revilla & Danish Daniel Qureshi & Jan Karem Höhne, 2022. "A new experiment on the use of images to answer web survey questions," Journal of the Royal Statistical Society Series A, Royal Statistical Society, vol. 185(3), pages 955-980, July.
    3. Almudena Barrientos-Báez & Juan Enrique Gonzálvez-Vallés & José Daniel Barquero-Cabrero & David Caldevilla-Domínguez, 2022. "Spanish Tipsters and the Millennial and Centennial Generations in the Scenario of a Pandemic," Media and Communication, Cogitatio Press, vol. 10(1), pages 286-296.
    4. Kathleen Mead Vandiver & Esther Erdei & Amanda G. Mayer & Catherine Ricciardi & Marcia O’Leary & Kathleen Burke & Judith T. Zelikoff, 2022. "Building Environmental Health and Genomics Literacy among Healthcare Providers Serving Vulnerable Communities: An Innovative Educational Framework," IJERPH, MDPI, vol. 19(2), pages 1-21, January.

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