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

Process and Sample

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

Over 65s

3.05 mil

Series1

Under 18s

5.22 mil

8.97 mil Over 65s 3.05 mil

7.00 mil Under 18s 2050 5.22 mil 2011

Builders Defined Financially

Baby Boomers
(Australians aged 55-64)

Builders Generation
(Australians aged 65+)

Median Net Worth Median household net worth relative to all households Percentage of population Net worth as % of national private wealth

$1,051,556

$872,052

Top 20%

Top 40%

23%

13%

33%

16%

How did you pay for your move into your retirement village?
Sold our family home
1% 3% 2% 9%

Family assistance

Savings (including shares, superannuation) Took out a mortgage /bank loan Other

90%

How influential were each of the following factors for you leaving your previous home?
Your family was concerned you thought all was 3% 3% 5% Financial reasons wanted to release money Changing neighbourhood Loneliness Concern about who would support you in the future Isolation from your neighbours / safety Want to spend more time with people like you Not being able to drive Needing to be closer to public transport / shops Your health Wanting to live closer to family / friends Freedom from house responsibilities to be able to Proximity to medical services Loss of your spouse Need for a home specially designed for easier ageing Home was too big to manage Downsize while it was easy Your partners health
Extremely influential
3% 5% 7% 9% 6% 8% 9% 11% 13% 18% 6% 8% 12% 9% 18% 12% 7% 4% 3% 20% 20% 25% 13% 11% 9% 22% 18% 24% 14% 11% 13% 9% 5% 10% 10% 18% 8% 23% 10% 16% 14% 9% 9% 13% 12% 17% 10%

82% 73% 81% 73% 73% 67% 62% 51% 78% 64% 46% 64% 33% 53% 72%
16%

Children / family / friends moving away from 4% 4% 6%

4% 6%

4% 5% 4% 5% 5% 6% 8% 10% 10% 11% 11% 13% 14% 14% 15% 19% 6% 8% 8% 4%

28% 34% 24% 48%

Very influential

Moderately influential

Slightly influential

Not at all influential

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

39%

58%

Very suitable

Reasonably suitable

Not at all suitable

To what extent was the village contract explained and did you feel you understood it before making the decision to move into your village?
40% 49% 11%

Very well explained & I clearly understood it Poorly explained & I didnt understand it well

Fairly well explained & I somewhat understood it

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

Dont know 24% Yes 57%

No 19%

49%

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

30%

14% 3% Extremely important Very important Somewhat important 4%

Not at all important Dont want aged care operating in the village

Prior to moving in to your village, how long had you been thinking of moving from your home?
37% 35%

17%

7% 2% 0 3 months 4 12 months 1-3 years 4-6 years 7-9 years 2% 10-12 years

Segmentation Profiles
Generation Tradition: large but declining

its 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 its time for us.

Segmentation Profiles
Solo Senior: moderate & growing

I have independence, yet Im open to more

Segmentation Profiles
Grey Getaways: small but growing

Now its our time to live

Segmentation Profiles
Silver Styler: small but growing

I have options I recognise quality

Did your social life improve or decline after moving in to the village?
48%

24%

16%
8% 3%

My social life has My social life significantly improved somewhat improved after moving into the after moving into the village 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

Commissioned by

Conducted by