A major new research initiative from broadcaster Nickelodeon has uncovered a revealing portrait of UK families. The "We Love Family" research gets right to the heart of what it's like for families today and highlights the opportunities & challenges for brands. The research, which is based on bespoke local studies as well as drawing on broader international projects, explores what binds families together, family decision making, kids' dreams vs. parents' aspirations, and the impact that new technology and the recession are having on family life among other topics.

Kids are at the heart of Nickelodeon. Understanding kids & their families' needs informs everything Nickelodeon do. Nickelodeon executed the We Love Family Study to serve promotional partners and maintain a dialogue with viewers.

Nickelodeon conducted research between September 2011 and February 2012 based upon over 2,000 nationally representative respondents who completed online quantitative surveys covering key areas of family life. Extensive qualitative video interviews were also carried out with a diverse selection of families from across Britain. International studies based on a total of 16,000 families spread across multiple countries were drawn upon to add global context to the UK findings.

The findings show that families are becoming closer. 65% of parents think there is less of a generation gap today than existed when they were kids. Time together is at the heart of family closeness with days out & shared TV viewing favourite activities for both kids and parents. Kids are playing an increasing role in purchasing decisions with just 13% of parents not involving their kids on a regular basis. Far from being seen as unwelcome pestering, most parents actively encourage their kids' involvement with 86% seeking their input to teach them that their opinion matters.

Families today are under lots of pressure and time spent together is increasingly valued. The balance of power within families is shifting and it is no longer enough for brands to just appeal to parents; the whole family must be taken into consideration. John Conlon Senior Director of Research & Insight at Nickelodeon UK commented: "Families are changing, becoming closer and more democratic. Kids are more empowered and are playing a greater role than ever before in family decisions. we believe that understanding families is vitally important for brands today."