Geography

There is a consistent north/ south divide in voting behaviour in the UK. The north (Wales is also strongly Labour) tends to favour Labour and the south favours the Conservative Party. In 2001, the southern part of England voted 56.3% for the Conservative Party whilst the north of England, Scotland and Wales voted 82.4% in favour of the Labour Party. This pattern may be linked to the industrial past of the UK when heavy industry and links to trade unions were concentrated in Central Scotland, the North of England and Wales.

In 2010, Labour lost support in Scotland and Wales, generally to the Lib Dems or the SNP.

AGE AND BACKGROUND

The writer G.B. Shaw once wrote that 'If you are not a socialist by the time you are 25, you have no heart. If you are not a Conservative by the time you are 35, you have no head'. There is a link between age and party support, although it is not easy to say why this is. Those under 35 tend to vote Labour and the Conservative vote increases with age. This may be because Labour was traditionally seen to be the idealistic party vote, looking for a more egalitarian society.

There is also a link between ethnicity and voting behaviour. The Labour party has tended to benefit from the ethnic minority vote, especially the Afro-Caribbean vote. This may be because, in the past, Labour policies have seemed more sympathetic towards ethnic minorities.

The Conservative again Conservatives made gains in 2010.

ISSUE VOTING

Public opinion is also influenced by what the parties publish in their manifestos - declarations of what they intend to do if they win the election. It is unlikely that a party which says that it will increase taxes will gain many voters, even if the money is to improve education. The economy, health, education and crime always feature highly on the minds of voters at election time. How a party addresses these and other important issues can either gain or lose them votes.

MEDIA

Newspapers, magazines, television and radio also influence voting behaviour. The media is the means whereby voters form opinions on the ability of political leaders and whether the Government is doing a good job or not. While few will admit it, people are influenced incidentally by the editorial stance of a newspaper they read. People tend to buy the same newspaper regularly, often for reasons other than its political stance. But they will be influenced by its editorial opinions. Outside election times, most readers will not realise that the Daily Record favours the Labour Party and that the Daily Mail favours the Conservative Party.

It is assumed that radio and television coverage of political issues is impartial. But, despite the most professional reporting, sometimes the natural inclinations of individuals can seem to come out during an interview. All party leaders have at some time complained about the BBC, which suggests that it is impartial in its coverage. Many people believe that TV is more important than newspapers as fewer people buy newspapers now. However, politics can easily be avoided on TV by simply changing the channel.

There is also seen to be a danger that the ownership of the media is being concentrated in too few hands. News International, owned by Rupert Murdoch, controls a large number of news and media organisations. There are concerns that, as a result, he is able as an individual to shape public opinion and influence voting behaviour. In the run up to the 2010 UK General Election, the Sun newspaper ran the headline ‘Labour’s Lost it’, letting readers know it has switched its support from the Labour Party to the Conservative Party. The Sun has the largest circulation figures in the UK and famously supported the Labour Party in 1997.

The Internet now plays an important role in influencing voters. Like newspapers, websites are allowed to show bias. Politicians and political parties are keen to use websites, blogs, wikis, podcasts or having listings on social networking websites like facebook and twitter as a way of reaching voters, especially young voters. Young voters are less likely to vote. Voter apathy is a major obstacle for all political parties and politicians alike, with only 61% of voters turning out to vote in the 2005 General Election.