UnidosUS Voter Poll: Pocketbook Issues Still Top Georgia Latino Priorities

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Immigration and health care 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 Georgia’s Hispanic Electorate. The data shows that the top three priorities for Georgia Latino voters, two months out from the election, are dominated by cost-of-living issues — inflation, jobs and wages, and affordable housing. Immigration and healthcare 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.   

Clarissa Martinez de Castro, vice president of the UnidosUS Latino Vote Initiative, said, “Nearly 93% of Hispanic registered voters cast a ballot in 2020 in Georgia, where the margin of victory was less than 12,000 votes. Yet, 51% of Latino voters in the state say they have not been contacted about the upcoming election. Candidates should be redoubling their efforts to engage this decisive electorate and present concrete solutions to their top concerns — cost of living, wages and housing — to gain their confidence and earn their votes.”  

Key Findings Include:   

On the issues   

Georgia 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 the issues driving concerns. 
  • Jobs: Better pay and concerns about job security top the concerns about jobs and economy. 
  • Housing: Top concerns are lack of available and affordable rentals or homes for sale. 
  • Immigration: Path to citizenship for undocumented immigrants brought to the U.S. as children is the top concern. 
  • Healthcare: The costs of insurance and prescription medication are the driving concerns for Latinos. 

On abortion, by a 73% to 17% margin, Georgia 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 Georgia Latinos will be voting in their first presidential election.

  • 42% of the Georgia 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: 42% plan to vote early, 18% by mail and 40% on Election Day.   

  • 51% 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 31% of Latino voters responded “neither,” “both” or “don’t know” when asked which party would be better at addressing their priority issue.    
  • Vice President Harris holds a +31-point lead in support from Latino voters over former President Trump: 60% to 29%.   

Jerry Gonzalez, CEO of GALEO, said, “In a state where every single vote will matter and will have national consequences, candidates vying to represent Georgians should pay close attention to what is motivating the growing Latino electorate, a segment of voters we know that–once registered–will show up to the ballot box. Like other Americans, Latinos care about the economic stability of their families and safety and dignified treatment of their communities. As we have this past year, GALEO will continue to draw attention to the issues that will make a difference in the lives of Georgia’s Latino families.” 

Irving Zavaleta, national programs manager for Mi Familia Vota, said, “Mi Familia Vota will hold all politicians accountable to the policy priorities of the Latino community. What we see in this poll is reflected in our conversations in the community. Latinos are frustrated and focused on the cost of living, food and necessities. We also are hearing from our community that reproductive rights and immigration remain potent areas of interest for Latino voters. We will educate our community on the policy positions of both parties to ensure our community knows exactly where these politicians stand and hold them accountable in November.” 

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.