ABSTRACT
This article is based on the results of the London Exit Poll carried out on 9 June 1994 across London by MORI on behalf of the Electoral Reform Society. It addresses two questions. First, what are the characteristics of the one in three registered electors who actually voted? And second, what can we learn about the attitudes of those who did vote? The analysis indicates that the profile of voters in this election was older, more middle class and more pro-Europe than the population generally. The election is viewed as being primarily about the performance of the British Government. Labour leads across the main voter sub-groups, with many 1992 Conservatives having stayed at home. The vast majority of Labour’s 1992 voters have remained loyal to the party, while many Conservatives and Liberal Democrats have changed allegiance. The Conservatives are viewed as a ‘right-wing’ party; even those remaining with the party perceive its political stance to be more right-wing than their own. Former (1992) Conservatives who switched their vote to Labour or the Liberal Democrats generally perceive the Tories to be far to their right.
