Ukip has risen to 14% – almost half the level of support for the Conservatives who are now on 29% – in a new Observer/Opinium poll.
The anti-EU party is up one point compared to two weeks ago, continuing a strong performance that will cause alarm among Tory supporters, and increase pressure on David Cameron to call an in/out referendum on Europe.
Labour, up one point on 39%, will be pleased to have restored a double digit lead over the Tories but frustrated that it cannot break consistently past the 40% mark, given the government's economic troubles.
The Lib Dems are struggling to make progress and are down one point at 8%.
Separately, the poll asked people if they would be prepared to pay more for goods if they knew the company producing them paid a living wage of £7.45 per hour across the UK, and £8.55 in London.
47% said they would probably or definitely be prepared to do so while 37% said they probably or definitely would not. 16% were undecided.
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