By Mike McCarthy, North of England Correspondent
About 300,000 teenagers are due to receive their A-level results today as more students than ever are turning their backs on university.
Market research suggests that more than half of young people currently studying at university would rather do an apprenticeship if given the chance.
The Higher Education Funding Council has reported a drop in students accepting undergraduate places for the first time since 2008 and the number of people applying for schemes such as apprenticeships and vocational courses through one website has more than doubled within a year.
The rise follows a three-fold increase in tuition fees at many universities and a CBI report this summer which warned businesses to change the perception that a degree is the only way to for young people to equip themselves for work.
The skills organisation Semta has urged parents to put aside their prejudice, arguing it is hindering the flow of students into vocational training.
"Pupils are passing A-levels only to be let down when their parents fail the big test," chief executive Sarah Sillars said.
"Research has shown they can't describe what an apprenticeship is, let alone recommend their kids to take up one."
She claims many parents are "squeamish" about a vocational route because of "the long-held belief that university is the only way to go and get a decent education".
Meanwhile, the multinational company Unilever says it has placed greater emphasis in recent years on attracting talented young people to a new apprenticeship scheme.
Richard Jones, research and development director, told Sky News: "We're able to bring in students fresh from college or school and we're then able to tailor the apprenticeship to the skills that we require into the future.
"Obviously our organisation evolves and the requirements of technology evolve, so we're able to adapt throughout the (apprenticeship) programme."
Emma Brown had been offered an unconditional place to study at Sheffield University but chose an apprenticeship with Unilever at Port Sunlight on the Wirral instead.
"I had a few older friends who had already graduated and were struggling to find a job," she said.
"Everyone was asking for experience and you don't have that until someone gives you a chance.
"I thought that if I worked here I would get work experience and have no student debt. It's going to be the best option for me."
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