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TD AMERITRADE Survey: One-Third of Students Report They Would Delay College Due to the Expense It Requires

Growing expenses cause many young adults to re-think college choices

OMAHA, Neb.--(BUSINESS WIRE)--When it comes to how Americans view their choices in higher education, the tides may be turning.

"Education can be costly for those who are not prepared, and building a foundation for college expenses early will help alleviate financial challenges when it comes time to enroll."

A new survey released by TD AMERITRADE Holding Corporation (NASDAQ: AMTD) found that more than 36 percent of today's teens would consider delaying or not going to college due to the expense it requires.

Additionally, the survey found that 41 percent of adults and 35 percent of teens believe that attending a big name school is important, but not necessary to get ahead. Teens today are also split on the value of an education from a big name school, as 17 percent of teens believe the expense is worth it because the name will help secure employment, compared to 13 percent of teens who believe an education from a big name school is less influential in securing employment.

According to Stuart Rubinstein, managing director, investment products, TD AMERITRADE, the volatile economy paired with rising education expenses is behind the findings.

"The recent economy has definitely had a profound impact on how we view higher education today," Rubinstein said. "Education can be costly for those who are not prepared, and building a foundation for college expenses early will help alleviate financial challenges when it comes time to enroll."

While education expenses continue to grow year after year, the news isn't all bad. Today's teens are ready to help - 78 percent say they would like to establish a plan that includes them and their parents splitting the cost of higher education, compared to just 41 percent of adults who report doing the same when they were teens. More than half of today's teens (54 percent) also report that while they are interested in saving for college, they don't know how to get started.

TD AMERITRADE offers families the following tips to help them properly prepare for education expenses together, no matter what school they choose to attend or when they begin their planning:

1. Get an Early Start

The first step is for parents to start a savings and investing plan early - even if they can only afford a small amount - and contribute to it regularly, increasing the contributions when they can. If parents expect their children to contribute, they should set that expectation early and have the teens contribute as they begin to work.

2. Assess the Details

Parents and teens should analyze their current situation together, taking into account what they already have saved for college and how long it will be before the first year of school begins. TD AMERITRADE provides a college planner to help them determine savings goals for college tuition costs and calculate the amount to be invested each year to meet that goal.

3. Select an Education Savings Vehicle

After parents and teens have assessed their financial status and anticipated their impending needs, the next step is to compare the features of different education savings choices, such as a 529 College Savings Plan, custodial account, or Coverdell Education Savings Account, to determine which may be the best fit.

4. Monitor Your Financial Progress Together

It is not enough to simply establish a savings plan. You must monitor your progress along the way to ensure your strategy is helping you stay on track to meet your financial goals. Keeping score along the way is an important responsibility that can be shared by both parents and teens.

For more information on the various college savings options available to parents and teens planning for education expenses, visit TD AMERITRADE's college savings Web site.

AMTD-G

Survey Methodology
These results are based on a survey conducted by Infogroup | ORC of Princeton, N.J., on behalf of TD AMERITRADE. Seven hundred seventy two (772) adults who are age 20 to 59 along with 363 teenagers 14 to 19 participated in a telephone survey conducted July 8-13, 2010. Survey participants across the country were asked to share their views on how the current economic environment has affected their lifestyle and outlook. The margin of error among the adults 20-59 in this survey is ±4%; among the teenagers, the margin of error is ±5%. This means that in 19 cases out of 20, survey results based on 772 respondents will differ by no more than 4 percentage points in either direction from what would have been obtained by seeking the opinions of all eligible U.S. adults who are 20 to 59 years of age. Similarly, the results of the survey among teenagers will differ by no more than 5 percentage points in either direction. Infogroup | ORC and TD AMERITRADE are separate, unaffiliated companies and are not responsible for each other's products and services.

About Infogroup | ORC

Infogroup | ORC is a leader in global market research with expertise in Information Technology and Telecommunications, Healthcare, Financial Services, Public Services and Consumer Behavior. For more information, visit www.opinionresearch.com.

About TD AMERITRADE Holding Corporation
TD AMERITRADE Holding Corporation (NASDAQ: AMTD), through its brokerage subsidiaries,(1) combines innovative trading technology, easy-to-use-and-understand trading tools, investment services, investor education and superior client service to create a market-leading financial services experience. Now home to the award-winning thinkorswim trading technology(2) and the Investools investor education program, TD AMERITRADE provides millions of retail investors, traders and independent registered investment advisors with the tools, service and support they need to help build confidence in today's rapidly changing market environment. For more information and resources for journalists, please visit the TD AMERITRADE newsroom at www.amtd.com.

(1)TD AMERITRADE, Inc., member FINRA (www.FINRA.org) /SIPC (www.SIPC.org) /NFA (www.nfa.futures.org) and TD AMERITRADE Clearing, Inc., member FINRA/SIPC.

(2) thinkorswim, prior to joining TD AMERITRADE, earned 4.9 stars, the top score, in the category "Trading Technology," and was rated #1 overall online broker in Barron's ranking of online brokers, 3/15/2010. thinkorswim was evaluated versus others in eight total categories, including trade experience, trading technology, usability, range of offerings, research amenities, portfolio analysis and reporting, customer service and education and costs. thinkorswim topped the list in 2006, 2007, 2009 and 2010 with the highest weighted-average score. Barron's is a registered trademark of Dow Jones & Company © 2006-2010.

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