This chart includes estimates for one or more groups that are too small to be statistically reliable, interpret with caution.
View flagged groups- 'The Financial Times', 'The Scotsman', 'The Herald (Glasgow)', 'The Western Mail'
Source: British Election Study, Daily rolling election campaign data 2015 (N=29,154)
View data table| Daily newspaper readership | ||||||||||||||||||||||||||||||||||
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| The Express | The Daily Mail / The Scottish Daily Mail | The Mirror / Daily Record | The Daily Star / The Daily Star of Scotland | The Sun | The Daily Telegraph | The Financial Times | The Guardian | The Independent | The Times | The Scotsman | The Herald (Glasgow) | The Western Mail | Other local daily morning newspaper | Other Newspaper | None | Total | ||||||||||||||||||
| General Election vote 2010 | N | % | N | % | N | % | N | % | N | % | N | % | N | % | N | % | N | % | N | % | N | % | N | % | N | % | N | % | N | % | N | % | N | % |
| I would not vote | 36 | 6.9 | 350 | 9.7 | 304 | 10.2 | 76 | 17.6 | 1,060 | 17.6 | 64 | 6.0 | 19 | 15.3 | 144 | 12.3 | 56 | 15.7 | 100 | 8.9 | 7 | 5.1 | 4 | 2.5 | 5 | 7.2 | 113 | 10.8 | 210 | 11.2 | 1,152 | 13.6 | 3,697 | 12.7 |
| Conservative | 261 | 50.5 | 1,976 | 54.9 | 262 | 8.8 | 86 | 19.9 | 2,381 | 39.6 | 687 | 63.6 | 51 | 42.0 | 65 | 5.6 | 38 | 10.6 | 487 | 43.7 | 21 | 15.4 | 16 | 10.0 | 7 | 10.4 | 284 | 27.3 | 433 | 23.2 | 2,157 | 25.4 | 9,213 | 31.6 |
| Labour | 84 | 16.3 | 486 | 13.5 | 1,651 | 55.4 | 139 | 32.3 | 1,301 | 21.6 | 77 | 7.1 | 16 | 13.6 | 412 | 35.5 | 89 | 25.1 | 194 | 17.4 | 41 | 30.0 | 49 | 29.5 | 21 | 30.9 | 271 | 26.1 | 491 | 26.3 | 1,980 | 23.3 | 7,303 | 25.0 |
| Liberal Democrat | 80 | 15.5 | 501 | 13.9 | 542 | 18.2 | 93 | 21.6 | 651 | 10.8 | 170 | 15.7 | 27 | 22.3 | 471 | 40.5 | 149 | 41.8 | 287 | 25.7 | 36 | 26.6 | 31 | 19.0 | 20 | 28.6 | 259 | 24.9 | 536 | 28.7 | 2,392 | 28.1 | 6,244 | 21.4 |
| Scottish National Party (SNP) | 7 | 1.3 | 34 | 0.9 | 66 | 2.2 | 8 | 1.8 | 82 | 1.4 | 7 | 0.6 | 0 | 0.4 | 14 | 1.2 | 5 | 1.4 | 6 | 0.6 | 26 | 19.4 | 59 | 35.7 | 0 | 0.0 | 35 | 3.4 | 40 | 2.2 | 134 | 1.6 | 523 | 1.8 |
| Plaid Cymru | 1 | 0.3 | 18 | 0.5 | 9 | 0.3 | 0 | 0.0 | 19 | 0.3 | 4 | 0.4 | 0 | 0.2 | 6 | 0.5 | 2 | 0.4 | 4 | 0.4 | 0 | 0.0 | 0 | 0.0 | 13 | 19.7 | 10 | 0.9 | 10 | 0.5 | 29 | 0.3 | 126 | 0.4 |
| United Kingdom Independence Party (UKIP) | 30 | 5.7 | 111 | 3.1 | 50 | 1.7 | 14 | 3.1 | 202 | 3.4 | 41 | 3.8 | 2 | 1.9 | 1 | 0.1 | 3 | 0.9 | 10 | 0.9 | 0 | 0.0 | 1 | 0.5 | 0 | 0.5 | 21 | 2.0 | 33 | 1.8 | 184 | 2.2 | 703 | 2.4 |
| Green Party | 0 | 0.0 | 16 | 0.5 | 9 | 0.3 | 1 | 0.2 | 38 | 0.6 | 4 | 0.4 | 2 | 2.0 | 27 | 2.3 | 8 | 2.3 | 8 | 0.7 | 2 | 1.8 | 2 | 0.9 | 1 | 0.8 | 13 | 1.2 | 37 | 2.0 | 92 | 1.1 | 259 | 0.9 |
| British National Party (BNP) | 6 | 1.2 | 29 | 0.8 | 25 | 0.8 | 0 | 0.1 | 95 | 1.6 | 7 | 0.6 | 2 | 1.3 | 1 | 0.1 | 0 | 0.1 | 3 | 0.2 | 0 | 0.2 | 0 | 0.0 | 0 | 0.0 | 7 | 0.7 | 14 | 0.8 | 70 | 0.8 | 259 | 0.9 |
| Other | 6 | 1.1 | 25 | 0.7 | 20 | 0.7 | 1 | 0.2 | 19 | 0.3 | 10 | 0.9 | 0 | 0.3 | 14 | 1.2 | 1 | 0.2 | 10 | 0.9 | 0 | 0.0 | 3 | 1.7 | 1 | 1.1 | 10 | 0.9 | 18 | 0.9 | 73 | 0.9 | 209 | 0.7 |
| Don't know | 7 | 1.3 | 53 | 1.5 | 44 | 1.5 | 14 | 3.3 | 167 | 2.8 | 11 | 1.0 | 1 | 0.8 | 9 | 0.7 | 6 | 1.6 | 6 | 0.6 | 2 | 1.6 | 0 | 0.2 | 1 | 0.9 | 18 | 1.7 | 43 | 2.3 | 237 | 2.8 | 618 | 2.1 |
| Total | 517 | 100 | 3,600 | 100 | 2,980 | 100 | 432 | 100 | 6,015 | 100 | 1,081 | 100 | 122 | 100 | 1,163 | 100 | 356 | 100 | 1,115 | 100 | 136 | 100 | 165 | 100 | 69 | 100 | 1,040 | 100 | 1,866 | 100 | 8,499 | 100 | 29,154 | 100 |