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,” says Fleischer.