by business editor Trevor Sturgess

Employability has become the main factor in studying at university amid mounting concern at rocketing fees.

That’s the conclusion of a Populus survey for KPMG, the accounting and business advisory firm, in the wake of recent figures showing university applications down by 9%.

With unpromising employment prospects for graduates, university is now regarded by 68% of parents and students as a route to a job, with only 12% talking about a desire for a rounded education.

Just 5% said it was about "finding yourself" while only 2% claimed it was about "having fun." Choice of course is also being increasingly determined by job prospects.

The new high-fee regime - the maximum £9,000 a year at some universities - including Kent but less for most courses at the Universities of Greenwich and Canterbury Christ Church - has raised parental expectations of better and timetabled careers advice.

Despite postponed repayment arrangements, one in five parents (19%) admit that "part of me hopes my child won’t get in - or hadn’t got in - to university because of the costs I could face."

Most parents (77%) said the increase would be a barrier to their child going to university while 69% of school leavers planning to go to university say it could be a barrier. Despite this, a majority (71%) still believe that going to university is as important as ever.

Oliver Tant, head of audit at KPMG, said: "The competition and the perceived costs involved mean that a return on investment is essential."

Parents and students should look at all the options before deciding on university and it was "crucial for employers to do more to develop programmes that offer credible, quality alternatives to school leavers."