Today’s students are more career-driven than ever and take a far more measured approach to university choice than their predecessors according to a Cardiff University survey.

The survey, based on responses from 1,000 people who are either graduates, current students or those planning to attend university, found that almost two thirds (59 per cent) of students planning to attend university next year rank employability prospects as an important factor when choosing where to apply, compared to less than a third (29 per cent) of those who attended university in the past.

The importance of boosting employability is also shown by the increased focus on gaining work experience while studying. More than a third of graduates say they didn’t do any work experience at university but this is virtually unheard of today, with only one in ten (11 per cent) of first year undergraduates yet to do a placement.

Amongst those applying this year, 98 per cent consider work experience to be important with two thirds saying they anticipate spending at least five hours per week learning on the job.

Building up an impressive CV is also a key driver for today’s students. A third of those now applying to university and more than a quarter of first year undergraduates say they think about this, compared to only 15 per cent of graduates looking back at priorities when they were at university.

"With more and more people completing higher education, it is encouraging to see that students are taking the decision to attend university even more seriously than in the past,” says David Roylance, head of Undergraduate Recruitment.

"In such a tough economic climate, students understand that alongside an academic education they must also develop the skills required in the workplace, whether that is through their course, work experience or extracurricular activities.”