25/03/2015 13:12 GMT | Updated 25/05/2015 10:12 BST

General Election May 7: Undecided Mums Hold Key To Power


Mums hold the key to who will win May 7's General Election.

That's the conclusion of a nationwide survey of 13,000 mothers which found that:

• 80 per cent of mums will vote – that's 8.4 million across the UK.

• Two thirds – 6.6 million – haven't yet made up their minds about who to vote for, making them crucial 'swing' targets for politicians.

The findings come from Asda's year-long Mumdex election survey which asked Britain's mothers what issues matter most to them as the parties vie for their 'X' in the polling booths.

And it found that the key battleground areas for politicians to focus on are the NHS, with 70 per cent saying it mattered most; followed by the cost of living (65 per cent), then education (42 per cent).

Worryingly for the party leaders, 55 per cent of mums said none of them were impressive – and would rather hear the opinions of celebrities, such as This Morning presenters Holly Willoughby and Philip Schofield about the big issues.

The most popular leaders were David Cameron and - get this - UKiP's Nigel Farage – each with a popularity rating of 15 per cent. And SNP leader Nicola Sturgeon was ranked third on 10 per cent.

But just seven per cent were impressed by Ed Miliband, and a measly four per cent thought Nick Clegg was impressive.

In contrast, 11 per cent said they wanted to hear more from Phil Schofield about politics, and seven per cent named Holly Willoughby, who is currently on maternity leave from the popular daytime show.

Some 10 per cent were interested in Apprentice star Lord Sugar's political opinions, and another 10 per cent said Janet Street Porter.

Russell Brand interests nine per cent, while eight per cent named Jamie Oliver, Karren Brady and Lorraine Kelly.

Some 71 per cent of mums say that they would be more likely to vote for someone if politicians answered questions directly and honestly.

And coming across as honest and not too stage-managed or polished would also woo 57 per cent.

Almost half want less jargon and less bickering and in-fighting. Only 14 per cent said a politician having children would help win them over.

More than half (56 per cent) focus on what politicians are saying, a third notice the language they are using and 30 per cent notice how trustworthy they sound.

Mr Cameron last year used a Cabinet reshuffle to promote women including Nicky Morgan, Liz Truss and Esther McVey. Mr Miliband has also pledged to have women as half of his ministers.

But such moves are seen as stunts. A third thought the reshuffle was a PR exercise. Only 4 per cent thought it would make any difference to the political system.

Mumdex also found:

• 61 per cent of mums under 30 are planning to vote.

• 77 per cent aged 31 – 44 are planning to vote.

• 81 per aged 45 – 54 are planning to vote.

• 87 per cent aged 55 and over are planning to vote.

Asda Senior Vice President Hayley Tatum said: "Mums have told us the policies they want and they've told us what they're looking for in the country's next leader.

"One thing is clear: it's a vote for mum if politicians take note."

She added: "Our mums are hugely engaged with politics, but many are feeling disconnected from central government – a feeling that is particularly common among mums in Scotland and Northern Ireland."

The publication of this latest Mumdex report is the start of a six-week Asda Mum election campaign - Your Mumdex, Your Election.

Ten Asda Mums will head out on the campaign trail to interview party leaders, take part in live hustings with MPs in store, blog about the big issues from the election and join media panels to quiz politicians

To download the full Mumdex report go to