I've only heard of people "tactically voting" -- whereby they don't vote for their first choice, but their nearest choice that contends with an incumbent or person/party they don't want -- over the last 5-10 years. It seems like a fairly obvious tactic, so I doubt this is the case, but is this a relatively modern phenomenon?
(I've tagged this UK, but myMy question applies more broadly, across the Western world and, indeed, the whole world. Especially if there's a marked difference in any particular area.)