mccrindle baynes villages census 2011 summary
DESCRIPTION
McCrindle Research exists to conduct world class research and communicate the insights in innovative ways.The McCrindle Baynes Villages Census Report 2011 is Australia's benchmark industry report for the retirement villages sector.TRANSCRIPT
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”
Segmentation Profiles
Downagers:
large & growing
“age is just
a number”
Segmentation Profiles
Thrifty Outer City:
moderate & growing
“we have worked
hard to get to where
we are”
Segmentation Profiles
Urban Nexter:
moderate & growing
“Our work is done.
Now it’s time for us.”
Segmentation Profiles
Solo Senior:
moderate & growing
“I have
independence,
yet I’m open
to more”
Segmentation Profiles
Grey Getaways:
small but growing
“Now it’s our
time to live”
Segmentation Profiles
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