The economy emerged as the most powerful motivator for Latino voters, even as Latino supermajorities continue to support policy positions that diverge from Trump’s platform.
A recent poll by Latino advocacy organizations highlights significant trends among Hispanic voters in the 2024 election, emphasizing economic concerns as top priorities. Released in a Zoom press briefing, the American Electorate Poll surveyed 3,750 Hispanic voters with representative samples in ten states including PA, and a substantial sample of nearly 800 Puerto Rican voters, making it the most extensive survey of its kind for Latino voters this election cycle.
Despite a historic Republican shift, a majority of Hispanic voters, including men, backed Vice President Kamala Harris. Economic concerns dominated their priorities, with a focus on wages, housing and healthcare costs. Latino advocates stressed the importance of year-round engagement with Hispanic communities to reflect their values on issues like climate action, a fair economy, and humane immigration policy.
According to Frankie Miranda, president and CEO of the Hispanic Federation, the findings underscore three major takeaways. «First, Latino voter influence is growing, with record turnout despite underfunded outreach efforts. Second, Latino communities mobilize effectively when resourced to address key issues. And third, Latinos hold firm to core values on climate change, a fair economy, and humane immigration policies, which should inform the legislative agenda for 2025.»
The poll revealed that while many Latinos supported Democratic policies, there was a distinct preference for President-elect Donald Trump among a broader cross-section of voters, driven by economic dissatisfaction. Clarissa Martínez De Castro, Vice President of UnidosUS’s Latino Vote Initiative, noted, «Economic discontent was a powerful motivator, as evidenced by Trump’s gains with many demographics. For Democrats, there’s a need to align candidate appeal with popular policies. For Republicans, it’s essential to recognize the widespread opposition to policies like mass deportations and restrictions on reproductive rights.»
Vanessa Cárdenas, executive director of America’s Voice, highlighted the public’s opposition to Trump’s stance on immigration. «Latino voters largely favor legal status over deportation for undocumented immigrants,» she said. «Trump does not have a mandate for aggressive deportation tactics, as the American public, particularly Latino voters, favor humane immigration solutions.»
Latino organizations underscored the necessity of year-round investment in Latino communities, particularly for sustainable voter engagement. Camille Rivera, founder of La Brega y Fuerza Fund, stressed, “The Latino community’s relationship with political leaders is fragile and needs ongoing commitment. We need to invest year-round, especially in communities that are often overlooked.”
As the nation reflects on the impact of Latino voters in the 2024 election, Latino leaders urged political figures to heed this demographic’s call for economic reforms and human-centered policies.
The 2024 poll of Latino voters reveals that economic issues dominate their concerns, with 52% identifying the cost of living and inflation as the top priority. Jobs and the economy rank second, highlighted by 36% of respondents, followed by housing costs and affordability at 27%. Health care costs are a significant concern for 25% of respondents, while abortion and reproductive rights round out the top five issues, prioritized by 23%. This focus on economic stability underscores the key drivers shaping Latino voter perspectives in the current election.
Detailed results for Latino voters will be accessible on UnidosUS’s Hispanic Electorate Data Hub, featuring data dating back to 2006. The complete findings from the 2024 American Electorate Poll, including crosstabs for all racial and ethnic groups surveyed, are available on the poll’s website at www.2024electionpoll.us.
KEY FINDINGS:
Latino/Hispanic Vote
- Presidential vote. Latinos voted for the Democratic candidate Kamala Harris (62%) over the Republican candidate Donald Trump (37%) by a +25 margin.
- A majority of Hispanic men voted for Harris (51%-48%), and a supermajority of Hispanic women (66%-32%).
- Among Latino subgroups, the highest level of Harris support was from Puerto Ricans (65%, followed by Mexican Americans (63%). Highest Trump support was from Cuban Americans (54%).
- House vote. On the generic congressional ballot, Latinos voted for Democratic candidates over Republican candidates by similar margins (62% to 34%).
- Outreach. 45% of Latino voters reported they had not been contacted this election.
- Overall, only 33% said they were contacted by Democrats, 23% by Republicans
- Contact rates were higher in battleground states, particularly GA and PA.
- Reported Republican outreach was higher than in previous elections.
- New voters. One in five Latinos were voting for the first time in a presidential election.
Economy & inflation
A supermajority of Latino voters support:
- A law or regulation that bans price gouging and prevents corporations from artificially raising prices (90%).
- Passing a new voting rights act to ensure that all eligible American citizens can vote without barriers (90%)
- Expanding clean energy investments to create more manufacturing jobs (90%)
- Closing tax loopholes and requiring all corporations with more than $1 billion in profit to pay a 15% tax (86%)
- Building 3 million new homes and providing $25,000 in down payment assistance (80%)
Abortion rights
- By a 79% to 21% margin, Latinos support Congress passing a federal law to guarantee access to abortion and give women control over their own private medical decisions.
- A majority of Hispanic voters supported state ballot measures to protect the right to abortion (AZ 79%, FL 63%, NV 81%).
Immigration & border security
- 80% of Latino voters support passing a law to provide permanent legal status to undocumented immigrants who have lived in the U.S. for a long time, including Dreamers who were brought to the U.S. as children.
- 71% of Hispanic voters support passing the bipartisan border security bill to block avenues for seeking asylum, increase the number of border patrol agents and asylum officers, and expand detention and technology at the U.S.-Mexico border
Violence & extremism
• 60% expressed concern over elected officials remaining quiet and not speaking up against white nationalists and extremists who promote hate and attacks against minorities and immigrants.
About the 2024 American Electorate Voter Poll, Hispanic Voters:
Total N=3,750 voters
- N=500 per: Florida
- N=400 per: Pennsylvania, other states
- N=300 per: Arizona, Georgia, Nevada, North Carolina, Texas, California
- N=200 per: Michigan, Wisconsin
- N=790 per: Puerto Rican voters
- Margin of error +/-1.62%
Field Dates: October 18-November 4, 2024
- Survey available in English and Spanish, according to respondent preference
- Mixed mode: 75% online, 25% live telephone interviews
The 2024 American Electorate Voter Poll is a large-scale survey conducted by the African American Research Collaborative (AARC) and BSP Research, sponsored by SEIU, UnidosUS, First Nations Development Institute, Climate Power, Indivisible, Rural Organizing, Voter Participation Center, America’s Voice, and the American Civil Liberties Union. The poll contacted over 9,400 voters across key states and congressional districts that voted early or were certain to vote in the final days leading up to the November 2024 election. It provides exclusive insights into the electorate, including choices in Congressional, Senate, and Gubernatorial races, issue priorities, party evaluations, and what motivated voter turnout. The poll includes data from crucial battleground states, such as Florida, Georgia, Texas, Wisconsin, North Carolina, Arizona, Pennsylvania, California and Nevada, as well as a national sample. This comprehensive survey is designed to shed light on the political interests, motivations, and issues that resonate with voters, particularly Black, Hispanic, Asian American, Native American and white voters.
UnidosUS is a nonprofit, nonpartisan organization that serves as the nation’s largest Hispanic civil rights and advocacy organization. Since 1968, UnidosUS has worked to challenge the social, economic, and political barriers that affect Latinos. With a unique combination of expert research, advocacy, and community outreach through an Affiliate Network of nearly 300 organizations across the U.S. and Puerto Rico, UnidosUS seeks to create an America where economic, political, and social progress is a reality for all Latinos.
The African American Research Collaborative (AARC) provides high-quality research and analysis on the political interests, motivations, and goals of Americans from all backgrounds. The AARC team specializes in polling, political behavior, and issues such as the economy, health care, immigration, civil rights, and social justice.
Hispanic Federation (HF), founded in 1990, is a nonprofit organization committed to empowering and advancing the Hispanic community, particularly low-income, marginalized, and immigrant Latinos. With programs in 40 states, Puerto Rico, the U.S. Virgin Islands, and the District of Columbia, HF focuses on areas like immigration, economic empowerment, civic engagement, disaster relief, and health.
America’s Voice (AV) and America’s Voice Education Fund (AVEF) work to build public support and political will for policies that secure freedom and opportunity for immigrants in America. Their priority is to win reforms that put 11 million undocumented Americans on a path to full citizenship.
Somos Votantes is a Latino-led, Latino-focused organization that runs some of the largest independent Latino civic and voter engagement programs in the country. They work to empower Latinos through nonpartisan civic engagement, aiming to increase participation in elections and advocate for progressive policies that benefit working Latinos. For more details, visit https://www.somosvotantes.com/
La Brega y Fuerza Fund is a Puerto Rican organization focused on building a pipeline of power between Puerto Rico and the mainland U.S. They advocate for democracy, self-determination, and economic resilience for all Puerto Ricans. Founded less than two years ago, La Brega y Fuerza has made significant strides in engaging the Puerto Rican community and diaspora across the country.
