Samsung Named Top South African Youth Brand
Samsung has been named the most popular brand across two categories in the 2016/17 Ask Afrika Youth Brands Survey
JOHANNESBURG, South Africa, 13 June, 2016 – Samsung has been selected as leader in the New Technology/Tablets Category and Smartphones Category of the latest Ask Afrika Youth Brands Survey, the largest survey of its kind in South Africa.
The survey, conducted annually by Ask Afrika, polled a sample of 8,300 South Africans aged between 15 – 34 for their sentiments on thousands of brands in 71 product categories. The Survey celebrates brands which are used most loyally by South Africa’s youth, irrespective of background or living standard. According to Ask Afrika, these are brands that define a common experience, often on a daily basis to which the young people are committed to. The scores were calculated based on different metrics for assorted product categories as loyalty metrics vary for different markets.
“The South African youth market is the sector that will drive technology trends into the future, so we are honoured to note that Samsung is seen as an iconic brand both for smartphones and tablets in this demographic,” says Craige Fleischer, Director of Integrated Mobility at Samsung Electronics South Africa. According to Fleischer, the market comprises both Millennials and true ‘Digital Natives’, who are highly demanding power users of mobile technology. “Samsung’s smartphone and tablet releases in recent years have not only met their expectations, but also raised the bar for what a tablet or smartphone should be able to deliver,” he continues.
Samsung was also registered as the top tablet brand in the Ask Afrika Icon Brands Awards 2015 and ranked among the top brands in the Ask Afrika Youth Brands Survey 2015 as well as being listed as an emerging ICON platinum brand for its tablets in the Ask Afrika Icon Brands Awards 2014.
“Samsung’s mobile technology and innovation is inspired by consumers, for consumers and is designed to be meaningful and add value to their lives. Results like these epitomise our commitment to understanding what our customers really want and need from our cutting edge technology and pioneering products,” concludes Fleischer.
About Samsung Electronics Co., Ltd.
Samsung Electronics Co., Ltd. inspires the world and shapes the future with transformative ideas and technologies. The company is redefining the worlds of TVs, smartphones, wearable devices, tablets, cameras, digital appliances, printers, medical equipment, network systems and semiconductor and LED solutions. For the latest news, please visit the Samsung Newsroom at news.samsung.com.
About TGI/Ask Afrika
TGI research, for which Ask Afrika own the South African copyright, specialises in the management and provision of ‘syndicated continuous research’. Ask Afrika has grown to be the largest independent South African market research company with fieldwork capabilities in 95% of Sub-Saharan Africa. Ask Afrika is famous for its objective performance evaluations through national benchmarks on Service Excellence (Ask Afrika Orange Index®), Corporate Reputation and Trust (Ask Afrika Trust Barometer®) and Brand Performance (TGI Icon Brands™). Ask Afrika’s knowledge of brands is extensive and as owners of the local TGI license, they are the leaders in brand expertise in South Africa. The Ask Afrika/TGI relationship offers clients a one-stop research solution for all the strategic business and research needs.