This document provides an analysis of public opinion polling data related to the upcoming 2015 UK general election, which will take place one year from when this document was published. It finds that the election is very hard to predict given lack of precedent. The Conservative party currently has a narrow lead in polls but historical data shows the other party often wins in such a scenario. Voters are increasingly volatile and negative campaigning is unpopular. The economy and immigration are top issues but few think economic growth has benefited them personally. UKIP support seems focused on highlighting issues rather than being a realistic government option. The Conservatives face challenges around maintaining their lead, appealing to UKIP supporters, and dealing with an unpredictable electoral environment.
3. 3
Base: c.1,000-3,000 British adults per poll, 1st March 2013 – 12th May 2014
Sources: Ipsos MORI Political Monitor, ICM, Populus,
ComRes, BMRB, YouGov, Survation, Opinium, Angus
Reid, Ashcroft
-30
-15
0
15
30
23
24
25
26
27
28
29
30
31
32
33
34
35
36
37
Mar-13
Apr-13
May-13
Jun-13
Jul-13
Aug-13
Sep-13
Oct-13
Nov-13
Dec-13
Jan-14
Feb-14
Mar-14
Apr-14
May-14
Conservativevoteshare
EOI% +/-
+3
32%
-3
Proximity
to 32%
Number of
polls
% of polls
+/-3ppt
444/
497
89%
+/-2ppt
388/
497
78%
+/-1ppt
261/
497
53%
Vote share trendline: R2 = 0.0049
EOI impact on vote share: R2 = 0.0782
Economic Optimism Up, Conservative Vote Share Static
“How would you vote if there were a general election tomorrow?”
“Do you think that the general economic condition of the country will improve, stay the same, or get worse over
the next twelve months?”
6. 6
The most unpredictable election in living memory?
What are the precedents?
– The last time a government increased its vote share after
more than two years in office - 1955
– (It has only happened twice since 1900)
– The last time an opposition party was elected with an overall
majority after just a single parliament out of office – 1931
– Successive hung Parliaments – only once (1910) since 1832
9. Marginal seats
To win in 2015
306
258
57
Conservatives
need 20 gains
Labour need
68 gains
10. Marginal seats
To win in 2015
306
258
57
Conservatives
need 1.9%
swing
Labour need
5.0% swing
11. 11
A 5% swing is big, but not impossibly big
Source: House of Commons Library
Swings at general elections
2.8
1.1
1.7
1.2
4.8
5.4
4.0
1.8
3.2
5.1
11.3
3.0
2.7
0.9
2.1
1.8
2.0
10.2
1945
1951
1959
1966
1974 (Feb)
1979
1987
1997
2005
Swing to Con
Swing to Lab
12. 12
May change my mindDefinitely decided
81%
18%
Increasing volatility of the voters
Q Have you definitely decided to vote for xxx party or is there a chance you may change your mind before
you vote?
Base: All British adults 18+ naming one of the three main parties Source: Ipsos MORI
62%
35%
Don’t know
21-25
April
2005 54%
45%
25-27
March
1992
23
April
2010
17. 17
The political triangle: trends
Q I want you to think about what it is that most attracted you to the … party. … If you had a total of ten points
to allocate according to how important each of these was to you, how many points would you allocate to
[each]?
Base: British adults aged 18+ giving a voting intention (c.700 in each survey, 1,210 in February 2010) Source: Ipsos MORI
LEADERS of the party
PARTY as a whole
POLICIES of the party
18. 18
The political triangle: trends
Q I want you to think about what it is that most attracted you to the … party. … If you had a total of ten points
to allocate according to how important each of these was to you, how many points would you allocate to
[each]?
Base: British adults aged 18+ giving a voting intention (c.700 in each survey, 1,210 in February 2010) Source: Ipsos MORI
44
47
41 42
46
35
33 34
32 31
21 20
23 24 24
1987 1990 1993 1996 1999 2002 2005 2008 2011 2014
LEADERS of the party
PARTY as a whole
POLICIES of the party
Meanscoresoutof10convertedtopercentages
19. 19
The political triangle: trends
Q I want you to think about what it is that most attracted you to the … party. … If you had a total of ten points
to allocate according to how important each of these was to you, how many points would you allocate to
[each]?
Base: British adults aged 18+ giving a voting intention (c.700 in each survey, 1,210 in February 2010) Source: Ipsos MORI
44
47
41 42
46
40
38
35
33 34
32 31
39 38
21 20
23 24 24
21 22
1987 1990 1993 1996 1999 2002 2005 2008 2011 2014
LEADERS of the party
PARTY as a whole
POLICIES of the party
Meanscoresoutof10convertedtopercentages
20. 20
The political triangle: trends
Q I want you to think about what it is that most attracted you to the … party. … If you had a total of ten points
to allocate according to how important each of these was to you, how many points would you allocate to
[each]?
Base: British adults aged 18+ giving a voting intention (c.700 in each survey, 1,210 in February 2010) Source: Ipsos MORI
44
47
41 42
46
40
38
41
35
33 34
32 31
39 38
26
21 20
23 24 24
21 22
33
1987 1990 1993 1996 1999 2002 2005 2008 2011 2014
LEADERS of the party
PARTY as a whole
POLICIES of the party
Meanscoresoutof10convertedtopercentages
21. 21
…pointing out what was
wrong with the policies and
personalities in other parties
…putting forward their
own policies and
personalities
80%
14%
1%
Negative campaigning
Which of the following comes closest to your views?
Base: 1,018 adults aged 18+ across 57 marginal constituencies in Great Britain, 23-26 April 2010 Source: Reuters/Ipsos MORI
25%
64%
8%
Don’t know
Is being
fought
Should be
fought
The election should be fought by the parties/is being fought by the parties…
Neither
Both
23. 23
Positive and negative perceptions - 2010
Base: 1,253 GB adults aged 18+, 18-20 April 2010 Source: Mortimore et al (2014), IJMR
Q. In general would you describe each of the following politicians as trustworthy or not?
EFFECT ON SATISFACTION WITH THE LEADER (Multivariate regression analysis)
TrustworthyNot trustworthy Don’t know
No significant
difference
Odds of being
dissatisfied
3
times as high
No significant
difference
Odds of being
dissatisfied
8
times as high
25. 25
Government lead in the polls – one year out
2015
-30
-25
-20
-15
-10
-5
0
5
10
15
20
25
One year out
26. 26
Government lead in the polls – one year out
2015
-30
-25
-20
-15
-10
-5
0
5
10
15
20
25
One year out
In 6 out of 9 elections since the War when
one party had a narrow poll lead one year out,
27. 27
Government lead in the polls – one year out
2015
-30
-25
-20
-15
-10
-5
0
5
10
15
20
25
One year out
In 6 out of 9 elections since the War when
one party had a narrow poll lead one year out,
THE OTHER PARTY WON