I don't think it's a north/south thing.
Reform generally seems to attract those who are disillusioned with their life in the country. I don't think they are all idiots, but they are people who feel marginalised to some extent - financially, socially etc.
Lots of people are really struggling right now with higher taxes, higher costs of living. The main parties are giving a very muted but realistic outlook - the country is really struggling and they don't have capacity to make any big promises
Farage is appealing to those who feel like they don't have much to lose, so are happy taking the risk of an unknown, unproven party. They are being sucked into empty promises, as they need a bit of hope.
I am in the fortunate position to know I can afford my bills every month, no foreign holidays, no fancy cars etc, but I can feel confident in keeping a roof over our heads. We are also lucky to live in a lovely engaged commuinity, where people help each other and support elderly etc. I volunteer with a youth group, have a job i enjoy. My life feels rich and positive, I don't feel hopeless or desperate and would never vote for reform. But I can see how a family working all hours living in a rough area, struggling to pay their bills, overcrowded and no hope of getting social housing due to wait lists, children in a struggling school and in pain as waiting on a massive nhs wait list, would feel they needed an alternative, needed hope of change.
When the mainstream doesn't work out, people go to the extreme - just look at Hitler. People who haven't studied that period of history may assume he got in through force, through military power etc. But he was democratically elected. At a period of massive financial instability where people were struggling to eat, he promised every family a car (Volkswagon means 'the people's car') and a tv and food. And he delivered, so he became massively popular, idolised by many. That's how he got away with the terrible things he did, via persuasion, and later fear.
I hope and pray that Labour acheive a really dramatic turnaround, as if they don't, I think Reform are looking pretty likely, which would be a disaster. I would hold Starmer responsible if Reform get in!