SEOUL, Sept. 18 (Korea Bizwire) – Almost 30 million emoji sales later, we have some insight into why the Kakao Friends emoji characters are so popular.
On September 17, an analysis into the popularity of the beloved emojis by professor Kim Jun Su from Hannam University found a correlation between purchase intent and factors like recognition and uniqueness.
The analysis was conducted through a survey of 159 university students who professed to have experience using emojis.
Recognition, uniqueness, familiarity and ability to channel one’s thoughts (expressiveness) were theorized as having a positive correlation with purchase intent.
Recognition and uniqueness had a positive effect, while expressiveness and familiarity did not have any significant effect on purchase intent.
On the positive effect of recognition and uniqueness, Kim said, “Recognition means lingering in one’s memory even after seeing something only once or twice, which is why it is a positive quality in every aspect. What is meaningful about the results regarding uniqueness is that they reflect purchasers’ desires to show their conversation counterparts something new and special.”
Kim also postulated that as the majority of KakaoTalk’s messages are short questions and answers, and the development of the instant message platform has been based on simple amusements and information sharing, expressiveness and familiarity have little significance to consumers.
In conclusion, Kim said that emoji-generating companies should “bring to life empathic and creative character qualities in regards to design, and they should develop an exaggerated and humorous diversity of movements in regards to technical qualities.”