JOHANNESBURG, South Africa – 14 June, 2019 – The Sunday Times Generation Next Survey 2019, conducted by HDI Youth Marketers has been announced. Samsung has been announced as the ‘coolest cell phone brand’ in the nation. Since 2004, the study has kept track of how youth interact with and respond to brands. It’s now the leading annual youth brand preference and consumer behaviour survey, polling over 5,500 youths aged eight to 23. Samsung is now, for the fifth year in a row, the recipient of the Coolest Cell Phone award and was voted second Coolest Brand across all categories.

“It’s always an honour to be considered for awards of this kind. Samsung’s focus is on creating brands and services that empower people to do more. These awards validate our continued and dedicated focus on the nation’s youth – a generation that are connecting, creating and taking bold steps into a future, now shaped by endless possibilities, “says Cambridge Mokanyane, Chief Marketing Officer at Samsung South Africa.

The survey covers brands from clothing and beauty products to tech, television shows and local celebrities. This means Samsung competed against many incredible companies with diverse offerings that interest the youth. To be a stand out as one of the coolest brand’s overall is a testament to the brand’s continued focus on designing products that are relevant to the youth market. This is especially poignant in a year that Samsung celebrated 10 years of Galaxy with the popular A Series release being amongst the products that is specifically targeted at the new generation of connectors and creators.

“We are delighted to know that as Samsung, we resonate with the youth of South Africa – in a year when we also celebrate 25 years of Samsung in South Africa, we’re proud to see our vision come to life – a generation empowered to achieve what was once just a dream, “concludes Mokanyane.

Since 2004, the study has kept track of how youth interact with and respond to brands. It’s now the leading annual youth brand preference and consumer behaviour survey, polling over 5,500 youths aged eight to 23. Samsung was honoured with the Coolest Cell Phone and Coolest Computer Brand award.

Justin Hume, Chief Marketing Officer for Samsung South Africa, says, “It’s always an honour to be considered for awards of this kind. Samsung’s focus is on creating brands and service that are innovative and people-centred, fitting in to our users’ lives seamlessly to enhance whatever their unique lifestyle is.”

Samsung placed second in the category for Coolest Brand Overall.

“The survey covers brands from clothing and beauty products to tech, television shows and local celebrities, so we’ve been pitted against many incredible companies with diverse offerings that interest the youth. To be a stand out as one of the coolest brand’s overall is a testament to the hard work our team, both globally and locally, has put in to ensure our products remain relevant to the youth market.”

Survey’s like this are a great way to really get into the minds of South Africa’s youth, so that brands can understand and deliver exactly what they want.