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Good Morning Britain Undecided Voters Polling

Poll of 1,541 undecided voters for ITV Good Morning Britain, ahead of the 2015 General Election



Headline findings

Inclination to vote

  • Following on from our first poll of undecided voters in March, the first follow-up wave of research shows them starting to make up their minds. Around one in ten (12%) on our panel of voters who were undecided at the beginning of the General Election campaign now say they have definitely made up their mind of who to vote for. Half (48%) now have a good idea of who they will vote for, and a quarter (24%) are entirely undecided.

Inclination towards parties

  • The proportion of voters undecided at the beginning of the election campaign who do not know who they would vote for has dropped by 9 percentage points since March, suggesting previously undecided voters have started to make up their minds.
  • The Conservatives and Labour appear to be the main beneficiaries of this, having seen a growth in support from previously undecided voters. The proportion who would vote for Labour if it were a legal requirement has risen to 25% from 21% in March, while Conservative support has risen to 24% from 18% over the same period. There has been little change in support for any other party.

Top issues

  • Healthcare and the NHS remains the most important issue for our panel of voters, chosen by 55%. 39% indicate immigration as a priority for them followed by the cost of everyday items (29%) and the national economy (25%).

Best party and leaders

  • Labour is the party trusted by more undecided voters to make their own families better off than any other (28%, vs 23% for the Conservatives), while the Conservatives retain a strong lead over the Labour party on trust to promote UK economic growth (43% vs 15%).
  • Our undecided panel remains unconvinced by any of the main party leaders. Like last month, people on our panel are most likely to say they don’t know which party leader they would like to see running the country most (41%)

Families of leaders

  • Seven in ten (69%) voters on the panel agree that seeing or hearing about the families of parties leaders does not affect how likely they are to vote for that party, however around half (53%) agree that it is a distraction from more important political issues.
  • Half (51%) of mothers on the panel agree that seeing or hearing about the families of party leaders is important in understanding them as a person, compared 43% of our panel as a whole.

Date Published: 9th April 2015

Categories: GE2015 | Media | Politics | Public and communities | UK

Client: ITV Good Morning Britain


ComRes interviewed 1,541 undecided voters online between 31st March and 7th April 2015. Respondents were drawn from a nationally representative sample of 12,882 British adults, weighted to be representative of all GB adults aged 18+. Undecided voters were defined as being those at least 5/10 likely to vote, but who do not know who they would vote for or say that they may change their mind about who to vote for before the election. ComRes is a member of the British Polling Council and abides by its rules.

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