It shows us, for example, that on average UKIP voters are most similar to Labour voters in terms of consumer behaviour and affluence.

UKIP supporters are much more likely than average to have pay as you go mobile phones, shop at Aldi, live in a smaller-than-average house and drive a small utility car.

However, if you shop at Waitrose, drive an executive car, own a house worth more than half a million, and have a good credit score - you're more likely to be in the sights of two parties - The Conservatives and Lib Dems.

Among Conservative to UKIP switchers, the largest single issue for well over half, is immigration.

Europe is the priority for fewer than one in five.

news.sky.com/story/1410389/big-data-batt...ide-general-election