UnidosUS Voter Poll: Pocketbook Issues Still Top California Latino Priorities

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Gun violence and immigration round up the top five priorities for the state’s Latino voters 

WASHINGTON, DC – UnidosUS, the nation’s largest Latino civil rights and advocacy organization, today released findings from its 2024 Pre-Election Poll of California’s Hispanic Electorate. The data shows that the top three priorities for California Latino voters, two months out from the election, are dominated by cost-of-living issues — inflation, affordable housing, jobs and wages. Immigration and gun violence were the number four and five priorities respectively. Poll results, as well as upcoming additional Congressional district-level data for the Latino voting-age population provided by the USC Center for Inclusive Democracy, can be found in UnidosUS Hispanic Electorate Data Hub, launched last November to advance a more accurate understanding of this electorate. 

  • See a slide presentation of poll toplines here.   
  • Check out the interactive Hispanic Electorate Hub here.  

Esmeralda Lopez, UnidosUS’s California state director, said, “The Latino community plays a powerful role in California’s economy and prosperity, yet the poll shows many are seriously concerned about their own economic outlook. Californians will play a major role in determining who controls Congress, and the Central Valley, with a high Latino population, is at the center of that impact. Fifty-four percent of California’s Latino voters say they have not been contacted about the upcoming election. It is imperative for candidates to connect with these voters and provide concrete solutions to their concerns to gain their confidence and earn their votes.” 

Key Findings Include:  

On the issues  

California Latino voters’ top five issues are largely consistent with Latinos across the country and continue to be dominated by pocketbook and economic concerns.  

  • Inflation: Food and basic necessities, housing/rent and gas prices are driving concerns about inflation.  
  • Housing: Top concerns are lack of available and affordable rentals or homes for sale, and homelessness.  
  • Jobs: Better pay and concerns about job security top the concerns about jobs and economy. 
  • Crime/Guns: The top concern is that guns and assault weapons are too easy to get.  
  • Immigration: Path to citizenship for undocumented immigrants brought to the US as children is the top concern.

On abortion, by a 76% to 16% margin, California Latinos consistently oppose making it illegal or taking that decision away from others, no matter their own personal beliefs.  

On voting  

In 2024, 22% of California Latinos will be voting in their first presidential election.   

  • 36% of the California Latino electorate is new since the 2016 presidential election.  

While a majority of Latinos are certain they will vote, many are still deciding.  

Early outreach is key: 27% plan to vote early, 39% by mail and 34% on Election Day.  

  • 54% say they have not been contacted this cycle by the parties or organizations.  

On the parties and candidates  

  • On priority issues overall, Democrats are more trusted than Republicans, but 30% of Latino voters responded “neither,” “both” or “don’t know” when asked which party would be better at addressing their priority issue.   
  • In the Senate race, Democrat Adam Schiff leads Republican Steve Garvey by +30 points: 54% to 24%. 
  • Vice President Harris holds a +34-point lead in support from Latino voters over former President Trump: 62% to 28%.  

Pablo Rodriguez, executive director of the Center for a New California, said, “One of every six registered voters in California is a Latina woman. Those 3.2 million women hold the power to decide who represents us in Sacramento and Washington, D.C. The candidates who authentically engage Latina voters and demonstrate a plan to address the issues negatively impacting their families and loved will not only earn the votes of Latina women, but also earn the votes of Latino voters as a whole.”   

Mindy Romero, director of USC Center for Inclusive Democracy, said, “The battle for control of congress goes right through California and its six competitive congressional seats. Latinos are large proportions of voters and potential voters in each of those districts. With voter mobilization efforts, there are significant opportunities for Latinos to have an even greater say in the outcomes of these election and on their top priority concerns.” 

Gary Segura, founding partner and president of BSP Research said, “California’s modern-day politics are owed, in no small part, to the dramatic increase in Latino voters in response to anti-immigrant measures and rhetoric of the mid-1990s. Today, Latino voters are critical to determining the outcomes in multiple congressional districts and each of the ballot measures. The data makes it clear that California Latino voters matter in local, state and national elections, and they are looking for a government that is more responsive to their needs.” 

Conducted by BSP Research with oversamples in Arizona, California, Florida, Georgia, Nevada, North Carolina, Pennsylvania and Texas, the 2024 Pre-Election Poll of the Hispanic Electorate provides a more accurate and nuanced understanding of this decisive, but often misunderstood electorate, and serves as a follow-up to UnidosUS 2023 Pre-Election Poll.   

About the survey:  

Total N=3,000 Latino eligible voters  

  • N= 2,800 registered.  
  • N= 200 eligible, not registered.  
  • Margin of error +/- 1.8%.  

Oversamples  

  • N=300 per: Arizona, California, Georgia, Nevada, North Carolina, Pennsylvania (+/- 5.7%).  
  • N=400 Florida, Texas (+/- 4.9%).  

Field Dates: August 5-23, 2024  

  • English or Spanish, according to preference.  
  • Mixed mode: 75% online, 25% live telephone interviews.