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.

2. 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

3. 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

7. Over 65s 3.05 mil
Series1
Under 18s 5.22 mil

8. 8.97 mil
Over 65s
3.05 mil
7.00 mil
Under 18s
2050
5.22 mil
2011

10. Builders Defined Financially
Baby Boomers Builders Generation
(Australians aged 55-64) (Australians aged 65+)
Median Net Worth $1,051,556 $872,052
Median household
net worth relative to Top 20% Top 40%
all households
Percentage of
population
23% 13%
Net worth as % of
national private 33% 16%
wealth

12. How did you pay for your move into your
retirement village?
Sold our family home
1%
3% Family assistance
2% 9%
Savings (including shares,
superannuation)
Took out a mortgage /bank
90%
loan
Other

14. 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% 7% 82%
Financial reasons – wanted to release money 3% 5% 9% 10% 73%
Children / family / friends moving away from … 4% 4% 6% 6% 81%
Changing neighbourhood 4% 6% 8% 9% 73%
Loneliness 4% 5% 9% 9% 73%
Concern about who would support you in the future 4% 6% 11% 13% 67%
Isolation from your neighbours / safety 5% 8% 13% 12% 62%
Want to spend more time with people like you 5% 8% 18% 17% 51%
Not being able to drive 6% 4% 6% 5% 78%
Needing to be closer to public transport / shops 8% 8% 10% 10% 64%
Your health 10% 12% 18% 14% 46%
Wanting to live closer to family / friends 10% 9% 9% 8% 64%
Freedom from house responsibilities to be able to … 11% 18% 23% 16% 33%
Proximity to medical services 11% 12% 13% 10% 53%
Loss of your spouse 13% 7% 4% 3% 72%
Need for a home specially designed for easier ageing 14% 20% 22% 16% 28%
Home was too big to manage 14% 20% 18% 14% 34%
Downsize while it was easy 15% 25% 24% 11% 24%
Your partner’s health 19% 13% 11% 9% 48%
Extremely influential Very influential Moderately influential Slightly influential Not at all influential

15. 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 Fairly well explained & I somewhat understood it
Poorly explained & I didn’t understand it well

16. Will you pay a Deferred Management Fee
(DMF) when you leave the village?
Don’t know
24%
Yes
No
57%
19%

17. 49% How important do you believe it is to
have aged care in a village development?
30%
14%
3% 4%
Extremely important Very important Somewhat Not at all important Don’t want aged
important care operating in the
village

18. Prior to moving in to your village, how long had
you been thinking of moving from your home?
37%
35%
17%
7%
2% 2%
0 – 3 months 4 – 12 months 1-3 years 4-6 years 7-9 years 10-12 years

19. Segmentation Profiles
Generation Tradition:
large but declining
“it’s about the family
you have and the
legacy you leave”

20. Segmentation Profiles
Downagers:
large & growing
“age is just
a number”

21. Segmentation Profiles
Thrifty Outer City:
moderate & growing
“we have worked
hard to get to where
we are”

22. Segmentation Profiles
Urban Nexter:
moderate & growing
“Our work is done.
Now it’s time for us.”

23. Segmentation Profiles
Solo Senior:
moderate & growing
“I have
independence,
yet I’m open
to more”

24. Segmentation Profiles
Grey Getaways:
small but growing
“Now it’s our
time to live”

25. Segmentation Profiles
Silver Styler:
small but growing
“I have options -
I recognise quality”

26. 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 My social life stayed My social life My social life
significantly improved somewhat improved about the same somewhat declined significantly declined
after moving into the after moving into the after moving into the after moving into the
village village village village

31. Commissioned by Conducted by