Demographics

• Gender

  Historically women had a slightly stronger preference for Tories than men.

  In the Blair era the lines blurred, possibly due to women being more likely to have jobs as men.

  Turnout does not differ significantly between gender.
• Age

  Older people exhibit a tendency to vote Tory.

  As they own more they are more likely to vote for the party that protects material interests.

  Older voters are more influenced by past experiences.

  2010 - 44% over 65 favoured the conservatives.
• Ethnicity

  Minorities more likely to vote Labour. Also a link to class, minorities disproportionately in lower pay jobs.

  2010 - 60% minorities favoured Labour.
• Region

  Rural and suburban voters typically lean conservatives, typically areas of high home ownership.

  Labour used to dominate Scotland, which has now moved to the SNP.