The survey, which will be available as a supplement in the 29 May 2011 edition of the Sunday Times, is based on urban youth market research conducted by HDI Youth Marketeers. This year's survey includes an additional eight brand personality categories that are set to serve as a gauge with which to measure the success of the growing trend of utilising celebrities to endorse big-name brands.
Spanning 72 categories, and unpacked into two studies - Coolest Brands and Lifestyle Habits - the survey illustrates young consumers' brand preferences based on what they deem 'cool', irrespective of their financial constraints.
This year, over 7200 young South Africans, from six provinces, were polled on everything from the 'coolest' fast food outlets to cellular network providers, celebrities to fashion brands, and banks to tertiary institutions. The results are set to be an insight for any brand looking to refine or modify its current marketing methods.
The survey illustrates what the leaders, movers and shakers of tomorrow are responding to today, as well as measuring how the effectiveness of marketing and branding campaigns, either specifically or not specifically aimed at this target market, are being consumed and interpreted.
"It's no secret that brands need to understand their audience in order to achieve any discernible market penetration," says Enver Groenewald, GM of Advertising Revenue and Strategic Communications at the Sunday Times. "A survey such as this exemplifies why it would be ill-advised for those same brands not to pay heed to their preferences."
Today more than ever in the history of consumerism, consumers - irrespective of age - are more empowered and equipped to instantly make their opinions heard by their peers. MD of HDI Youth Marketeers, Jason Levin adds, "With this top of mind, brands need to understand how to involve young consumers, which a survey such as this helps achieve. What's more, bearing in mind that over 50% of South Africa is under the age of 23 and spent R95.3 million in 2010, makes their feedback even more important!"
Dealing with a target market firmly rooted in the digital age, the awards ceremony, entitled Game On!, will see local and international corporate and consumer brands as well as local TV, radio and film personalities attend.
For more information, go to www.hdiyouth.co.za
