Emoji questionnaires can be used with a range of population segments: Findings relating to age, gender and frequency of emoji/emoticon use

•Emoji interpretation was not influenced by gender or frequency of emoji/emoticon use.•A few age-related differences existed with regard to emoji interpretation.•Consumers of different gender and age completed emoji questionnaires similarly.•Emoji questionnaires can be used by more and less frequent users of emoji/emoticon.•Emoji questionnaires seem suitable for a range of population segments.