Lib Dems were blamed for the failures of the coalition and was wiped out as a Parliamentary party
2015 was the Conservatives' first majority since 1992
the turnout was 66%
SNP broke Labour's traditional dominance in Scotland, gaining 56 out of the 59 seats
Conservatives won 320 seats to Labour's 232
UKip got one seat but 12.6% of the vote
David Cameron was the leader of the Conservatives, and had the least negative image
Ed Miliband was Labour and was not respected
NickClegg was Lib Dem and was also short of public respect
Nicola Sturgeon was SNP and had quite a positive image
this was the second campaign to use televised debates
Cameron refused to have a one-to-one debate with Miliband, only agreeing to a seven-person debate which proved bland and didn't help Miliband stand out
the opinion polls underestimated the turnout of the elderly
Labour's campaign was pro-Labour rather than anti-Conservative
Age - Labour won 18-24, tied 40-49, and Conservative won across every other group, gaining a 20% advantage with +65s
Regional - England overwhelmingly Conservative, reducing Lib Dem votes. Lab + Lib Dems nearly wiped out in Scotland
Class - AB, C1 and C2 Conservative. Lab won DE
Ethnicity - Lab won 67% of Afro-Carribean vote, Cons 21%. Cons won decisively with Asian people outside of India
Gender - Cons won similarily with men and women -> 37% and 38%. Lab had a clear gender gap with more women than men