UnidosUS Unveils New Hispanic Electorate Data Hub and Releases Polling on North Carolina’s Hispanic Voter Priorities with Mi Familia Vota

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 (MFV), a national civic engagement organization, announced a multi-year, multi-state partnership connecting electoral programs, policy advocacy, research and community engagement to lift Latino voices.

As a part of this effort, UnidosUS today released the results of a 2023 poll of North Carolina’s Hispanic electorate with MFV, conducted by BSP Research. The poll provides timely insights into the perspectives and priorities of Hispanic voters a year out from the 2024 elections and is part of the most expansive national poll on the Hispanic electorate this cycle, housed in a first-of-its kind Hispanic Electorate Data Hub created by UnidosUS to promote an accurate understanding of this fast-growing group of voters.

Clarissa Martinez De Castro, UnidosUS Vice President, Latino Vote Initiative said:

“Hispanics will be a tipping point in the North Carolina political landscape. Nine in 10 registered Latinos voted in the last presidential election – making closing the registration gap critical, with over 200 thousand Latino North Carolinians in need of registration. Yet, oversimplifications about these voters have led to ineffective or anemic outreach. UnidosUS has repeatedly said that candidates matter, their positions matter, and meaningful outreach is essential. That is particularly true in North Carolina, where 24% of Latino voters will be voting in a presidential election for the first time in 2024. They are sending a message that parties and candidates need to do more to better engage them and win their support.”

Key findings of the poll include:

On the issues

  • Four of the top five concerns for North Carolina’s Hispanic voters are dominated by economic and pocketbook issues, specifically inflation and the rising cost of living, jobs, affordable housing and healthcare.
  • Gun violence remained among the top five, doing so for the first time in 2022.
  • On abortion: 72% of North Carolina’s 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 North Carolina (ranked as 6th top issue). Providing a path to citizenship for DACA recipients and other immigrants with long-standing ties in the country are the two big policies Latino voters want to see advanced on this issue.
  • On climate: Climate concern is high, and North Carolina Latinos think action is urgently needed to forestall weather and climate related catastrophes. Only 4% doubt the reality of climate change.

On voting

  • In 2024, 24% of North Carolina’s Latinos will be voting in a presidential election for the first time.
  • 39% of North Carolina’s Latino electorate is comprised of new voters since Hillary Clinton and Donald Trump faced off in 2016.

On the parties

  • North Carolina’s Latino voters see Democrats as more aligned with their values and views on a host of issues including treating people with dignity/respect, democracy and elections, and health care. Yet many Latino voters don’t feel that either party truly cares about the Latino community.
  • Looking forward to the 2024 elections, President Biden holds a substantial polling lead among Latino voters in North Carolina at this early stage.
  • President Biden’s approval rating stands at 52%, and in potential 2024 match-ups he holds a 31+ point lead over former President Trump and a 33+point lead over Florida Governor Ron DeSantis.

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

Irving Zavaleta, National Programs Manager, Mi Familia Vota said:

“North Carolina is growing in electoral importance and prominence precisely because of Latino population growth. Through its cutting-edge programming focused on young adults and the environment, MFV has a critical opportunity to engage young Latino voters, representing about a third of the registered Latino voters and the fastest-growing age group. Young Latino voters require consistent engagement that speaks to issues they care about. We must integrate them into a civic process to build the necessary trust for sustained long-term civic participation. As the organization with the most extensive field infrastructure targeting Latinos in the country, Mi Familia Vota is committed to building Latino political power by expanding the electorate, strengthening local infrastructures and executing a year-round voter engagement program.”

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, North Carolina, Georgia, Nevada, California, 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