McCrindle Baynes Villages Census 2011 summary

Research Design

Demographic range

Baby Boomers and Builders Generation

Psychographic split

7 segments analysed

Geographic scope

Every state and territory (except NT)

Capital cities and regional

East coast and West coast

Economic diversity

Rental villages and DMF

Recent movers and long termers

57 question pen & paper survey

181 villages managed by 7 operators

10,603 respondents (18,000 survey forms distributed)

Almost 1 in 10 of all Australian village residents

26% moved into village last 2 years

6 focus groups: Sydney, Perth, NSW Central Coast

First analysis completed November 2011

Process and Sample

5.22 mil

3.05 mil

Under 18s

Over 65s

Series1

5.22 mil

3.05 mil

7.00 mil

8.97 mil

Under 18s

Over 65s

2050

2011

Builders Defined Financially

Baby Boomers (Australians aged 55-64)

Builders Generation (Australians aged 65+)

Median Net Worth $1,051,556 $872,052

Median household

net worth relative to

all households Top 20% Top 40%

Percentage of

population 23% 13%

Net worth as % of

national private

wealth 33% 16%

90%

2% 9%

1%

3%

How did you pay for your move into your retirement village?

Sold our family home

Family assistance

Savings (including shares, superannuation)

Took out a mortgage /bank loan

Other

19%

15%

14%

14%

13%

11%

11%

10%

10%

8%

6%

5%

5%

4%

4%

4%

4%

3%

3%

13%

25%

20%

20%

7%

12%

18%

9%

12%

8%

4%

8%

8%

6%

5%

6%

4%

5%

3%

11%

24%

18%

22%

4%

13%

23%

9%

18%

10%

6%

18%

13%

11%

9%

8%

6%

9%

5%

9%

11%

14%

16%

3%

10%

16%

8%

14%

10%

5%

17%

12%

13%

9%

9%

6%

10%

7%

48%

24%

34%

28%

72%

53%

33%

64%

46%

64%

78%

51%

62%

67%

73%

73%

81%

73%

82%

Your partner’s health

Downsize while it was easy

Home was too big to manage

Need for a home specially designed for easier ageing

Loss of your spouse

Proximity to medical services

Freedom from house responsibilities to be able to …

Wanting to live closer to family / friends

Your health

Needing to be closer to public transport / shops

Not being able to drive

Want to spend more time with people like you

Isolation from your neighbours / safety

Concern about who would support you in the future

Loneliness

Changing neighbourhood

Children / family / friends moving away from …

Financial reasons – wanted to release money

Your family was concerned – you thought all was …

How influential were each of the following factors for you leaving your previous home?

Extremely influential Very influential Moderately influential Slightly influential Not at all influential

39% 58%

How suitable was the ‘purchasing’ model and financial arrangements for you?

Very suitable Reasonably suitable Not at all suitable

40% 49% 11%

To what extent was the village contract explained and did you feel you understood it before making the

decision to move into your village?

Very well explained & I clearly understood it Fairly well explained & I somewhat understood it Poorly explained & I didn’t understand it well

Yes 57%

No 19%

Don’t know 24%

Will you pay a Deferred Management Fee (DMF) when you leave the village?

49%

30%

14%

3% 4%

Extremely important Very important Somewhat important

Not at all important Don’t want aged care operating in the

village

How important do you believe it is to have aged care in a village development?

17%

37% 35%

7%

2% 2%

0 – 3 months 4 – 12 months 1-3 years 4-6 years 7-9 years 10-12 years

Prior to moving in to your village, how long had you been thinking of moving from your home?

Segmentation Profiles

Generation Tradition:

large but declining

“it’s about the family

you have and the

legacy you leave”


Downagers:

large & growing

“age is just

a number”


Thrifty Outer City:

moderate & growing

“we have worked

hard to get to where

we are”


Urban Nexter:

moderate & growing

“Our work is done.

Now it’s time for us.”


Solo Senior:

moderate & growing

“I have

independence,

yet I’m open

to more”


Grey Getaways:

small but growing

“Now it’s our

time to live”


Silver Styler:

small but growing

“I have options -

I recognise quality”

16%

24%

48%

8%

3%

My social life has significantly improved after moving into the

village

My social life somewhat improved after moving into the

village

My social life stayed about the same

My social life somewhat declined

after moving into the village

My social life significantly declined after moving into the

village

Did your social life improve or decline after moving in to the village?

Commissioned by Conducted by

McCrindle Baynes Villages Census 2011 summary

Health & Medicine

Transcript of McCrindle Baynes Villages Census 2011 summary