It says that while the overall demand for full-time undergraduate study is still dominated by bright young people, it has become more broadly-based in terms of social and educational backgrounds and age.

The survey, Making the Right Choice, involved research on more than 20,000 university applicants and 2,000 school students.

Talking of potential students as "consumers", the report says they are increasingly over 21, from lower social classes and income groups, and less likely to have A levels or Highers as their main entry qualification.

The report says the pattern varies considerably from one institution to another, with the 'new' universities - the former polytechnics - most likely to attract entrants from non-traditional groups.

Widening participation

The government is keen to expand the numbers going into higher education in the UK. In England alone, universities are getting a cash injection of £776m over the next two years to create more than 60,000 new places.

Most students expect to have to work to support themselves

In return, ministers want "resolute action" from the universities to broaden access to under-represented social groups. The new survey gives them some pointers as to how to go about it.

The top priority across the range of applicants was still the subject they wanted to study. But other factors are rising in importance, the report says.

Non-traditional applicants, particularly older people and those from ethnic minorities, put more emphasis on reputation and quality, and also closeness to where they were currently living.

'A good course and a good time'

The more traditional applicants - "the young, academically qualified" - were more likely to be aiming to balance factors relating to academic quality and social life. As the report puts it, "seeking 'a good course and a good time'."

It says cost is also a significant factor in the choice process, again more so for the non-traditional student groups who are more likely to come from lower income and social classes.

The focus of the research was on people who had already decided to apply to university so it did not investigate what impactthe cost of going on to higher education was having, especially the replacing of maintenance grants by loans and the introduction of tuition fees of up to £1,000 a year.

"However, there was some evidence that cost factors act as a limiting influence on choice for many, affecting decisions about what and where to apply, and also, though to a lesser extent in this survey, about whether or not to apply to HE at all," the report says.

Costs underestimated

Most of the applicants expected to have to work at some time while they were students, and most would prefer to work during the vacations rather than in term time. Living at home to reduce costs was the least preferred option.

Many applicants underestimated how much it would cost them to be at university. Excluding tuition fees, 72% of those surveyed reckoned it would be £2,000 to £5,000 a year. The report says informed estimates of the actual costs being incurred by students are at the upper end of this range.

"If all groups of students are to become more 'informed consumers' and make the 'best' decisions about their choice of course and institution, and if barriers to participation for under-represented groups are to be minimised, then a number of developments to improve student choice are needed," the report says.

"It is important to recognise that the population of potential students is increasingly diverse in terms of their backgrounds, circumstances, aspirations and access to information."

Internet 'could be used more'

More needs to be done to inform them about what is on offer and about the real costs of study. Better use could be made of information technology, and the Web in particular, in getting the message across and helping people choose where to go.

More use could be made of information technology, report says

"Developments in IT should allow the idea of a 'checklist' to become an interactive decision-making guide linked to relevant sources of information and advice," it says.

"New sources of information can also be provided, such as Web cameras on campuses, and student chatlines, which give a more qualitative insight into student life.

"Greater and more creative use of the Internet has potential for informing would-be students about choice of where and what to study."

The universities also need to provide more single points of contact - one-stop shops - where potential students can be informed about a range of issues relating to their study.

Students had complained that what they were given often amounted to a glossy advert for a place, or full of internal information, rather than a helpful and realistic guide for applicants.