Mobsta Releases Study of General Elections Voter Profiles

Following the 2024 UK General Election, Mobsta has captured the changing human profile of constituencies between 2019 and 2024, indicating how the profile of voters for the leading parties has changed since the 2019 UK General Election, with some surprising results. 

Mobsta specialises in creating and understanding geo-contextual audiences by observing real-world behaviours and identifying hotspots for various trends. This includes continuously mapping cultural patterns and shifts both in the UK and internationally.

Using this expertise to geo-fence each constituency, Mobsta has been able to understand the profile of the people living there. This has only been possible due to the unique level of geographical granularity Mobsta works to, which enables the mapping of exact constituency boundaries, rather than arbitrary postal districts or sectors.

Here are Mobsta’s key highlights for Labour:

• 12.2 million more people are living in a Labour constituency in 2024 than in 2019. Whilst these are still predominantly in urban areas, that’s about all that remains unchanged.
• In 2019, Labour voters were more likely to be aged 18-34, living in the bottom 20% of national wealth, and either students, on state benefits, or unemployed.
• The 2024 Labour voter has matured. Now aged 35 to 54, they are less likely to be students and more likely to enjoy a moderately higher level of wealth, finding themselves in the 50th percentile of national wealth. 
• Where Labour voters choose to spend their time and money has also moved on significantly. 
• In 2019 they were most likely seen in cinemas, gyms and beauty salons, and spending money on fitness memberships and food delivery services. 
• The Labour voter of 2024 finds themselves in department stores, car dealerships, and banks, and an increase in wealth profile sees them spending more money on holidays, travel and hotels. 
• This is all indicating that Labour has established itself as the home of the middle classes.

The full report covers voter snapshots for all key political parties including Conservatives, Lib Dems, SNP and Reform. Please let us know if you’d like to receive the full free report and we’ll be happy to share it with you.

NOTE: All insights contained in this release and the full report are developed by Mobsta.