--a Charlottesville, Va., company that produces quarterly birth forecasts for consumer products and pharmaceutical giants such as Pfizer and Procter & Gamble.
Marketers track fertility trends closely because they affect sales of thousands of products from diapers, cribs and minivans to baby bottles, toys and children's pain relievers.
The less-educated and Hispanics have experienced the biggest birthrate decline while the share of U.S. births to college-educated, non-Hispanic whites and Asian Americans has grown
"What that tells you is that births have clearly been affected by the economy," says Sam Sturgeon, president of Demographic Intelligence. "And like any recession, it doesn't hit all people equally, and it hit some people much harder than others."
And the US Today reporter tracked down others with useful comments:
Many young adults are unemployed, carrying big student loan debt and often forced to move back in with their parents — factors that may make them think twice about starting a family.
"The more you delay it, the more you delay the possibility of a second or third child," says Stephanie Coontz, director of research and public education at the Council on Contemporary Families. "This is probably a long-term trend that is exacerbated by the recession but also by the general hollowing out of middle-class jobs. There's a growing sense that college is prohibitively expensive, and yet your kids can't make it without a college degree," so many women may decide to have just one child.
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