Youth choose top 21 brands

November 23, 2015, 5:05pm


The cell phone company that once dominated the market across all segments is still the top player when it comes to the youth market in South Africa. Nokia was the overall winner of the Ask Afrika Youth Brands Awards for 2015.

By eNCA

JOHANNESBURG - The cellphone company that once dominated the market across all segments is still the top player when it comes to the youth market in South Africa.

Nokia is the winner of the this year's Ask Afrika youth brand loyalty survey, which was released on Monday.

According to the South African market research company, the purpose of the research is to enable solutions for brands to deliver measurable results in terms of their status across the youth market in South Africa.

So which other brands were the youth most loyal to in 2015? Shoprite came second overall, Mr Price third and Edgars fourth.

Lucky Star Pilchards also made the list coming in at number 13 ahead of BlackBerry which came in last at 21, while its rival Samsung came in eighth on the youth loyalty brands survey.

The Ask Afrika Youth Brands survey interviewed a sample of 8,374 youth consumers aged 16-34, and the survey represents the views of 11,952,000 youth living in South Africa.

“Face-to-face interviews were done and the results were audited by an external company to make sure everything was correct,” the company said in a statement.

“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,” the statement said.

- eNCA