Young People and Higher Education - 4Sales
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Young People and Higher Education
Methodology
We wanted to get an Over half of our respondents are current university students
insight into young people’s
attitudes towards higher I am currently at university 5% 2%
education: how important
a degree is to achieving I have been to university and have 7%
success, diversity in a been awarded my degree
university setting and
I have never been to university and
alterative routes. don’t plan on going in the future 54%
32%
I plan on going to university at some
We sent a survey out to our
point in the future
community of 16-24 year
olds - 4Youth. We spoke to I went to university but did not
complete my degree
101 respondents
Note: The majority of our sample are currently at university or have been to university in the past.
Source: 4Youth survey, July 2021, n=101, Q =‘Firstly, please select which best applies to you.’
How Important University is to Young People
Career Aspirations
The idea of going to university is often traditionally linked to more “I would like to be in the publishing
‘academic’ subjects, however increasingly students are opting to industry, but recently I've been
study within more creative fields. For our sample, one of they key interested in Marketing and I'm
motivations for going to university is the idea that it will make them aware that as a career choice,
more favourable to employers and create more career opportunities. marketing doesn't have to be
limited to the publishing industry.”
When asked which industry 16-24s would like to work in, Marketing Female, 19
was most commonly mentioned, with over 25% referring to it.
Note: 4Youth is a
Channel 4 community “I would like to dedicate myself
and skews towards
those interested in to the beautiful profession of
Media. This should be education where I can guide
taken into children and young people and
consideration when contribute to their development
looking at this data.
as good people.” Male, 20
Source: 4Youth survey, July 2021, n=101, Q = ‘What career would you like to go into? If you don’t know yet, what are your top options?’
71% say University is important for them to get
their dream job
How important is to is have a degree in order to get Although, for the majority a
your ‘dream job’? degree does still remain very
valuable, in 2019 the Sutton Trust
found that this had reduced since
1% 6% 13% 23% 19% 14% 15% 2013
6% 4%
Not at all important Very important
65%
Of 11-16 year olds think that going
to university is important for their
future, down from 86% in 2013*
71% of respondents rated the
*Sutton Trust 2019
importance of a degree between 7
and 10
Source: 4Youth survey, July 2021, n=101, Q = ‘How important is to is have a degree in order to get your ‘dream job’?’
The importance of a degree is dependant on
the industry
“I think that getting a degree opens up In general, most of our
so many more options in terms of what respondents feel the
“Ultimately, I decided to go to university
jobs. Having a degree and in the same importance of a degree is
to increase my chances of employability
field as job you want to go into makes
within industries I am interested in dependant on the
you stand out and gives you knowledge
of that field before even working within
working in.” Female, 21 industry they hope to
it. “ Female, 21 enter. There tends to be a
belief that university will
enhance your CV and help
aid career progression.
“It isn't essential for me to have a “You need a balance of They also identified the
degree to go into the career that I want
experience and education significance of
to but I feel that it would offer me the
opportunity to earn more and progress to achieve your goal.” experience when finding a
my career quicker.” Male, 19 Male, 23 job to be equally valuable.
Source: 4Youth survey, July 2021, n=101, Q = ‘Please explain your answer.’
Although a degree may not be essential for success, the
overall experience is a huge draw for young people
Although not all 16-24s feel that
“Getting a degree is more important now than ever before” getting a degree has gotten more
important. Their reasons for going
to university are not solely about
16% 25% 22% 29% 9%
the degree/education. As well as
the career benefits of having a
degree, respondents mentioned:
Agree much
more The “experience”, gaining
41% of respondents disagree independence and meeting new
“Going to university is unnecessary for success” people as primary motivations.
10% 39% 28% 16% 8% “The experience, everything that
comes with uni, the friends you
meet and the places you get to go
to. I was so excited to get to know
Disagree much
more a completely new city with new
24% of respondents agree people.” Female, 21
Source: 4Youth survey, July 2021, n=101, Q = ‘Please select how much you agree or disagree with these statements’
The overall cost of a degree was the main
blocker for attending University
When we asked our 16-24s what they believe to be the main With annual fees of £9,250 in
reasons which stop people from going to university the most England and maintenance grants
frequent answer was the cost and debts associated with a replaced by loans, students can
expect to leave university with an
university education. They also mentioned uncertainty, classism
average debt of £50,800.
and lack of motivation as key reasons.
The fee price 47%
Would rather start earning money
“Money and classism is a massive
sooner 22% one I think. I come from a very
Don’t need university to pursue their
career 14% working class family and am the
When we asked them to select first to have decent GCSEs let
Lack of self-belief 5%
the top reason why they think alone a degree, so all my family
Not achieving the right grades 4% people would choose not to didn’t encourage me to go uni as
Lack of role models / peers who also
go to university 4% go, the fee price and the it’s simply not the thing our class
Lack of representation of people from
desire to work and earn were ever really do and the experience
certain backgrounds 3%
is generally very expensive.”
Other (please specify) 2% significantly high.
Female, 21
Source: 4Youth survey, July 2021, n=101, Q = ‘Please tell us what you think people’s main reasons are for going to university.’
‘Looking at the list below, please select what you think is people’s top reason for not going to university.’
University and the Coronavirus Pandemic
University in a Pandemic
Following the beginning of the
55% of Gen Zers Coronavirus pandemic in March
2020 universities have been
globally feel that forced to make changes. Since
the pandemic has introducing new learning online
greatly affected learning formats and enforcing
social distancing within halls,
their lives, Coronavirus remains to be a
compared to just major issue for universities. In
39% of over-55s* July 2021, The Bristol Tab
reported that 1 in 5 Bristol
University students are
isolating, despite the initial
lockdown being 16 months
prior.**
*Globescan 2020
**The Bristol Tab July 2021How COVID19 has impacted the University
experience for students
“There have been some cases where my
“Having no in person classes whatsoever and Overall, 16-24s feel that
seminars felt largely deflated because of a
leaving my year abroad early means my Coronavirus has negatively
combination of taking the class online and
language ability is nowhere near where it
should be. I also have ADHD and I need a class
occasionally having later classes. Regarding impacted their university
the social aspect of university, it was mostly experience. Although
environment to learn effectively. My
negative. I wasn't able to do many of the things
experience has been negative and got worse
I had hoped to do because of Covid restrictions
many felt the course
due to exhaustion. Its also put a downer on
and I can only hope that's better next year.” content was to the same
social life and mental health.” Female, 24
Female, 19 standard, learning online
hasn’t been an simple task
due to concentration and
“I live in halls, but due to lockdown after “The pandemic affected negatively my motivation struggles.
Christmas, most of my flatmates haven't been University experience as I am unable to
here so I've been mostly alone for a year. I have concentrate as much online as I was with There has been a
not been able to socialise as much with my normal lectures. Also I have been missing my detrimental impact on the
course-mates in person and have not had friends as I was unable to return to my Uni social lives of students
much of a routine. This has definitely impacted after cancelling the contract with the landlord
my motivation this year.” Female, 21 in order to save some money.” Male, 18 who feel increasingly
alone.
Source: 4Youth survey, July 2021, n=101, Q = ‘How (if at all) has the pandemic affected your experience at university? We’d like to know…’The pandemic has meant students mental
health has suffered as a result
Just 26% of young people think society treats youth
loneliness seriously* 48%
One of the most commonly mentioned consequences of the of young people in the Northwest
coronavirus pandemic was the negative impact on mental health. say they feel less confident in real-
Students expressed feeling ‘forgotten’ and ‘neglected’ in general. life social situations*
For those in their first year of University, meeting new people and *Coop Foundation 2020
making friends was harder than ever; the lack of socialising has
“I definitely felt more isolated and
increased levels of loneliness within students. lonely, and disconnected from the
world. As all work has been online, on
my own time it has been difficult to
really engage with the content and feel
supported, and also having a defining
work time, rest time. Now that things
are starting to open up more I've felt a
little less isolated but exams were
online which made them seem less real.”
Female, 20
Source: 4Youth survey, July 2021, n=101, Q = ‘How (if at all) has the pandemic affected your experience at university? We’d like to know…’Students expressed feeling more stressed
and anxious as a result of the pandemic
“I’d say my experience has been both negative
“The Covid situation also made me scared to
and positive as in some ways I’ve adapted and
go out and socialise for much of the Autumn
found ways to still enjoy uni outside of the
period, which negatively impacted my mental
drinking culture, but in others (like the actual
health. Now, things have been getting better
studying) it’s been incredibly stressful and I’d
as the weather Covid situation improved, and
say it’s part of the reason my mental health
hopefully the next academic year will be a bit
has struggled so much this year. I think the
normal and I can start having a regular uni
experience has remained mostly the same
experience.” Female, 19
since the start of the pandemic.” Female, 20
“It cut short my study abroad in my 2nd year “Their wellbeing department saw me for
but had the most negative impact on my final one or two phone appointments and
year. On top of the stress of my final year, I promptly lost interest when I expressed
had the stress of the pandemic, new that I disagreed with the mainstream
lockdowns and working from home when I narrative about the pandemic. A promised
couldn't go back to uni accommodation after wellbeing check for after Christmas was
Christmas. It made it much harder to focus never carried out - I could have killed
on my classes and put a strain on my mental myself and it would have been on their
health. “Female, 18 watch. “ Female, 20
Source: 4Youth survey, July 2021, n=101, Q = ‘How (if at all) has the pandemic affected your experience at university? We’d like to know…’Diversity at University
Young people feel University is less accessible
for underrepresented groups
16-4s feel inclusivity and
Oxford University diversity continues to be
have introduced a an issue within higher
education:
target to boost the
proportion of its 71% agree
undergraduate “Opportunities are much
intake coming from less accessible regarding
higher education for under-
underrepresented represented groups”
backgrounds from
15% to 25% by 82% agree
2023* “The journey to higher
education is tougher on
under-represented groups”
*The Guardian
Source: 4Youth survey, July 2021, n=101, Q = ‘We are now going to show you a series of statements. Please tell us how much you agree or disagree with them’The representation of groups at University:
How well do you feel these groups are represented at university?
- Where 1 = very low representation and 10 = very high representation
83%
The working class agree that
“Universities need to work harder
to create a welcoming and diverse
space for all people”
Ethnic minorities 75% rated 5 or below
56%
Minority gender and sexualities 69% rated 5 or below agree that
“Russel group universities are
much less diverse than non-
Russel group universities”
54% rated 5 or below
Source: 4Youth survey, July 2021, n=101, Q = ‘How well do you feel these groups are represented at university?’, ‘We are now going
to show you a series of statements. Please tell us how much you agree or disagree with them’63% feel underrepresented groups have to
work twice as hard to get recognised at Uni
63%
“I didn't see myself (a black queer woman)
“I attend the University of East Anglia. In terms represented anywhere including staff and
of the student union officers, I personally students. So I often stood out as I was different
don't feel represented as there's only one from my friends or people that I meet
person of colour. I also find that there are not volunteering, playing sports etc. I think at both feel that
many people of colour on my course, English universities the bame and LGBTQ community “People from under-
Literature with Creative Writing, which I don't was very underrepresented or at least not represented groups have to
think is a fault of the Uni itself.” Female, 19 made a clear welcoming space.” Female, 21 work twice as hard to get
recognised at uni”
Our sample of 16-24s
“Although I have felt represented as part of “I currently attend Manchester Metropolitan
the LGBTQ community, as Cardiff is a very safe University. I’ve mostly felt included as feel that working class
space for LGBTQ individuals, I feel that Cardiff someone from a low income background as students are the most
is massively underrepresented in ethnic there are lots of people in the same position as under represented group
minorities, both in staff and student circles. me that go to my university. However I still
Close to none of my lecturers or advisors are think you can be underrepresented because
at their universities and
POC, and the student body in my degree university as a culture expects people to be have expressed pressure
subject is largely white, too.” Female, 23 from money who attend university.” Female, 23 of financial expectations
Source: 4Youth survey, July 2021, n=101, Q = ‘As a current or past university student, we’d like to know a bit about inclusivity and representation at your University. Please tell us…’16-24s feel that Universities need to do more
to encourage underrepresented groups
“Give more funding to lower working groups,
Young people not only
“Universities could celebrate diversity more want to see more diversity
by putting in more educational initiatives with providing equal opportunities not excluding
the students union or advertising. It would ethnics minorities but neither white ethnicity within students, they feel
also be nice to see staff from under people who are just trying to get a degree. diverse teaching staff
Also they could organize multicultural events
represented groups share their experiences. “
and help people especially in trade fairs” would help to improve
Female, 24
Male,21 inclusivity.
They feel universities
shouldn’t take a tokenistic
“Make it more accessible by offering bursaries approach and instead
“Accept more students from underrepresented
groups into universities, particularly in regard that are paid into bank accounts. Lecturers embed diversity into all
to Russell Group universities and courses that from different backgrounds is definitely their activities. For
are historically underrepresented and important especially in Russell group
universities where there seems to be even less. instance, ensuring that
predominantly white heterosexual male such
as degrees in STEM. Course material should Seeing yourself in a lecturer can make all the course content reflects
also be diverse when it comes to literature, difference to your confidence in university the history and truth of
believing it is possible for someone like you.”
media studies etc.“ Female, 21
Female, 23
different ethnic
backgrounds.
Source: 4Youth survey, July 2021, n=101, Q = ‘what do you think universities need to do in order to improve their representation of a wide range of students?’Alternative Higher Education
84% agree there are other options than University
“There are many other options that you can take instead of university”
42% of young
people believe that 2%6% 9% 42% 42%
apprenticeships
offer the same value Not at all important Very important
as degrees*
84% of respondents agree that
there are many other options
*Grant Thornton 2018
Source: 4Youth survey, July 2021, n=101, Q = ‘Please select how much you agree or disagree with these statements’The awareness of higher education
alternatives
We wanted to know whether young people feel informed about “I have heard of intermediate,
advanced and higher
the range of post A-level options and decided to test their
apprenticeships. I think
awareness of some key university alternatives: apprenticeships are a good
alternative to university and did
88% were aware of what Apprenticeships are look at doing one myself but they
are almost as hard to find as it is to
77% were aware of what Foundation degrees are get into uni as a lot of companies
70% were aware of what Entry level jobs are don't offer them which is a little
frustrating.” Male, 19
Although apprenticeship awareness is high, the assumptions
around this option are that they are low paid and can limit your
future career to one industry. There still tends to be a dated “When I was first looking into
expectation that apprentices just do labour intensive job such as apprenticeships as a possible
alternative to university, I noted a
construction, plumbing and engineering or beauty related courses.
lack of options in the arts sector.”
Female, 20
Source: 4Youth survey, July 2021, n=101, Q = ‘We are now going to show you a bunch of other routes people may or may not take instead of university. Please select those which you are familiar with.’Attitudes towards Apprenticeships
Although apprenticeship awareness is high, the assumptions “I’ve heard of lots of manual and
practical apprenticeships like
around this option are that they are low paid and can limit your
carpentry, electricians etc. Pros
future career to one industry. There still tends to be a dated are learning on the job whilst
expectation that apprentices just do labour intensive job such as getting paid and usually they lead
construction, plumbing and engineering or beauty related courses. to a full time job afterwards.
However, once you’re trained
you’d have to start another
Perceived Pros Perceived Cons
apprenticeship to start a new
• Earning money • Poor pay career.” Female, 20
• No debt • Miss out on ‘university experience’
• Learning skills on the job • Limits future career
• Chosen industry experience • Higher/degree level are hard to find
• Often lead to permanent job “I think apprentices are such a
• Not as ‘prestigious’
• More ‘hands on’ good idea! Degree apprenticeships
• Potentially less sociable
• Work experience are good as you don't have any uni
• Not guaranteed a job after
debt and you get paid at the same
time!” Female, 23
Source: 4Youth survey, July 2021, n=101, Q = ‘You said are familiar with apprenticeships. Please tell us:’Students and Channel 4
16-24s naturally gravitate towards Channel 4
80% of 16-24s are School/college leavers are
Those expecting to
start university in the
registered with All4 +28% more likely to call next 12 months love C4
in the UK Channel 4 their favourite shows:
channel +13% more likely to
specially choose to watch
For linear viewing, The Great British Bake Off
share of youngs has +26% more likely to
specially choose to watch
increased +11% Celebs go Dating
YoY** School/college leavers are +101% more likely to
+54% more likely to call specially choose to watch
E4 their favourite channel Taskmaster
Source: GB TGI June 2021 Q1 (May 2020 – April 2021), base = 16+ *Channel 4 PressAll4 has the highest reach of 16-24s vs.
BVOD competitors
For those starting university in the next 12 All4 reaches 18%
months… of 26-24s monthly
VS.
+31% more likely ITV Hub – 16%
to agree “Online TV streaming services have My5 – 5%
changed the way I watch television” Sky Go – 6%
+33% more likely All4 reaches 12%
to agree “I use ‘on demand’ TV services of those expecting to go to
to create my own TV schedule” University in the next 12
months monthly
+156% more likely
VS.
to agree “I prefer to watch TV on a laptop,
ITV Hub – 9%
tablet or mobile”
My5 – 5%
Sky Go – 2%
Source: GB TGI June 2021 Q1 (May 2020 – April 2021), base = 16+, IPA Touchpoints 2021, base = 16+And All 4 has the youngest profile vs.
BVOD Competitors
All4 vs. competitor BVOD age profiles: 16-24 All4 viewers
29% are +54% more likely than
the average adult to agree
23% 23%
21% 22% “I am watching more on-
20%
19% 18% 18% 18% 18%
17%
demand television than I ever
16% 16% 16% 16%
13% 14% have”
12% 12% 12%
9% 10%
8%
16-24 25-34 35-44 45-54 55-64 65+
All4 ITV Hub My 5 Sky Go
Source: IPA Touchpoints 2021, base = 16+, viewer = at least once a monthYou can also read
