it is not that people did not want electoral reform, we just did not want some ridiculously more complicated halfway house. And AV is still far from PR as FPTP as your most preferable choice is not taken into account if they get a low number of votes in your area. But in the country as a whole their could have been a large number of votes meaning that your preferable choice is just as unlikely to get an MP as with FPTP.
essentially AV is just FPTP but with a second and maybe third round of voting if no clear winner is seen.
There are massive massive problems with pr which results in hung parliaments all the time and nothing gets done. A bit like the criticism of the eu with 27 members all to please. When you have 10+ different parties all with seats in the House of Commons and no one party with a majority or even two parties together with one, then you get to a stage for any law to be introduced you have to do deals and compromises so everything stagnates or something that perhaps was overall good for the country doesn't get passed cause the ukip or greens both didn't like it.