40% of U.S. College Students Are "Friends" With a Brand

According to a new “University of Media” study conducted by Mindshare’s Business Planning group in partnership with Alloy Media + Marketing and Brainjuicer, the average U.S. college kid’s social sphere encompasses 87 email contacts, 146 cell phone contacts and 438 friends on social networks. The study followed 144 students between the ages of 18 and 24, interviewing them via hourly text messages over a two-day period about their current location, media they are interacting with at that moment, and any advertising in sight. The study found that college men have more email and cell phone contacts, while college women have a much greater number of social network friends. Four out of every 10 college students report having “friended” a brand on a social network — compared to 19% of adults.

Lots more details at MediaPost.