Nokia is still the top player when it comes to the youth market in South Africa, emerging as the overall winner of the Ask Afrika Youth Brands Awards. Samsung came in at eighth place, with Blackberry, as the only other cell phone brand, at number 21.
Shoprite came second overall, Mr Price third and Edgars fourth. In this year’s survey 21 Youth Brands were identified, followed by winners across 72 product categories.
The brands that come out top in the awards are those that are used loyally amongst people aged 15-34, irrespective of background and living standard.
Telecommunications and retail outlets dominate the youth market brand usage. The product category importance differs from Ask Afrika’s Icon Brands winners, brands which are used loyally across the South African demographic and all age groups, where food and drink product categories dominate. This demonstrates what the youth prioritise in their spending.
Youth brand usage is significant if you consider that 51% of the population in South Africa are under 34. In line with national Stats SA’s definition, youth are regarded as persons aged 15-34 years and adults 35-64 years.
“Ask Afrika’s Youth Brands rise above the clutter and resonate with South Africa’s youth.  The youth market, however, is not only defined by age, lifestyle, preferences and values are unpacked to help us better understand this market. In the South African market, the changing traditional family structure has elevated the youth’s influence in purchasing decisions. Understanding what makes them tick is vital,” says Maria Petousis, TGI director at Ask Afrika.
“The Ask Afrika Youth Brands benchmark seeks to understand which brands are used loyally by the youth, the nuances which define this market and what is required to cultivate loyal relationships, well into South Africa’s future. Our research provides insights for marketers, guiding them in how to engage the youth to ensure relevant and sustainable brands,” says Petousis.
The Ask Afrika Youth Brands survey interviewed a sample of 8 374 youth consumers and the survey represents the views of 11,952-million youth living in South Africa.