Young people are much more likely to turn to parents (39 per cent) and teachers (37 per cent) for information, a study by the left-leaning Demos think tank has found. The internet was only the third most popular choice, with just 15 per cent of 15-and 16-year-olds choosing it as the preferred way to learn.
The Ready for the Future report found that young people consider hard work four times more important to future career success than being creative.
Similarly, when asked what they felt would improve their chances of getting a job, having good ideas was seen as having limited value. Qualifications came top, with 79 per cent of participants putting it in their top three.
Only 4 per cent of young people in the study said they wanted to open their own business in the future.
The report was commissioned by the National Endowment for Science, Technology and the Arts, which supports innovation and creativity. Jonathan Kestenbaum, chief executive, said the study's findings showed a difference between what employers want and young people's skills and perceptions.
The report, based on interviews with than 300 young people, was issued by Nesta to coincide with the launch of their 'future innovators' programme.
The scheme includes pupils devising business ideas to reduce the carbon footprints of their schools, and supporting a business centre in Bolton for entrepreneurial nine to 19-year-olds.