Modern parents believe they are more affectionate to their babies than previous generations.
Even dads are more hands on
A survey found nine out of 10 mothers say they have more physical contact with their babies than their own parents did with them.
Virtually all said physical contact was an important part of the bonding process with their child.
The poll of 2,500 parents was conducted for baby product manufacturer Johnson's.
Some 92% of those surveyed were convinced that regular physical contact increased their baby's happiness.
Fathers also appear to be more hands-on with their children, with 54% confident enough to cradle their new-born baby.
And almost two-thirds of women said that becoming a father had made their partner
a more affectionate person.
Marianne Tankard, a health professional adviser at Johnson's, said: "More than ever, today's parents understand the importance of caring skin-to-skin contact within the family and the emotional and developmental benefits it can offer."
Mary Newburn, of the National Childbirth Trust, told BBC News Online that while parenting styles were constantly changing, it was difficult to draw firm conclusions from people's perceptions of how they were treated by their own parents as a child.
However, she said: "We certainly know that interaction - play, eye contact, laughter - between parents and young children is important.
"Having enjoyable interactions is very important for learning and for a child's sense of security and attachment. It is also important for parents too."