UnidosUS Voter Poll: Pocketbook Issues Still Top North Carolina Latino Priorities

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Healthcare and gun violence 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 North Carolina’s Hispanic Electorate. The data shows that the top five priorities for North Carolina Latino voters, two months out from the election, are dominated by cost-of-living issues– inflation, jobs and wages, affordable housing and costs of healthcare. Concerns about gun violence was the fifth priority. 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 90% of Hispanic registered voters cast a ballot in 2020 in North Carolina, where the margin of victory was only 1.3 percentage points. Yet, 49% 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   

North Carolina Latino voters’ top five issues are largely consistent with Latinos across the country and continue to be dominated by pocketbook and economic concerns. Rounding up the top five priorities are health care and gun violence.   

  • Inflation: Food and basic necessities, housing/rent and gas prices are driving concerns about inflation.   
  • Jobs: Better pay and concerns about job security top the concerns about jobs and economy.  
  • Housing: Top concerns are lack of affordable rentals or homes for sale and rising rents. 
  • Healthcare: The costs of insurance and prescription medication are the driving concerns for Latinos. 
  • Crime/Gun Violence: The top concern is that guns and assault weapons are too easy to get. 

On immigration, Latino voters favor a path to citizenship for long-residing undocumented immigrants and Dreamers; of the top 5 priorities, three relate to path to citizenship and protecting long-residing undocumented immigrants. 

On abortion, by a 73% to 19% margin, North Carolina Latinos consistently oppose making it illegal or taking that decision away from others, no matter their own personal beliefs.   

On voting   

In 2024, 24% of North Carolina Latinos will be voting in their first presidential election.

  • 40% of the North Carolina 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: 35% plan to vote early, 22% by mail and 42% on Election Day.

  • 49% 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 35% 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 +29-point lead in support from Latino voters over former President Trump: 59% to 30%.   

Gary Segura, founding partner and president, BSP Research, said, “Latinos in North Carolina are like most Latinos other parts of the US. They want action on quality-of-life issues. The data suggests that they trust one party significantly more than the other to deliver those changes, though both parties clearly have an opportunity to do better. In a razor’s edge state like North Carolina, the Latino vote could decide outcomes.” 

Pilar Rocha-Goldberg, president and CEO of El Centro Hispano, said, “This election is a critical moment for our voices to be heard and for our communities to shape the policies that will directly impact our lives, yet our younger generations remain largely unengaged compared to other age groups and register in lower numbers. That’s why we, at El Centro Hispano, are committed to educating and empowering young Latinos across North Carolina to participate fully in the democratic process. With the possibility of 40% of Latino voters participating in their first election this year, we are at a crucial moment to impact the future of this country. Together, we can drive meaningful change for the issues that matter the most to our communities.” 

Irving Zavaleta, North Carolina and Georgia state director 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.