• Investing in healthcare number one policy priority – Labour most trusted
  • Ed Milliband the party leader most rated as performing badly
  • Voting intention shows LAB 31% (-4), CON 31% (+3), UKIP 16% (-2), LIB DEM 8% (+2), GREEN 7% (+2), OTHER 7% (-2)

London – 22 January 2015 - A new poll by TNS UK reveals that the Conservatives and Labour are currently neck-and-neck on 31% each.

There is however a gender and age divide. The Conservative party is doing particularly well among women over 55, where their support rises to 40%. Labour appear to be doing better amongst men aged 18-34 (51%) and women aged 35-54 (43%).

The survey also asked about key policy areas and on average the number one policy priority is investing more in healthcare, an area where Labour is most trusted (38%). The second policy priority is reducing unemployment, an area both main parties are trusted about equally. The third priority is generating economic growth, an area the Conservatives are most trusted (40%).

Despite the two main parties currently polling the same (31%), when people were asked what the likely outcome of the election will be, a greater proportion (35%) believe that the Conservative party will be the largest party after the General Election.

Indeed, in terms of the two main party leaders, David Cameron scores significantly better than Ed Milliband. While 45% saying David Cameron is performing well as leader of the Conservatives, less than a quarter (24%) say Ed Milliband is performing well as leader of the Labour party, with 59% saying he is performing badly – the worst score of all of the party leaders.

The race looks very tight at the moment, with most of those who feel able to predict the outcome of the election saying that no party will have an overall majority.

Commenting, Jamie Willard, Director at TNS said “A loss of trust in traditional institutions combined with major social change – including economic growth without wage inflation – is resulting in a Britain in flux. With the two main parties neck-and-neck, politics in the UK is clearly fragmenting with the rise of smaller parties like UKIP and the Green party.”

Notes to editors
TNS Omnibus interviewed a representative sample of 1,188 adults in Great Britain between 15th and 19th January 2015. All interviews were conducted as online self-completion. The data was weighted to match population totals for age, sex, social grade, working status, presence of children, 2010 voting patterns and region. The voting intention figures were also weighted by 2014 voting patterns and a Likely Voter Model based on the British Election Study was applied. The TNS Omnibus uses the Lightspeed Research access panel as its sample source.

Detailed tables for this survey can be found here.

About TNS
TNS UK advises clients on specific growth strategies around new market entry, innovation, brand switching and stakeholder management, based on long-established expertise and market-leading solutions. With a presence in over 80 countries, TNS has more conversations with the world’s consumers than anyone else and understands individual human behaviours and attitudes across every cultural, economic and political region of the world. TNS is part of Kantar, one of the world’s largest insight, information and consultancy groups.

About Kantar
Kantar is the data investment management division of WPP and one of the world’s largest insight, information and consultancy groups. By connecting the diverse talents of its 12 specialist companies, the group aims to become the pre-eminent provider of compelling and inspirational insights for the global business community. Its 27,500 employees work across 100 countries and across the whole spectrum of research and consultancy disciplines, enabling the group to offer clients business insights at every point of the consumer cycle. The group’s services are employed by over half of the Fortune Top 500 compwww.kantar.comther information, please visit us at www.kantar.com.