1617The second most-cited factor was more idealistic: to improve knowledge in an area of interest (which was mentioned by 64%). This was a particularly strong motivation for arts and humanities students (71%), but less so for those taking vocational degrees such as law (49%). Third was improving salary prospects (cited by 62%), which was of greater importance to men (64%) than women (60%) and - perhaps surprisingly - to those studying at traditional universities (67%) than at new institutions (57%). Other factors included a degree being essential to students' chosen profession (47% said it was, up from 44% in the last survey), and the fact that it was 'the obvious next step' (40% cited this as a factor, though the proportion may fall when tuition fees rise).Academics wanting to teach independent, motivated students who are alert at 9am lectures may also be relieved to hear that a lower proportion of students went to university to enjoy a good social life (26% mentioned this), because their parents expected them to (also 26%) or because they did not know what else to do (which was given as a reason by 18% of respondents).One main reason for going to universityWhen they were asked to narrow down their motivations, the pragmatic nature of most students' choices became clear. Whereas in 2010 the top reason was improving career prospects, this time it was that a degree is essential to the students' chosen profession (24% said this was their primary motivation). Top three reasons for going to universityTo improve job opportunitiesTo improve job opportunitiesTo improve job opportunitiesTo improve job opportunitiesTo improve job opportunitiesTo improve job opportunitiesTo improve job opportunitiesTo improve job opportunitiesTo improve knowledge in an area of interestTo improve knowledge in an area of interestTo improve knowledge in an area of interestTo improve knowledge in an area of interestTo improve knowledge in an area of interestTo improve knowledge in an area of interestTo improve knowledge in an area of interestTo improve knowledge in an area of interestOverall Humanities and artsSocial sciencesScience and engineeringMaths/computing and technologyBusiness and managementLawMedicine and allied subjectsTo improve salary prospects To improve salary prospects To improve salary prospects To improve salary prospects To improve salary prospects To improve salary prospects To improve salary prospects To improve salary prospects 61%72%79%79%75%83%77%59%64%71%66%69%65%54%49%49%62%51%65%73%67%73%62%53%

1617This was even higher (27%) at new universities, where a larger proportion of students take vocational subjects, and was much also much higher among women (28%) than men (19%). The second most significant factor was improving job opportunities (21% said this was their one key reason), putting these two factors far above any other. The third most popular choice, improving knowledge in an area of interest, was cited by just 10% of students.Effect of the current economic climate and extra competition in the graduate job market on career or course choiceThe proportion of students who have rethought their career or choice of degree course has risen slightly since 2010, up from 11% to 13%. This could be a reflection of the continuing poor economic outlook. With the coalition government warning that the austerity measures introduced at the start of the parliament will have to continue for much longer than originally envisaged, a significant minority of students appear to be rethinking their plans. The proportion of men and women making changes was the same, while those in the second year of their studies - and therefore closer to graduation - were more likely to have rethought what they were doing (15% had) than those in their first year (for whom the figure was 11%). In terms of subject mix, social science students were almost twice as likely to have had a change of direction (19% had) as those studying medicine and allied subjects (11%).Non-academic factors considered when choosing which university to go toThe reasons students choose a particular university are complex, ranging far beyond academic concerns. The most important for the participants in this year's survey was the impression they gained from open days, which was cited by 53%, mirroring the findings from 2010. "There are not many job opportunities in the subject I had originally wanted to do"Good impression from open days Geographic locationFriendly atmosphereAttractive environmentCampus universityClose to transport linksLiving away from home but sufficiently closeActive social life/good social facilitiesFavourable internet researchQuality of accommodation53%32%43%29%43%28%37%27%34%23%Top 10 reasons for university choice