McCrindle-Research-Baynes-Villages-Census-Report-Summary_McCrindle-Research
McCrindle-Research-Baynes-Villages-Census-Report-Summary_McCrindle-Research
McCrindle-Research-Baynes-Villages-Census-Report-Summary_McCrindle-Research
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The <strong>McCrindle</strong> <strong>Baynes</strong><br />
<strong>Villages</strong> <strong>Census</strong> <strong>Report</strong> 2011<br />
Australia’s benchmark report for the retirement villages sector<br />
PROCESS & SAMPLE<br />
n 57 question pen and paper survey<br />
n 181 villages managed by 7 operators<br />
n 10,626 respondents<br />
(18,000 survey forms distributed)<br />
AUSTRALIA’S AGEING POPULATION<br />
Currently the Over 65’s market caters<br />
for 3 million Australians into which<br />
9 million will squeeze by mid-century.<br />
n Almost 1 in 10 of all Australian village residents<br />
n 26% moved into village in last 2 years<br />
n 6 focus groups: Sydney, Perth, NSW Central Coast<br />
n September - October 2011<br />
From “Population<br />
pyramid” to<br />
“Mushroom cloud”<br />
p1
BUILDERS<br />
DEFINED<br />
FINANCIALLY<br />
INITIAL VILLAGE FEES VS.<br />
CURRENT FORTNIGTLY FEES<br />
Baby Boomers<br />
(Australians aged 50-65)<br />
Builders Generation<br />
(Australians aged 66+)<br />
Median Net Worth $646,000 $555,000<br />
Median household<br />
net worth relative to<br />
all households<br />
Top 25% Top 40%<br />
Percentage of population 23% 13%<br />
Net worth as % of national<br />
private wealth<br />
Respondents<br />
could select<br />
multiple options<br />
WILL YOU PAY A DEFERRED<br />
MANAGEMENT FEE (DMF)<br />
WHEN YOU LEAVE THE VILLAGE?<br />
HOW IMPORTANT DO YOU<br />
BELIEVE IT IS TO HAVE AGED<br />
CARE IN A VILLAGE<br />
DEVELOPMENT?<br />
37% 16%<br />
HOW DID YOU PAY FOR<br />
YOUR MOVE INTO YOUR<br />
RETIREMENT VILLAGE?<br />
PRIOR TO MOVING IN TO YOUR VILLAGE,<br />
HOW LONG HAD YOU BEEN<br />
THINKING OF MOVING<br />
FROM YOUR HOME?<br />
The majority of village decisions are made in less than a year.<br />
p2
SEGMENTATION PROFILES<br />
Generation Tradition: Large but declining<br />
$$<br />
BUILDERS BOOMERS<br />
BUILDERS BOOMERS<br />
BUILDERS BOOMERS<br />
BUILDERS BOOMERS<br />
BUILDERS BOOMERS<br />
BUILDERS BOOMERS<br />
BUILDERS BOOMERS<br />
BUILDERS BOOMERS<br />
BUILDERS BOOMERS<br />
BUILDERS BOOMERS<br />
BUILDERS BOOMERS<br />
$<br />
$<br />
BUILDERS BOOMERS<br />
BUILDERS BOOMERS<br />
BUILDERS BOOMERS<br />
BUILDERS BOOMERS<br />
BUILDERS BOOMERS<br />
BUILDERS BOOMERS<br />
“It’s about the family you have<br />
and the legacy you leave”<br />
Thrifty Outer City: Moderate & growing<br />
BUILDERS BOOMERS<br />
“We have worked hard to<br />
get to where we are”<br />
Solo Senior: Moderate & growing<br />
“I have independence -<br />
yet I’m open to more”<br />
Downagers: Large and growing<br />
BUILDERS BOOMERS<br />
BUILDERS BOOMERS<br />
BUILDERS BOOMERS<br />
BUILDERS BOOMERS<br />
BUILDERS BOOMERS<br />
BUILDERS BOOMERS<br />
BUILDERS BOOMERS<br />
BUILDERS BOOMERS<br />
BUILDERS BOOMERS<br />
BUILDERS BOOMERS<br />
BUILDERS BOOMERS<br />
BUILDERS BOOMERS<br />
$$<br />
BUILDERS BOOMERS<br />
“Now it’s our time to live”<br />
BUILDERS BOOMERS<br />
BUILDERS BOOMERS<br />
$$<br />
“Age is just a number”<br />
BUILDERS BOOMERS<br />
Urban Nexters: Moderate & growing<br />
BUILDERS BOOMERS<br />
BUILDERS BOOMERS<br />
Silver Styler: Small but growing<br />
$<br />
“Our work is done.<br />
Now it’s time for us”<br />
Grey Getaways: Small but growing<br />
BUILDERS BOOMERS<br />
BUILDERS BOOMERS<br />
BUILDERS BOOMERS<br />
BUILDERS BOOMERS<br />
BUILDERS BOOMERS<br />
BUILDERS BOOMERS<br />
$$$<br />
“I have options -<br />
I recognise quality”<br />
p3
THE FADING 10K RULE:<br />
While 40% of village residents moved from less than<br />
10 kilometres away, 60% moved from further afield and<br />
30% relocated from more than 50 kilometres away.<br />
POSITIVES<br />
24 hour care clubs<br />
free time safety<br />
accessible chefs on staff on-call medical<br />
assurance swimming pools dining room<br />
transport to shops security exercise classes<br />
function rooms cafes card rooms assistance<br />
three stages library on-going care “lock and leave”<br />
company community<br />
NEGATIVES<br />
WHAT SIZE RETIREMENT HOME<br />
HAVE YOU MOVED INTO?<br />
organised<br />
no privacy<br />
lack of individuality parking old people<br />
scary don’t own land leases no pets<br />
pricing lack of power regimented<br />
weekly rent complex agreements<br />
no intergenerational contact<br />
land costs “just a room number”<br />
loss of choice rules & regulations<br />
committees restrictions<br />
segregation no individual garden<br />
gated community<br />
IS YOUR VILLAGE HOME BIG ENOUGH FOR YOU?<br />
e: info@mccrindle.com.au<br />
t: www.mccrindle.com.au<br />
t: +61 2 8824 3422<br />
f: +61 2 8824 3566<br />
DID YOUR SOCIAL LIFE<br />
IMPROVE OR DECLINE<br />
AFTER MOVING IN<br />
TO THE VILLAGE?<br />
a: Suite A39, Level 4<br />
24 Lexington Drive<br />
Bella Vista, NSW 2153<br />
Australia<br />
p4
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