Knowing your customers better is coming to appreciate personal attitudes and values around marriage, sex, children, etc., and here's a study that can help with that.

Jill Daugherty, Ph.D., and Casey Copen, Ph.D., researchers in the Division of Vital Statistics at the Centers for Disease Control and Prevention and National Center for Health Statistics, take a deep dive into new data on marriage, childbearing, and sexual behavior among men and women aged 15–44, comparing three separate time periods. They note, top line, that from 2002 to 2011–2013, there was an increase in the percentages of men and women who agreed with premarital cohabitation, nonmarital childbearing, the right for gay and lesbian adults to adopt children, same-sex sexual relations, and premarital sex for those aged 18.

The devil, as they say, is in the details. And there are plenty of them, as the researchers look at comparisons, both by gender and age grouping over the three time-stamped evaluation windows. One such detail is this:

There was a decrease across age groups in agreement with the statement, “Sexual relations between two adults of the same sex are all right.” Among women, 64.6% of those aged 15–24, 62.2% of those aged 25–34, and 53.7% of those aged 35–44 agreed with the statement. Among men, 52.3% of those aged 15–24, 48.3% of those aged 25–34, and 46.0% of those aged 35–44 agreed with the statement.

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