How Britain Voted in 1997

Who Voted Which Way - In Detail

Published:May 1997
Fieldwork:March - April 1997
Theme:General Election Outcomes (Great Britain)
Sub-Theme:Election 1997
Keywords:1997 British general election, Age, Gender, How Britain Voted, Social class
(Click on keywords to find related Research)

See also : How Britain Voted in 1992, How Britain Voted in 2001, How Britain Voted in 2005, How Britain Voted in 2010, How Britain Voted 1974-2010 (overview), Voting by housing tenure 1983-2005, Voting by religion 1992-2005, Voting by newspaper readership 1992-2010, MORI's polls during the 1997 general election

How Britain Voted in 1997

  • MORI's 1997 General Election voting aggregate is compiled from interviews (conducted face-to-face and in-home) with 13,544 British adults during the election campaign (21 March-29 April 1997).
  • Data were weighted to match the profile of the population and the final result of the election at regional level.
  • The figures exclude those who said they would not vote (7%), were undecided (9%) or refused to name a party (3%).
  • * Turnout estimates are based only on MORI's final election poll (n=2,304), and are not available for all categories
  Voting
Change since 1992

  Con Lab LD Oth Con
lead
over Lab		 Con Lab LD Con-Lab
swing		 Esti-
mated
turnout*
  % % % % ± % ± % ± % ± % ± % %
Total 31 44 17 7 -13 -12 +9 -1 10.5 71
Gender
Men 31 45 17 7 -14 -10 +8 -1 9.0 72
Women 32 44 18 6 -12 -12 +10 0 11.0 70
Age
18-24 27 49 16 8 -22 -8 +11 -3 9.5 51
25-34 28 49 16 7 -21 -12 +12 -2 12.0 64
35-44 28 48 17 7 -20 -12 +12 -3 12.0 73
45-54 31 41 20 8 -10 -16 +10 +2 13.0 79
55-64 36 39 17 8 -3 -8 +4 -2 6.0 80
65+ 36 41 17 6 -5 -12 +7 0 9.5 79
Social class
AB 41 31 22 6 +10 -15 +12 0 13.5 79
C1 37 37 18 8 0 -15 +12 -2 13.5 75
C2 27 50 16 7 -23 -12 +10 -1 11.0 69
DE 21 59 13 7 -38 -10 +10 -3 10.0 66
Region
Scotland 18 45 13 24 -27 -8 +7 0 7.5 n/a
Northern 22 61 13 4 -39 -11 +11 0 11.0 n/a
Yorks & Humbs 28 52 16 4 -24 -10 +8 -1 9.0 n/a
North-West 27 54 14 5 -26 -11 +9 -2 10.0 n/a
Wales 20 55 12 13 -35 -9 +5 0 7.0 n/a
West Midlands 34 48 14 4 -14 -11 +9 -1 10.0 n/a
East Midlands 35 48 13 4 -13 -12 +10 -2 11.0 n/a
East Anglia 39 38 18 5 +1 -12 +10 -2 11.0 n/a
South West 37 26 31 6 +11 -11 +7 0 9.0 n/a
South East 41 32 21 6 +9 -13 +11 -2 12.0 n/a
Greater London 31 49 15 5 -18 -14 +12 -1 13.0 n/a
Telephone owner
Yes 32 43 18 7 -11 -12 +10 -1 11.0 72
No 16 65 11 8 -49 -17 +18 -4 17.5 61
Work status
Full time 31 44 18 7 -13 -13 +11 0 12.0 70
Part time 32 45 16 7 -13 -12 +12 -4 12.0 73
Not working 31 44 17 8 -13 -13 +9 -1 11.0 73
Unemployed 15 64 12 9 -49 -10 +13 -5 11.5 62
Male Full-Time 31 44 17 8 -13 -13 +10 -1 11.5 71
Female Full-Time 31 44 19 6 -13 -14 +11 +1 12.5 69
Self-employed 40 32 19 9 +8 n/a n/a n/a n/a 68
Private sector 33 46 15 6 -13 n/a n/a n/a n/a 67
Public sector 23 52 19 6 -29 n/a n/a n/a n/a 79
Housing tenure
Owner 41 32 20 7 +9 -12 +5 +1 8.5 77
Mortgage 33 43 18 6 -10 -13 +12 -1 12.5 71
Council/HA tenant 15 64 12 9 -49 -9 +9 -3 9.0 69
Private rent 26 48 20 6 -22 -7 +8 -1 7.5 58
ABC1 own/mortgage 41 32 20 7 +9 -15 +11 -1 13.0 n/a
C2DE own/mortgage 29 49 16 6 -20 -12 +10 -1 11.0 n/a
Ethnicity
White 32 43 18 7 -11 n/a n/a n/a n/a n/a
All non-white 18 70 9 3 -52 n/a n/a n/a n/a n/a
Asian 22 66 9 3 -44 n/a n/a n/a n/a n/a
Black 12 82 5 1 -70 n/a n/a n/a n/a n/a
Trade union
Member 18 57 18 7 -39 -13 +11 -1 12.0 78
Non-member 34 42 17 7 -8 -12 +9 -1 10.5 70
Men/women by age/class
Men 18-24 30 45 16 9 -15 -10 +11 -2 10.5 n/a
Men 25-34 28 47 17 8 -19 -12 +10 -1 11.0 n/a
Men 35-54 28 47 17 8 -19 -13 +11 -2 12.0 n/a
Men 55+ 35 40 17 8 -5 -8 +3 0 5.5 n/a
Men AB 40 32 22 6 +8 -15 +12 0 13.5 n/a
Men C1 36 37 19 8 -1 -15 +12 -1 13.5 n/a
Men C2 26 51 14 9 -25 -11 +9 -2 10.0 n/a
Men DE 19 60 12 7 -41 -8 +8 -4 8.0 n/a
Women 18-24 24 53 15 8 -29 -6 +10 -4 8.0 n/a
Women 25-34 28 50 15 7 -22 -12 +13 -3 12.5 n/a
Women 35-54 32 42 20 6 -10 -14 +10 +1 12.0 n/a
Women 55+ 37 40 17 6 -3 -12 +9 -1 10.5 n/a
Women AB 43 30 22 5 +13 -15 +11 +1 13.0 n/a
Women C1 38 37 18 7 +1 -15 +12 -2 13.5 n/a
Women C2 29 47 18 6 -18 -11 +9 -1 10.0 n/a
Women DE 21 59 14 6 -38 -12 +13 -2 12.5 n/a
Newspaper readership
The Express 49 29 16 6 +20 -19 +14 +1 16.5 n/a
Daily Mail 49 29 14 8 +20 -16 +15 -4 15.5 n/a
The Mirror 14 72 11 3 -58 -6 +9 -3 7.5 n/a
Daily Record 12 57 10 21 -45 -2 +2 +3 2.0 n/a
Daily Telegraph 57 20 17 6 +37 -15 +9 +1 12.0 n/a
Financial Times 48 29 19 4 +19 -17 +12 +3 14.5 n/a
The Guardian 8 67 22 3 -59 -7 +12 -3 9.5 n/a
The Independent 16 47 30 7 -31 -9 +10 -5 9.5 n/a
Daily Star 17 66 12 5 -49 -15 +13 0 14.0 n/a
The Sun 30 52 12 6 -22 -15 +16 -3 15.5 n/a
The Times 42 28 25 5 +14 -22 +13 +6 17.5 n/a
No daily paper 29 43 21 7 -14 -12 +9 -1 10.5 n/a
Evening Standard 36 45 12 7 -9 n/a n/a n/a n/a n/a
Sunday readership
News of the World 28 55 11 6 -27 -12 +14 -5 13.0 n/a
Express on Sunday 53 27 14 6 +26 -13 +12 -3 12.5 n/a
Sunday Mail 14 53 11 22 -39 -4 +4 +1 4.0 n/a
Sunday Mirror 18 67 12 3 -49 -5 +8 -5 6.5 n/a
Sunday Post 23 45 13 19 -22 -9 +6 0 7.5 n/a
Sunday Telegraph 56 19 17 8 +37 -15 +8 +1 11.5 n/a
Mail on Sunday 49 28 15 8 +21 -11 +9 -5 10.0 n/a
The Observer 11 63 22 4 -52 -8 +13 -5 10.5 n/a
The People 21 62 11 6 -41 -9 +11 -5 10.0 n/a
Sunday Times 43 30 21 6 +13 -14 +12 -1 13.0 n/a
Indep't on Sunday 14 48 32 6 -34 -11 +9 0 10.0 n/a
No Sunday paper 30 42 21 7 -12 -11 +10 -3 10.5 n/a
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