We commissioned Public First to conduct research into public perceptions of UK universities. The research found that parents want their children to go to university, but there’s a knowledge gap between the public and higher education institutions.
Findings
Parents want their children to go to university:
- 81% of parents with children under 18 said they wanted their children to go to university
- The main reason parents are enthusiastic about a university education is because they think their children will get a better job (70%)
- Of the 81% of parents who said they wanted their children to go to university, the top reason was the likelihood this would lead to a better job and that the social aspect will help them grow personally
The public see universities and graduates as having a vital role in responding to future challenges:
- 59% of respondents think we’ll need the same number or more graduates in the workforce in the future (compared to 24% who think we will need fewer graduates).
- When asked how Britain should develop and maintain expertise in AI and green energy, the top answer (42%) was ‘we should ensure universities have the skills and resources to conduct advanced research in this area’
- The public identify breakthroughs as tending to come from ‘staff and students conducting advanced research in at universities’
Despite the overwhelmingly positive public attitude towards universities, there’s a gap in the public’s knowledge about what their local university does:
- 51% of people said they know ‘not much’ or ‘very little’ about the roles their local university plays in their local area
- Respondents aged over 65 were much more likely to say they didn’t know much about their local university