Non-IT graduates think a job in IT would be "boring," despite its good career prospects, according to the Career Development Organisation (CDO).
Responses from nearly 2,000 undergraduates across the UK showed that most students think the IT sector has a bright future with good prospects for highly paid jobs.
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But over 60% of non-computing students do not wish to enter the sector because they think it will be boring.
The survey also suggested that men and women have different reasons for choosing IT.
According to the research, women will be attracted by the impact that IT projects have in other sectors and areas of life, while men tend to like the technical projects.
Less than 10% of the undergraduates felt that the benefits of an IT-based degree had been effectively communicated to them at school.
Mike Rodd, director of Learned Society at the British Computer Society, said, "Greater exposure of young people to the merits of a job in the IT sector is vital. We need to show them the variety of roles in IT and the importance that IT carries today.
"IT is at the heart of business these days and there are real opportunities now to have a career in IT which will ultimately lead to a position on the board."
See also: Discussion of this story on slashdot
Related update 24 Jun 17:55: IT staff wasted on non-strategic 'chores'
Related blog on 25 Jun: It is boring? The editor's blog