On the Heels of the Harris-Trump Presidential Debate, New Poll Shows Economic Issues as Top Concern for California Latino Voters in the 2024 General Election

Polling also showing strong support for artificial intelligence regulation, collaboration, and desire for AI literacy

SAN FRANCISCO--(BUSINESS WIRE)--The Latino Community Foundation (LCF), in partnership with BSP Research, announced the results of its statewide poll of Latino voters in California.

Significant findings of the poll include:

• When asked about the top issues facing the country, Latino voters overwhelmingly cite cost of living, housing costs, and concerns over jobs and the economy.
• When asked about their presidential candidate choice for 2024, Harris holds a strong lead over Trump across demographic segments. Harris holds a +32 advantage among Latino voters statewide, with Harris 60%, Trump 28%, and 12% undecided.
• There is broad support for California propositions on the ballot this year. Over 60% of Latinos indicate support for Propositions 3, 4, and 33. In Los Angeles County specifically, Measure A holds 66% total support from Latino voters, further emphasizing housing costs as a top issue for Latino voters.
• Latino voters express broad support for AI regulations. Many are concerned about potential job-loss implications, but many also see AI as a helpful tool. 8 in 10 Latino voters state they would be more likely to vote for a candidate who supports regulating artificial intelligence to ensure it is safe, secure, and trustworthy, and another 67% would be interested in training to learn more about AI if it were offered in school or at their workplace.

Artificial intelligence (AI) is a critical issue for many voters, but it is especially important for Latinos in the workforce. For the first time, LCF has polled Latino voters on their views regarding AI and its regulation. “California's leadership on artificial intelligence is unmatched, but it is imperative that the policy discussions at the state and federal level consider the viewpoints of Latinos that make up nearly 40% of the state’s population,” said Julián Castro, CEO of the Latino Community Foundation. “Latinos across the state are attuned to how artificial intelligence is affecting our democracy and economy and seek additional opportunities for AI literacy.”

A quarter of all Latino eligible voters reside in California this November. “California’s Latino electorate remains a strongly Democratic segment of the voter pool and favor Democratic candidates up and down the line. Voters generally favor key ballot propositions by significant margins, including the repeal of Prop 8 and enshrining of marriage equality in the state constitution,” said Dr. Gary Segura, lead researcher for the poll.

“While not alarmist regarding the promises and peril of artificial intelligence, these voters overwhelmingly favor reasonable regulation and oversight of the use of AI in campaigns, consequential decisions, and other ways in which people may be impacted,” continued Dr. Segura.

This polling was funded by the Evelyn and Walter Haas, Jr. Fund and the California Community Foundation. "Our democracy in California will be stronger with the active participation of the Latino community,” said Cathy Cha, President & CEO of the Evelyn and Walter Haas, Jr. Fund. “The fact that over half of Latinos report receiving no contact underscores the urgent need for greater voter outreach."

"This poll clearly shows that Latino voters care about California and are prepared to invest in our future," said California Community Foundation CEO & President Miguel Santana. "This is why CCF is committed to supporting our community partners in advancing solutions to these critical issues, like expanding access to affordable housing and essential support services in LA County."

LCF is focused on promoting and cultivating Latino voter engagement by investing in community organizations that are informing and mobilizing Latino voters. In early April, LCF announced $800,000 in grants to 19 nonprofit organizations in critical regions across California, as well as Arizona and Nevada.

Click to download toplines and crosstabs of the poll.

Methodology

A total of 902 California voters were interviewed through a combination of online and telephone interviewing in English or Spanish at their discretion. The resulting data was weighted using known population characteristics from the American Community Survey and Current Population Survey. The overall margin of error was +/- 3.3%.

About the Latino Community Foundation

The Latino Community Foundation (LCF) is on a mission to unleash the civic and economic power of Latinos. LCF has the largest network of Latino philanthropists in the country and has raised $100 million to build Latino civic and political power. In 2024, former Housing and Urban Development Secretary Julián Castro was named LCF’s new CEO. For more info, please visit latinocf.org.

About BSP Research

BSP Research is a Latino-owned polling, research and analytics firm headquartered in Los Angeles, California, and directed by four PhD-holding political scientists. For more info, please visit https://bspresearch.com/.