UnidosUS Unveils New Hispanic Electorate Data Hub and Partners with Mi Familia Vota to Release Poll on the Priorities of Texas’ Hispanic Voters

Data Hub and survey are part of a multi-year, multi-state effort to build an accurate understanding of this electorate, grow Latino participation and advance community priorities

WASHINGTON, DC— Last year, UnidosUS, the nation’s largest Latino civil rights and advocacy organization, and Mi Familia Vota, a national civic engagement organization, announced a multi-year, multi-state national partnership to achieve a full spectrum of civic engagement, connecting electoral, policy advocacy, public opinion research, citizenship and community programs to lift Latino voices.

As a part of this civic engagement effort, UnidosUS and Mi Familia Vota today released the results of a poll of Texas’ Latino voters, conducted by BSP Research. The survey provides timely insights into the perspectives and priorities of Texas’ Hispanic voters a year out from the 2024 elections.  This is a part of the most expansive poll on the Hispanic electorate in 2023, a year out from the 2024 elections.

Hispanics are the second largest group of voting age Americans and a critical factor in the race for the White House, congressional balance of power and beyond. Yet, oversimplifications and mistaken assumptions about these voters persist. That’s why UnidosUS has created a first-of-its kind Hispanic Electorate Data Hub to promote an accurate understanding of this fast-growing group of voters. This hub will provide data on the size and growth of the Latino electorate over the last two decades, a chart of 2024 competitive districts with Hispanic voter influence and dynamic multi-cycle polling results on Latino perspectives and issue priorities, including the poll being released today.

Key findings of the poll include:  

On the issues

  • Three of the top five concerns for Texas’ Hispanic voters are dominated by economic and pocketbook issues, specifically inflation and the rising cost of living, jobs, and healthcare.
  • Gun violence remained among the top five, doing so for the first time in 2022.
  • On abortion: 72% of Texas’ Latino voters continue to oppose efforts to make it illegal or take that decision away from others, no matter their own personal beliefs on the issue.
  • On immigration: Immigration remains a priority issue in Texas, ranking 5th in the top-issues list. Providing a path to citizenship for DACA recipients and other immigrants with long-standing ties in the country and DACA recipients are the two big policies Latino voters want to see advanced on this issue.
  • On climate: 49% of Texas’ Latinos think climate change is a serious problem that affects people’s lives. Only 7% doubt the reality of climate change.
  • Medicaid expansion: Texas’ state government has refused to expand Medicaid, though over 81% of Texas Hispanic voters favor expansion.

On voting

  • In 2024, 25% of Texas’ Latinos will be voting in a presidential election for the first time.
  • 38% of Texas’ Latino electorate is comprised of new voters since Hillary Clinton and Donald Trump faced off in 2016.

On the parties

  • 41% of Texas’ Latino voters trust Democrats over Republicans to best handle their important issues.
  • Senator Ted Cruz trails both of his potential Democratic rivals in his race, where Congressman Colin Allred has a 20-point lead over Cruz, and State Senator Roland Gutierrez leads Cruz by 23-points.
  • President Biden out-performs his approval rating (46% approve) in potential 2024 matchups, where he holds an 18-point lead over former President Trump and a 27-point lead over Florida Governor DeSantis.
  • About the Democratic Party, 49% of Texas’ Latino voters say the party cares about Latinos, 37% say it doesn’t care too much, and 14% say it is hostile toward the Latino community.
  • About the Republican party and Latinos, 28% of Hispanic voters say the party cares about Latinos, 47% say it doesn’t care too much, and 25% say it is hostile toward the Hispanic community.

This research shows that both parties need to do more to better engage and expand support with Hispanic voters.

Eric Holguin, UnidosUS Texas State Director said: 
“Hispanics now represent a plurality of the population in Texas. That means over 40% of residents in Texas are Hispanic/Latino, and the policy decisions being made by the State are not reflective of the needs of our Hispanic/Latino community. The insightful and detailed results of our polling on those needs and priorities of Latino voters should open the eyes of those making policy decisions. When the state’s Latino community is well represented, served and uplifted, it makes progress for all Texans brighter. Serious investments in ensuring Latinos are registered to vote and have their voice heard at the polls is vital to securing and protecting their future.”

Angel Luis, Mi Familia Vota Texas State Director said:  
“Texas is on the brink of transformation, and the Latino community is primed to make a profound impact. The influence of Latino voters in Texas is pivotal in shaping the state’s future. Mi Familia Vota remains unwavering in its dedication to empowering and mobilizing Latino political power. This survey underscores the steadfast determination of our community to engage in the electoral process. Together, we are charting a course where Latino voices serve as a catalyst for meaningful change, fighting for an inclusive, equitable and representative future for all Texans.”

About the full survey

Total N=3,037 Latino eligible voters

  • N= 2,707 registered
  • N= 330 eligible, not registered
  • Margin of error +/- 1.8%


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

Field Dates: Nov 2 – 13, 2023
English or Spanish, according to preference
Mixed mode: 75% online, 25% live telephone interviews