Latin American population presence in the United States might be the decisive weight on the balance.
Hispanics lean far more Democrat than Republican. But that doesn’t mean that a vote for Hilary Clinton this November is a slam dunk.
“A 2016 Perspective on Growing Hispanic Influence in America,” paints a very nuanced picture of the U.S. Latino demographic.
The numbers often defy commonly held assumptions and highlight how important and tricky, it is to reach the Hispanic marketplace and affect the Hispanic vote.
That Hispanics can determine the outcome of the November elections is no secret. Today’s U.S. Latino population is almost 57 million and growing, and there are currently 27 million U.S. Hispanics who are, or will to be, eligible to vote in the 2016 presidential election, making up 12 percent of the total U.S. electorate.
However, though most Hispanics identify as Democrats 52% and very few as Republicans 9% , fully 30 percent identify as Independents, according to numbers in the study culled from a March 2016 survey.
The same survey also found that 55 percent of registered voters plan to vote Democrat in the elections.
But we cannot call it quits. That’s much lower than the 71% of Hispanics who voted for Barack Obama in 2012. Still, it’s far more than the 14% who plan to vote Republican. That still leaves 30% who identify as Independents, the same percentage as non-Hispanic whites. And of that 30$, the 56% majority don’t lean either Republican or Democrat; they could go either way.
Getting that chunk of the vote could be crucial election time, and there are several factors that marketers should keep in mind.
One, English-dominant Hispanics are far likelier to vote (71%) than Spanish dominant (44%) or even bilingual (66%).
Most important, Hispanic voters tend to be younger. By this November, 3.4 million eligible Hispanic voters will come of age since the last presidential election, far more than the 6 percent of non-Hispanic whites and 9% African Americans.