June 28, 2004

Family car good place to communicate with children – survey

Auburn Hills, Michigan – Research released last week reveals that 67 percent of parents name the family vehicle as a convenient place to have a meaningful conversation with their children, according to a study by Chrysler Group and Harris Interactive, a worldwide market research and consulting firm.

The survey also found that nearly 70 percent of parents spend most of their time outside of the house with their children in the family vehicle (67% mentioned the family vehicle as one of their top three places). Survey results show that families spend an average of 1.3 hours in the car every day and take an average of 5.3 road trips per year. Overwhelmingly, parents sometimes or often use this time to talk to their children about school (91%), friends (90%) and values (82%).

The Chrysler Group/Harris Interactive study was fielded online by Harris Interactive among 1,895 parents or legal guardians of children five years and older who own or lease a vehicle. In addition to time parents and children spend in the family vehicle, areas investigated include topics of conversation, family activities while traveling in the family vehicle and common obstacles they face when attempting to have a quality conversation with a child.

“The study reveals the changing dynamic of family time,” said Laura Light, Research Director of Public Relations Practice at Harris Interactive. “The research conducted on behalf of Chrysler Group shows that families are taking advantage of the time spent together in a vehicle to open the lines of communication with their children.”

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