MORE than double the amount of voters now care more about their Brexit position than their traditional party affiliation, a new report has found.
Analysis published by Kings College Londons Policy Institute reveals the true extent the EU referendum has ripped up old voting lines.
More than double the number of voters now care more about their Brexit position than party affiliation
A total of 55% of Brits now say they very strongly identify with their backing for either Leave or Remain.
The figure is up from 44% a year ago, showing feelings are only getting stronger not weaker as time elapses from the 2016 referendum.
Meanwhile, just 22% now say they very strongly identify with their political party.
The findings will please Tory campaign chiefs but are set to disappoint Labour strategists.
A general election victory on Thursday for Boris Johnson depends on whether he can persuade thousands of Labour voters in heartlands northern and midlands seats to go blue.
The report also found that Tory and Labour supporters have very low opinions of each other.
Asked to score each other out of 100, Labour backers gave Conservatives just 15, and Tory supporters gave Labour ones just 18.
These ratings are even more negative than the scores Republicans and Democrats gave each other in the run-up to the bitterly-contested 2016 US presidential election.
Director of the Policy Institute Professor Bobby Duffy said: These findings provide more evidence for the idea that British politics has changed dramatically in recent years.
Peoples Brexit identities have got stronger and continue to trump party affiliations, while our views of people on the other side of political debates have become very negative.
These divisions in the UK are going to be tough to shift, but statements and strategies by politicians and the media after the election will matter: an inclusive approach from the next prime minister and government of whichever colour will be vital.
The findings come from analysis of a survey of 2,000 adults aged 18-75, conducted at the end of last month.