Report | Consumer Trends in the CPG Industry

From toothpaste to technology, buying habits and trends in the
consumer packaged goods (CPG) sector are shifting.

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Online Trends

Published January 16th 2018

The Happiest Places On Earth (According To Emojis)

The Brandwatch React team goes emoji analysis giddy on their mission to find the happiest places in the world. Which state is happiest? Which country is most excitable? Find out here.

Where are the happiest places on earth?

Which state is most content?

Where will you find the most cheerful population?

Historically there’s been no easy way to find out. However, Brandwatch’s new emoji analysis functionality allowed us to finally shed some light on these important questions.

How to find the happiest places on Earth

We analyzed 6 billion tweets published on Twitter over the last two years. Every one of these tweets contained at least one emoji.

We then segmented these tweets into two buckets using Unicode’s official classifications:

  1. Positive (e.g. ? ? ? ? see full list here)
  2. Negative (e.g ? ? ? ? see full list here)

Next, we segmented this data by location and analyzed which regions generated the highest percentage of positive and negative emojis.

The results

United States ??

  • The most positive states are Utah, Maine, and Wyoming
Heat map reveals happiest places in the US

South America ?

  • The most positive countries are Paraguay, Argentina, and Uruguay
Heat map reveals happiest places in South America

Europe ??

  • The most positive countries/areas are Montenegro, Monaco, and Gibraltar
Heat map reveals happiest places in South America

That’s states and countries, but how about cities?

We looked at some of the world’s most populous countries and discovered the most positive cities within them:

Spain ??

Barcelona – 82.12% positive

United Kingdom ??

Shrewsbury, England – 82.55% positive

France ??

Le Mans – 83.59% positive

United States ??

Laguna – 84.64% positive

Germany ??

München – 84.71% positive

Russia ??

Moscow – 84.81% positive

Indonesia ??

Medan – 84.97% positive

Brazil ??

Laguna – 85.37% positive

Turkey ??

Ankara – 85.82% positive

Italy ??

Turin – 86.45% positive

India ??

Chennai- 93.08% positive (the most positive place!)

That’s a lot of positivity.

Here are some more emojilicious findings:

  • Most cities are very positive. Even the most negative city (Paterson, New Jersey) still generated 61% positive emoji tweets ?
  • However, the ??  is very negative. The top 20 most negative cities are all in the states ?
  • In contrast ?? is very positive. The top 15 most positive cities are all in India ❤️

It’s no surprise that there’s so much positivity in the air. Joyful emojis are actually our favorite emojis ?

Pie chart reveals that 'joy' and 'disgust' are our favorite types of emojis to use.

So now you know the happiest places on earth according to emojis, but emojis can reveal so much more. If you’re interested in discovering:

  • How men and women use emojis
  • What the most popular emojis are
  • If we used negative emojis more in the evening
  • And which brands are hated most (according to emojis)

Download our free emoji report.

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The Emoji Report 2017

We analyzed every emoji published on Twitter over the last two years..

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