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Nielsen Research: TV Remains Dominant Screen

Nickelodeon Research: Families Now Connected By Tech, Tastes and Entertainment

Nick.logo According to a new Nickelodeon Research study, The Family GPS, the gap between generations is closing and technology and cultural attitudes are at least some of the reasons.

The Family GPS study was conducted as part of an ongoing partnership with Harris Interactive that looks at the changing face and role of family life in America. 

Looking specifically at the findings related to technology and entertainment:

  • 82% and 77% of families are watching TV or movies together at home respectively each week;
  • 41% of parents and kids are listening to the same music, which really isn't all that surprising since rock n' roll and country music, have remained the dominate genres for the music industry for 40+ years now;
  • 56% of sons 8-21 share the same taste in movies as their dads, and 48% enjoy listening to the same music. Meanwhile 64% of daughters 8-21 share similar tastes in movies as their moms, and 44% share the same sense of fashion and clothing as mom;
  • The kid entertainment industry has been stressing cultural tolerance messaging for some time now (Thanks Sesame Street!), so it's encouraging to see that 88% of kids believe that it's important to learn about different cultures, and 95% of kids value the importance of respecting other cultures;
  • Technology serves as a core family member, as parents and kids spend time together using various media. 82% and 77% of families are watching TV or movies together at home, respectively, each week; 42% are listening to music together; and 36% are playing games together.

Key cultural findings on the state of the American family:

  • On the importance of being together as a family, 83% of parents said they spend at least some time each week just hanging out and talking with their kid(s); and 86% eat dinner together at least once a week;
  • Additionally, 51% of parents say they worry a lot about spending enough time together as a family, equal to their concern about their own or their family's health (53%) and paying their bills (51%);
  • Parents of boys 2-21 believe the most important value to instill in a son is to be respectful of women (70%), while for daughters the top values include self-sufficiency and independent thinking (66% each);
  • Parents have equal educational expectations for sons and daughter, however, it is a bit more important to parents of girls than those of boys that their kid gets good grades (92% vs. 86%);
  • 88% of kids and 82% of parents believe that inter-racial marriages are acceptable, while only 70% grandparents agree with it;
  • 71% of 13-21 year-olds and parents believe it’s acceptable for couples to live together before marriage, compared to 62% of grandparents;
  • 65% of 13-21 year-olds are unopposed to homosexual couples having kids, compared to 57% of parents and 52% of grandparents;
  • 85% of kids 13-21 say they have been impacted by the economic crisis, and 15% of kids 13-21 have witnessed a parent lose his/her job.
“The Family GPS” study was fielded between July and August 2009 through online interviews (by Harris Interactive) with 1,010 U.S. grandparents, 1,880 U.S. parents with kids 2-21, and more than 2,100 U.S. 8-21 year-olds. 
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