11 Statistics That Will Enrage All Twenty-somethings Everywhere

Rising college costs, crippling student loans, and the worst economy since the Great Depression.

You should have been born 10 years earlier.

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1. The number of twenty-somethings with full-time jobs has gone down.

According to a July Gallup poll, 43.6% of Americans ages 18 to 29 have a full-time job.

2. The cost of a college degree is higher than ever.

When compared with the price of consumer goods, the cost of a four-year college degree has increased sharply, so it’s more than just inflation.

3. 41% of college graduates say their job doesn’t even require a college degree.

Four out of 10 college grads say they don’t need a degree for the job they’re doing, according to an August Gallup poll. Overall, 57% of all U.S. workers say their job doesn’t require a college degree.

4. Student loan debt has nearly quadrupled in a decade

Ten years ago, outstanding student loan debt totaled $240 billion. Today, it’s $1 trillion.

5. 44% of college graduates are underemployed.

The Federal Reserve Bank of New York reported in June that just under half of all recent college graduates were working in jobs that did not require their degree.

6. The number of twenty-somethings still living with their parents has gone up.

Factors that have driven more young people to live at home include declining employment, rising college enrollment, and a declining marriage rate, according to Pew.

7. The median household income has decreased in all but nine states.

Unless you live in Washington, D.C., North Dakota, Wyoming, Louisiana, South Dakota, West Virginia, Montana, Nebraska, Maryland, or Iowa, your state’s median household income has gone down.

8. Many twenty-somethings have postponed major life decisions because of the economy.

According to Pew, young people are having a hard time reaching basic financial milestones, and 2 out of 10 said they postponed marriage or parenthood because of the economy.

9. The number of college graduates who work minimum-wage jobs has skyrocketed since the recession began.

There were 284,000 college graduates who worked minimum-wage jobs in 2012, according to The Wall Street Journal.

10. Half don’t think Social Security will exist by the time they retire.

Not only do 50% of 18- to 29-year-olds not think Social Security will exist by the time they’re 67, 52% say they don’t save for their retirement now because they’re too concerned with their current financial situation, according to a St. Norbert College Strategic Research Institute study.

11. The percentage of parents who think their children’s standard of living will be better than theirs has gone down.

Parents are still more likely to say they believe their children’s standard of living will be better than theirs, but they’re much more pessimistic.


College Student Discounts

Consumer Attitudes

August 28, 2012 – According to a survey from Barnes & Noble College Marketing (BNCM), despite the prevalence of social media and the Internet, college students say traditional means – recommendations from friends and TV ads — are the most effective forms of advertising.

The 2012 College Marketing Report was based on a survey of Barnes & Noble College Next Gen Research Panel and a network of more than 7,500 U.S. college students from campuses across the nation.

Some key findings about students’ media habits, social and digital behaviors, and marketing preferences:

  • Although Internet and social media usage is strong among college students, word-of-mouth (59%) has the biggest influence on their purchasing decisions, followed by TV commercials (42%).  Magazine ads came in a distant third at 10%.  Twenty percent of respondents claim ads don’t influence their purchasing decisions.
  • The majority of college students are active readers of their on-campus newspaper; 43% say they read the print version exclusively, 10% read the online version only, and 12% read both versions.
  • What form of marketing really grabs students’ attention?  Twenty-one percent say posters/in-store signage grabs their attention, followed by email (20%), and magazines and newspapers (18%).
  • Two-thirds (65%) say they engage with brands via social media at least weekly, and a third do so at least three times a day, with Facebook being far and away the top social media choice followed by Twitter  (72% v. 45%).  With this said, 55% do not think Facebook is a good place for brands to advertise to them.
  • Students say they are most motivated by brand loyalty as a key driver of social engagement (26%), followed by coupon offers (26%) and contests (19%).
  • Six out of 10 (61%) don’t want to receive mobile marketing messages from brands. In fact, most students (58%) view the majority of their emails on their laptops.
  • According to the survey, nearly two-thirds (63%) of college students never scan QR codes located on ads.  One in three (29%) say they sometimes scan QR codes and 5% state they scan mobile action codes often, or very often (3% did not provide an answer).
  • Seventy percent of students say they’re more likely to buy from a brand that supports a charitable cause and the majority (63%) is willing to spend more on products tied to a charity.

Methodology:  The data collected for the 2012 College Marketing Report was gathered in two online surveys using BNCM’s Next Gen Research Panel. The total number of survey respondents for Survey A was 6,188, while Survey B had 1,401 respondents. For both surveys, respondents were mostly born from 1990 to 1993; the mode being 1992. For Survey A: 58% Female/42% Male; Survey B: 32% Female/68% Male. The Next Gen Research Panel is an opt-in group of college students from campuses across the nation.
Source: Barnes & Noble College Marketing news release, Barnes & Noble Releases 2012 College Marketing Report, accessed September 13, 2012.