• by Wayne Friedman , November 12, 2009

New media technology may seem to drive families apart, but new research from Nickelodeon says many are doing activities together. A new study by the cable network, as part of an ongoing research effort with Harris Interactive called "The Family GPS," shows that 82% of families watch TV together. 77% of families watch movies together at home each week.

Kids and parents have more in common -- perhaps somewhat surprisingly. The study says 41% of parents and kids are listening to music together, with 36% playing games together. The research says 56% of sons 8-21 have the same taste in movies as their fathers, with 48% of sons and fathers listening to the same music.

The numbers are a bit better with females when it comes to media and entertainment -- 64% of daughters 8-21 share a similar taste in movies as their mothers. Forty-four percent of daughters also have the same sense of fashion and clothing as their moms.

"Staying together and playing together are the top priorities among everyone in the household," stated Ron Geraci, senior vice president of Nickelodeon Research.

The overall study also examined broader life activities and attitudes. For example, 83% of parents spend at least some time each week just hanging out and talking with their kids, and 86% eat dinner together at least once a week.

Seventy-seven percent of parents of 2- to-21-year-old boys believe the most important value is to be respectful of women. When raising a daughter, top values -- 66% of the time -- include self-sufficiency and independent thinking.

Forty-four percent of parents say it's very important to raise their daughters to be good with money -- while only 31% push the same for their sons.

Seventy-six percent of parents of 2- to-21-year-olds say they feel extremely close to their children today, while only 25% of grandparents reported that they felt close to their own child.

"Instead of being divided by tastes and clashing over values and things like music and entertainment choices, today's parents, kids and grandparents are being drawn closer together by them," says Geraci, "as well as embracing new value systems of tolerance and acceptance."