SA Youth Says Yes: #WeLoveSamsung

Aug 21. 2017

Samsung wins (again) at the prestigious 2017/18 Ask Afrika Youth Brands Awards.

JOHANNESBURG, South Africa - 21 August 2017: South Africa’s youth has again 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. The announcement was made as a finding of the Ask Afrika Icon Brands Survey for 2017/18, whose top honours were awarded to brands that outperformed thousands of other brands across 19 sectors, at the annual awards ceremony on the 14th of August 2017.

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 are 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.

Samsung has a proud history of excellence when it comes to these awards. Last year, the brand won the New Technology/Tablets category and Smartphones category. It also scooped up the gold as the top tablet brand in the Ask Afrika Icon Brands Awards 2015 amongst other esteemed positions.

“Samsung will continue to provide leading solutions to a market of digitally savvy young consumers who know what they want and are highly in tune with the latest technological advancements across the global community,” concludes Hume.

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, medical equipment, network systems and semiconductor and LED solutions. For the latest news, please visit the Samsung Newsroom at

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.

For further information, please contact:

Michelle Barnes

PR Worx   

011 896 1818

079 021 5006

Jakes Griffioen

Samsung Electronics South Africa

011 549 1646

071 671 2052