Sunday Times Generation Next youth survey: The kings and queen of cool

12 June 2016 - 02:00 By GABI MBELE

Funnyman Trevor Noah and Dance Again hitmaker Black Coffee remain the undisputed kings of cool among South African youngsters.

For the fifth consecutive year, The Daily Show host was named coolest local male screen star and Black Coffee was coolest local DJ in the Sunday Times Generation Next youth survey.

The survey, conducted by HDI Youth Marketeers, canvassed opinions from people between the ages of eight and 22.

The results indicated that the "youth are a market that know what they want and respect brands that invest in their communities", said HDI Youth Marketeers MD Jason Levin.

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"They proactively seek brands that sell them experiences they can share with their friends. They want to be immersed in stories and experiences that brands have to tell - as long as they have an opportunity to choose them."

At the Sandton Convention Centre on Friday night, Nike was named overall coolest brand and the coolest clothing brand with the coolest brand slogan.

Affordable clothing store Mr Price was the leading retailer, Sandton City the mall of choice and Gold Reef City the favourite entertainment destination.

The respondents chose Samsung as the coolest cellphone, Vodacom as the coolest network provider and WhatsApp as their favourite social media platform.

On TV, the youngsters picked Trace Urban as their coolest channel, with Zulu soapie Uzalo the favourite programme and favourite soapie.

Chris Brown was the best international celeb, while Noah returned as the coolest local celeb after being toppled last year from the position he has held since 2012 by Cassper Nyovest .

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Lip Sync Battle host and MetroFM presenter Pearl Thusi was the favourite female screen star, ousting Minnie Dlamini, who had held the position for the past three years.

"I think I owe this to [rapper] Emtee for having a song about me. He really put me on. I don't think I would be recognised by kids without that song," Thusi said at the event.

Rapper AKA was named the best music star, and MetroFM the top radio station for the fourth consecutive year.

Coolest local sportsperson was cricketer AB de Villiers.

Times Media Group sales and marketing general manager Trevor Ormerod said: "The insights we glean from South Africa's youth are crucial in guiding companies invested in the success and longevity of their business, and we look forward to maintaining our commitment in the years to come."