If there was ever a case to be made for marketing toys to adult end users, it’s the latest birthrate research from Pew Research Center's Social Trends division. Here is how the Los Angeles Times reporter, Jon Bardin, characterized it in its headline reading: “US birthrate falls to lowest level ever recorded.”
It seems that according to Bardin, “… the birthrate was 63.2 babies per 1,000 women of childbearing age in 2011. That number is about half what the birth rate was during the Baby Boom, when the rate was 122.7 per 1,000 women.”
Why is this happening? It appears that a tough economy is causing people (particularly immigrants) to hold off on having children. Here is how the numbers look for US and foreign born women living in the US:
Group Births per 1000 in 2007 Births per 1000 in 2010
U.S.-born women 62.4 58.9 -6%
Foreign born women 102 87.8 – 14%.
That’s not all, births are down as well. According to the Pew report, from 2007 to 2010, the overall number of births declined by 7%.
Although the numbers for immigrants have undergone a greater percentage decline, they still dominate new births. “Population projections from the Pew Research Center indicate that immigrants will
continue to play a large role in U.S. population growth. The projections indicate that immigrants arriving since 2005 and their descendants will account for fully 82% of U.S. population growth by 2050.”
My understanding is that they are expecting a surge in babies due to Hurricane Sandy. (So that's what happens when we lose access to the Internet). That might help but until the economy fully turns around, expect to see fewer births and subsequently fewer child toy end users.