All to play for: the battle for women's votes

The 2015 general election is set to be a tight race, and the final result remains in the balance. We teamed up with Ipsos MORI in autumn 2014 to find out how women were intending to vote this year - and why. Take a look at our key findings.


 collage party leaders


The female vote is still up for grabs

  • Six out of 10 women (58%) say they may change their minds between now and May

Mori women change mind graphics


Almost half of women think Labour needs a new leader before the election

  • 48% of women (and 51% of men) think Labour should change its leader before the election, compared with 29% of women (and 25% of men) when it comes to the Conservatives


Women are still more likely to vote Labour than Conservative

  • Women are more likely to back Labour (39%) than the Conservatives (30%), but this gap has narrowed since last year's report, from 14 points to nine


A Boris-led Conservative party would be more popular

  • Results suggest that if the current Mayor of London were to take charge of the Conservative party it could boost the party's support across the genders (Tory vote up 7% among male voters and 6% among women) - with the hypothetical potential to remove Labour's current lead among female voters

Boris Johnson 


Women are significantly less optimistic about the economy than men

  • Only four out of 10 women (40%) expect conditions to improve over the coming year; over a quarter (27%) believe things will get worse (compared with 57% and 18% respectively for male voters)


Most people think we would be better off with more women in power

  • A large majority of both women and men (68% and 67% respectively) believe the country would be better run if there were more women in parliament and at the cabinet table


Satisfaction levels for all party leaders are historically low

  • David Cameron is on -21, Ed Miliband on -22, Nick Clegg on -39 and Nigel Farage on -16

Mori satistfaction ratings graphic



Here's a sample of what people said about the three main party leaders...


On David Cameron:

David Cameron 


On Ed Miliband:

Ed Miliband


On Nick Clegg:

Nick Clegg


The figures show that UKIP leader Nigel Farage is less unpopular than the leaders of the three traditional Westminster parties. This is not necessarily an indication of agreement with his policies, but may be more a reflection of how voters perceive him.

Nigel Farage


Here's what our CEO, Justine Roberts, had to say:  

"Judging from the Mumsnet focus groups, the quality that's in shortest supply is authenticity. People seem to be crying out for a politician who says what they believe rather than what a focus group has told them to say or what might hurt their opponents the most."

Roll on May 7th...


Last updated: about 3 years ago