Investigating Different Age Groups’ Preferences and Purposes of Emoji Use

Abstract

The research explores how much do people of different age use the emoji in digital communication. It also studies the purposes behind the use. The study compares three different age groups. It aims to find if there are any significant differences among groups. Different aspects of emoji use are researched worldwide but there is less evidence from age perspective. There is very little research done in Pakistani context. So, this study adds to knowledge in the field in Pakistani context. A representative sample is chosen from intermediate, undergraduate and postgraduate students through quota sampling from colleges and universities from Hyderabad, Sindh in 2017. The participants fill the questionnaire and data is analyzed quantitatively. The study explores if emoji are effective for all generations or a specific generation. The study helps understand different attitudes towards use of emoji.