The Power of the Hispanic Vote in the United States

This guest blog post is from Jesús González, Senior Research Account Executive at Hall & Partners. 

 

Primary elections in the US are a ways away, but presidential candidates are already announcing their intentions to run. One of those candidates already prompted early controversy when he resorted to rhetoric that compared Mexican immigrants to rapists and drug dealers.

Now might be a good time to remind candidates and ourselves of the potential power Hispanics have at the voting booth.

The below visual with data from Pew Research shows the percent Hispanics made up of potential voters by state in 2012, the year of our last primary elections:

On average, 11% of all eligible voters in the US were Hispanic. In key highly-populated states such as Texas and California, that share was high as 27%. New Mexico boasted the highest at 40%.

Yet while the potential power of the Hispanic vote in the US is strong, it remains untapped. Historically, Hispanics have some of the lowest voter turn out rates. Though they have the potential to comprise 11% of voters, they typically only comprise 8%.

So what did this visual along with the great free insights from Pew teach us? I'd say a few things:

  • Hispanics do hold the power to influence elections, especially in key states.
  • There are opportunities for candidates to rally even more Hispanics to  get out and vote for them (or potentially against them in a case like Donald Trump's).

About the author: 

Jesús is a marketing research analyst with specialization in understanding multicultural markets. He’s helped build and manage many research projects from national brand health trackers to ad campaign effectiveness studies. His foundation and passion for communications began at MCG, where he worked with the MCG Latino team on award-winning Hispanic communications work for Ford Motor Company.

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