A quarter of the UK's voting population and 20% of 16 to 17-year-olds believe helping working households stay above the poverty line is the biggest issue for the next government, according to a new poll.

KPMG surveyed 4,500 adults and 500 16 to 17-year-olds last month to examine their views on social mobility questions like the Living Wage.

It found that 60% of adult men and 70% of adult women give employers not paying enough as the reason people in the UK are living in poverty, compared to 55% of 16 to 17-year-olds.

It also uncovered changing attitudes, with almost 80% of adults and 60% of 16 to 17-year-olds in the UK saying they had heard of the Living Wage.

Seven out of 10 adults said they would consciously shop in favour of a Living Wage accredited retail chain - a rise of more than 10% in less than 12 months.

Mike Kelly, head of Living Wage at KPMG UK, said: "It's clear from the poll that ensuring the lowest paid in society are treated fairly should be near the top of the agenda for government and for employers alike.

"With all the main political parties citing action on Living Wage in their manifestos, we have moved a long way since the 2010 election and the pace of change is accelerating.

"With nearly a quarter of the FTSE 100 now accredited, more and more employers are reaping the benefit of joining this movement.

"The next big challenge will be to educate our employees, customers, suppliers and clients about the range of enterprises who are accredited so that they too can exercise informed choice."

Rhys Moore, director of the Living Wage Foundation, added: "The Living Wage is no longer a neutral debate, and the momentum is growing fast, with the number of accredited businesses now at over 1,400.

"With 80% of adults and 60% of 16 to 17-year-olds having heard of the Living Wage, it is now squarely mainstream thanks in part to the leadership of enlightened employers."

The poll also found that Northern Ireland has the highest proportion of earners paid below the Living Wage (27%) and also the lowest awareness of it of all the UK regions.