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Youth vote endorses Samsung brand

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South Africa’s youth has endorsed Samsung as their brand of choice across the Smartphone, Tablet Devices and Cellular Phone categories, as well as the Platinum Icon Brand of Tomorrow in the Smartphone category in the 2017/18 Ask Afrika Youth Brands Awards.
The largest of its kind in South Africa, the survey is created by the Target Group Index (TGI) in partnership with City Press and Rapport newspapers. This year, it incorporated 15 284 South African interviews to represent over 25-million adult South African consumers and was conducted by Ask Afrika, which is South Africa’s largest independent market research company.
Consumers were asked to vote for the brands that they feel best unite them and form part of the nation’s common experiences. While the survey itself pays close attention to brand loyalty amidst consumer trends, the awards celebrate thought-leader brands that form part of South Africans socially constructed realities, especially within the 15 – 34 age group.
“Thank you to the South African youth market which has voted to reaffirm that Samsung’s creative technological innovations are born out of a deep understanding of what our consumers want and need and that our products indeed enrich our customers’ lives and contribute to social prosperity. We are honoured to have our future leaders recognise us as an iconic global electronics brand that has formed meaningful connections with them,” says Justin Hume, chief marketing officer at Samsung Electronics South Africa.