Member Article

Londoners undecided as referendum hangs in the balance according to Brexit survey

A new survey has shown that 46% of Londoners want Britain to stay in the EU, although there are still wide variations across how different social groups will vote in the upcoming EU referendum.

According to the research carried out by Marketing Metrix, which surveyed 1,300 Londoners, 39% want to see Britain leave the European Union while a further 13% are undecided. The remaining 2% said they did not intend to vote.

The findings show how both sides still have a lot to play for ahead of the referendum on Britain’s EU membership on 23 June.

Odds of Brexit have tumbled in recent days following the Mayor of London, Boris Johnson’s announcement that he would be campaigning for Britain to leave the EU.

Marketing Metrix’s research grouped respondents into 10 broad social groupings, from ‘socially strapped’ to ‘London elites’, and found that, in general, the higher socio-economic groups were more likely to back an ‘in’ vote.

However, their findings also showed that a significant number of respondents were still undecided. In particular, those in the lower socio-economic groups who make up almost 55% of London’s households.

Senior Data Analyst at Marketing Metrix, Laura Taylor Burge states: “The results were varied yet highlight the importance of understanding different groups within London and their motives in the voting process.

“Our data also highlights the need for greater education regarding the impacts of the referendum and the large weight that lower socioeconomic groups have on the final decision.”

Looking to promote your product/service to SME businesses in your region? Find out how Bdaily can help →