Sinister?
You have to be joking?
Statistics on voting patterns, be they by age, gender, socio-economic standing, race and other ways have been done for years. I can remember my father, as a Candidates Political Agent doing exactly the same thing during elections in the 60's and 70's, using information from canvassers, exit polls and even street directories. The figures quoted earlier were taken from numerous polls raised by YouGov, which isn't even an official body. In my father's case they were used to sort out which areas needed to be canvassed in the future or whether certain leaflet drops should be made instead.
You should stop looking for conspiracies. There is nothing sinister here.