The Daily Mail
31 May 2024
Spelling out the importance of the voting category earlier this week, Luke Tryl of More in Common said: 'For the Conservatives to avoid a 1997 style meltdown they need to win back some of those who voted Conservative in 2019 but now don't know who they will vote for and this group are around 70 per cent female.
'The group has an average age in the early 60s, tend to own their own home and live in a small town or suburb.
'Most don't have a degree and they tend to own their own home outright.'