Can Your Supermarket Predict Your Politics?

Do you shop at a low-cost supermarket, read a red top or right-wing newspaper and have a pay as you go phone?

On average, you fit the profile of a UKIP voter for the General Election, research carried out for Sky News suggests.

And the chances are you'll be targeted accordingly.

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Sky News developed Sky Data to try and see if information on voters - such as their house type, shopping habits and credit quality - could provide an insight into which box they mark on a ballot paper.

We asked more than 20,000 voters and Sky customers from across the UK a range of questions on British politics and the parties hoping for your vote come May.

Those who are swinging towards Nigel Farage's UKIP are generally older males with low incomes, our research suggests

The largest numbers come from the Conservatives, but there are notable numbers from Labour and the Liberal Democrats.

Sky News also found that a significant number of those who said they were leaning towards UKIP did not vote in 2010, an election which resulted in a Tory-Lib Dem coalition.

Immigration is far and away the single most important factor for potentially choosing the party, followed by membership of the European Union and the economy.

As well as the rise of UKIP, the effect of five years in government on support for the Lib Dems is another election storyline to watch out for.

Our research found that the key issues for former Lib Dem voters who are planning not to vote for the party this time around are devolution, health and immigration.

This group does not see education as such an important issue as those who intend to stick with the party, a finding that suggests the U-turn on tuition fees is not a major driver for the party's voting share collapse.

Last month Sky News reported that the Scottish Nationalist Party is on course to capture more than a quarter of a million former Labour voters at the election.

The latest data suggests the SNP has managed to engage a large number of people who did not cast a ballot in 2010.

Devolution, poverty and inequality are the issues that are most important to this group.

A significant group in any election is those who are undecided, and with predictions of another close outcome, they could prove crucial.

Sky Data shows this group is dominated by younger women who have lower affluence.

They see issues like health, education, crime and employment as more important than the general public, while Europe is of little interest to them.

Perhaps unsurprisingly, there is a general apathy towards all of the party leaders, who have less than six months to try and turn that round.