Businesses that market to growing families need to keep a sharp eye on the latest statistics.
A report released by the National Center for Health Statistics reported that births fell 4 percents from 2007 to 2009, the biggest drop for any two-year period since the mid-1970s.
The rate, 66.7 births per 1,000 women ages 15 to 44, isn’t the lowest in recent memory. The 1997 rate was an all-time low of 63.6. But the authors of the report say preliminary data show the birth rate continued falling through the first half of 2010.
The report found:
- Birth rates fell for all women, except those 40 and older
- The birth rate for women ages 20 to 24 was the lowest ever recorded for that age group: 96.3 per 1,000. That’s a 9% drop from 2007 – 2009.
- Among ethnic groups, the biggest drop was seen in Latino women, a 9% decline.
- Birth rates fell the most in the West and Southwest. Arizona and Nevada saw a decline of 10% or more.
- Fewer families are having more than 2 children. Almost 75% of births in 2009 were first or second births.
Pediatricians, pre-natal imaging companies, day care & pre-schools, life insurance agents, auto dealers, maternity shops, children’s furniture stores, churches and community centers – need to rethink their efforts to attract prospects in their market from this dwindling universe.
Marketers can contact a company like Dataman Group Direct who provides Pre-Natal and New Parent lists specifically tailored to reach out to these key markets, offering lists for use either by direct mail and/or telemarketing. Micro-targeting these highly desireable, responsive market segments allows businesses to intelligently tailor their creative and spend their advertising dollars effectively.
For example, demographic overlays such as homeownership and income are available on both files plus Dataman Group offers a GreenAware overlay to help marketers target those eco-conscious households with new babies. Using the GreenAware overlay can really assist those advertisers who’s products resonate with an eco-friendly audience since it allows them to use the right imagery and messaging.
Marketers who are looking for additional information can visit the Growing Families Section of the Dataman Group website. A free copy of Dataman Group’s White Paper on New Parents is available upon request.