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Businesses can benefit from inventive use of our ‘fastest growing language’

Last month I was tasked with putting together an insight day into the digital behaviours of teenagers and how they navigate through various technologies and platforms. While researching, I came across one standalone statistic that ended up shaping the whole day. The figure that caught my eye was the dramatic drop in our average attention span, which is now only around eight seconds. This may explain the meteoric rise of another digital phenomenon: the emoji.

Despite being around since 1998, it’s only in the past 12 months these little smiley faces have gone mainstream. In May a breakthrough moment happened when “emoji” was officially accepted into the dictionary. TalkTalk Mobile recently declared it the fastest growing language in the UK after running a survey that found eight out of 10 people have used the symbols and icons to communicate. Among the 18- to 25-year-olds surveyed, 72% added that they found it easier to put their feelings across using emojis instead of words.

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