Aviva Times of our Lives Report
April 2012
Contents                                              Introduction
Introduction                                          The Aviva Times of our Lives Report tracks the experiences,          While 35 is the age that most Brits say they want to be,
                                                      ambitions and concerns of people in the UK today as they             increasingly the “squeezed middle ages” of 35-54s are feeling
The U-shaped Curve of Life	                      3
                                                      journey through the ages of life.                                    the pinch – weighed down with responsibility, financial
and the Paradox of Being 35
                                                                                                                           pressures and making ends meet - it’s no wonder that this age
                                                      At a time of significant economic upheaval and financial
Ideal Times of our Lives	                        4                                                                         group feels the most pessimistic.
                                                      pressure, the report provides a unique picture of how this is
l	   The Age of Contentment	                     4    affecting Britons, revealing generational splits on issues such as   But it’s pleasing to see today’s 20-somethings are still striving
l	
                                                      achieving key milestones and contentedness.                          and ambitious – optimistic about what life will bring, even if the
     Ideal Milestones	                           4
                                                                                                                           realities of today’s economic climate might mean they don’t meet
l	   The Income Gap	                             5    The report also reveals people’s financial highs and lows,           their key milestones, like buying a home in their 20s.
                                                      including how much extra income they wish they had in order
Real Times of our Lives	                         6    to feel secure and provides an insight into the hopes and fears      At the other end of the age spectrum, baby boomers and
l	   What we Value and Want to Achieve	          6    for the future and their reflections on the past.                    over-65s say they are the most satisfied and content with their
                                                                                                                           lot and have the highest net worth, but there’s still a fear about
l	   What are the Worries?	                      8    Using detailed Aviva data from 2011, the report paints a picture     unexpected costs and a concern for the future of their children.
                                                      of the possessions and assets people build up through their lives
l	   Will we Achieve our Goals?	                 9
                                                      and the importance placed on protecting them.                        As the UK’s largest insurer, protecting people’s assets from the
Wealth Throughout our Lives and Protecting It	   10                                                                        unforeseen and unexpected is at the heart of what we do -
                                                      And it puts a value on those assets, calculating people’s net        whether it’s their finances, cars, homes or belongings.
l	   Wealth: What we’re Worth	                   10   wealth as they move from one generation to the next with
                                                      home contents, number of cars and family sizes increasing as         Aviva strives to listen and learn from changing consumer trends
l	   Contents, Cars and Homes 	                  11
                                                      they move towards retirement age.                                    and reflect that in the policies and products we create for our
Conclusion	                                      14                                                                        14 million customers.
                                                      The findings show that overall family and health are the greatest
Notes to Editors	                                15   lifetime priorities, but after health comes wealth, with financial   The report is based on detailed Aviva 2011 data and new research with over 2000
                                                                                                                           UK adults aged 18 to 65+ (see notes to editors for full details).
                                                      issues coming to the fore.




                                                                          Aviva Times of our Lives Report 2
The U-shaped Curve of Life and the Paradox of Being 35
The research reveals two intriguing and contradictory themes about people’s experience of life: how the most difficult time is mid-life from
35-54, and yet how everyone votes 35 as the best age to be!

l	   In terms of optimism, life is a U-shaped curve. Young adults are highly driven and optimistic, but least content. People then become
     more pessimistic in middle life when weighed down with responsibility and financial pressure, before re-emerging as optimistic in older
     age, when people are also most content of all.

l	   However, contrasting sharply with this picture of mid-life worry, is the fact that the age of contentment is identified as…35.




     Lower
     pressure,
     more
     optimistic
                      18-24                                                                                                                                                              65+




                                             25-34                                                                                                             55-64
     Higher
     pressure,
     more
     negative
                                                                              35-44                                              45-54


 Striving/Ambitious                  Succeeding/Ambitious              “Squeezed middle ages”/                   “Squeezed middle ages”/           Surfacing/ Ascending              Satisfied/Content
l	 Most optimistic - one in five    l	 Household income peaks at       Struggling                                Struggling                        	 Family is most important
                                                                                                                                                   l                                 	 Most content – 23% happy
                                                                                                                                                                                     l

   (21%) think they’ll achieve         £36,890 (gross)                 l	 35 voted best age to be               l	 Least optimistic – only 12%       (79%) & this is the group         with life as it is
   their five-year goals            l	 Want most extra income of all                                               believe they’ll achieve their     most worried about children’s   	 Highest net worth -
                                                                                                                                                                                     l
                                                                       l	 Value financial stability higher
l	 Have fewer worries than any         age groups - £12,003                                                        five-year goals                   progress (22%)                    £308,317 (homeowners)
                                                                          than other age groups
   other age group                  l	 Top three worries are money                                              l	 Value family higher than any    	 One in four worried about
                                                                                                                                                   l                                   & need least extra income
                                                                       l	 Age group most worried
l	 Value career (38%) & friends        related                                                                     other age group (81%)             retirement savings                to be secure - £380/year
                                                                          about unexpected expenses
   (34%) more than older age                                              (33%) & being made                    l	 Age group most worried about    	 Contentment and
                                                                                                                                                   l                                 	 73% say health is most
                                                                                                                                                                                     l

   groups                                                                 redundant (23%)                          making ends meet (41%)            optimism rise                     important


                                                                                             Aviva Times of our Lives Report 3
Ideal Times of our Lives

  The Age of Contentment                                                                                         The age perceived as the ‘best age to be’ increases the older people get, to a maximum
                                                                                                                 of 44 among those aged 65+. However, essentially people think they want to be older
  It’s not 21! Brits vote 35 the best age to be
                                                                                                                 when they’re younger and younger when they’re older.

                                                                                                       35                 27               30                  33              35               39                    44
      This age of contentment is after people feel most of life’s major milestones
      should have been achieved (see below), but the paradox is that this is the time
      when they still have much to strive for and are shouldering a lot of responsibility
      and worry.
                                                                                                                  18-24            25-34               35-44         45-54              55-64                65+




Ideal Milestones
From getting first job to peak of career in just 21 years                                                        The generation split
It’s all happening in the 20s and 30s. A conventional national picture emerges of the order                      But looking at the ideal milestones of the different age groups reveals that the generations are
in which people feel key milestones in life should ideally be accomplished, although it is all                   slightly split in their expectations. Reflecting rapid demographic changes taking place and the harsh
expected to happen in an astonishingly short space of time, with just 21 years from getting                      economic climate, people under 35 who have yet to achieve many of these milestones tend to set
a first job at 18 to peak of career at 39.                                                                       the ideal ages higher than the over 35s who have already achieved them and are looking back.
                                                                                                                 Longer life expectancy and the increasing challenges of getting onto the career and housing ladders
                                                                                                                 mean people now commonly take longer to settle down than used to be the case.


Age
             18
                                                                                                                                                                                                            39
                                             20                                                                                                                           29
                                                                          21                                25                              27




         Get first job             Start investing or saving                                                                                                         Have first child
                                                                Start saving for a pension
                                                                                                      Buy first house
                                                                                                                                    Get married or settle                                            Be at peak of career
                                                                                                                                        with partner



                                         Buy first car

                                                                Move out of parents’ home


                                                                                             Aviva Times of our Lives Report 4
Average
                                                    Mind the Income Gap




                                                                                                              Average monthly net
                £1,891          UK monthly




                                                                                                               household income
                            household income        Most Brits’ income falls far short of
                            including savings,                                                                                                                                      £1,654
                                                    what they want                                                                              £2,287
                               interest and
  Average                        benefits           On average, Brits’ monthly household income                                                                         £1,995
annual gross                                                                                                                                              £2,091
                                                    peaks by the age of 35, possibly something                                        £1,518                                                    £1,679
 household
                                                    that few young people realise or expect when
  income       £29,896
                                                    they set out in their career.
                                   Average




                                                                                                              Average annual gross
                                 additional         However, between the ages of 25 and 54




                                                                                                               household income
                               monthly income       people would still like a substantial pay rise to
                               needed to feel
                                                    receive the amount that would make them
                       £411      financially                                                                                                                           £31,732
                                                    feel financially secure – indicating that the                                                         £33,426                               £26,157
                                   secure                                                                                             £23,318
       Average                                      impact of the high cost of living and unstable                                              £36,890                             £25,709
        annual                                      economic backdrop is being felt. This income
     gross pay rise                                 gap highlights a “squeezed middle age” and
    required to feel
     comfortable
                       £7,236                       means that, when it comes to income, many
                                                    may fall short of their dreams.




                                                                                                              Desired extra monthly
                                                                                                                   net income
                                                                                                                                                £627         £596
The more you have, the more you want                                                                                                                                                    £317
                                                                                                                                      £451                                                       £23
The 25-34 year old age group receives the highest income with £2,287 monthly net                                                                                           £490
household income or an annual gross household income of £36,890. It is likely that income
peaks at this stage because couples may be living together as one household, both in work
and progressing in their career. Many may be yet to start a family, which could take one of
them out of full time employment.



                                                                                                              Annual income gap
However, 25-34 year olds feel they need the most extra income to be happy - £627 a
                                                                                                                                                                           £8,642

                                                                                                                   (gross)
month or a gross annual pay rise of £12,003. As average income drops off from this point,                                                       £12,003
they may be forever financially unfulfilled. It seems the more money people have, the more                                            £7,960                 £10,762                            £380
                                                                                                                                                                                       £5,594
they want.

The 35-44 year old age group would like the second highest extra amount - £596 net income
each month or an annual income rise before tax of £10,762. This desire of the “squeezed
middle ages” is potentially explained by the fact that they are most likely to have a family and
more financial commitments and concerns.

More content with their lot and possibly more practical, retirees believe they need only £380
extra each year before tax in order to feel financially secure.
                                                                                                                                       18-24      25-34     35-44        45-54         55-64           65+

                                                                                            Aviva Times of our Lives Report 5
Real Times of our Lives
What we Value and Want to Achieve
Hearth, health and then wealth                                             What we Value
Reflecting traditional values, family is the most important                                 18-24                    25-34              35-44   45-54   55-64   65+
thing in people’s lives with health coming second and rising in
importance as people get older. In contrast, while career, health
and financial stability are of equal importance when people are




                                                                      Family
18-24, career declines rapidly in importance as they get
older while financial security is valued highly throughout
people’s lives, suggesting that people increasingly want to
                                                                                            72%                      78%                75%     81%     79%     74%
maintain their lifestyle rather than significantly change it.

When looking at what people want to achieve over the next
five years, maintaining these valued aspects of their lives is key.


                                                                      Health
A continued strong relationship with family is the most common
aim and financial goals are important at all stages of life.

                                                                                            41%                      41%                52%     62%     68%     73%
                                                                      Financial Stability




                                                                                            36%                      41%                45%     45%     41%     39%
                                                                      Career




                                                                                                                                                                 =  % of the
                                                                                                                                                                   2
                                                                                                                                                                   age group
                                                                                            38%                      24%                19%     15%     6%




                                                                                                    Aviva Times of our Lives Report 6
Starting Out
Family is the thing that the youngest age group value most, but       When looking at their five-year goals, financial targets come
it is valued by a smaller proportion of people than in the older      to the fore for these age groups. While good relations with a
age groups. More focussed on themselves and their own goals,          partner or family remain top (37%), continuing to save regularly
the 18-24s place least importance on their partner (33%) and          (34%) comes a close second. People in the middle age groups
most importance on their career (38%) compared to other age           have conflicting priorities of repaying debts from early adulthood
groups. Financial stability is valued by 36% of 18-24s, making        and preparing for later adult life, with key goals including paying
this the only age where people value their job itself more than       off the mortgage (27%), paying off unsecured debts (24%) and
the financial stability it provides.                                  saving for retirement (16%).

As people start to settle down in the 25-34 age group, the            Approaching retirement
value given to family (78%) and partners (50%) increases in           The 55-64 age group places highest value on family, though
importance and the value placed on career declines rapidly            slightly less than 45-54s, but health continues to increase
(24%). A gap opens up between the importance placed on                in importance (68%). However, the importance of financial
their job (24%) and the importance placed on financial stability      stability begins to decline (41%) perhaps as children leave home
(41%) which continues to widen as people get older, suggesting        and there are fewer demands on the family finances.
that people value the income that their job brings rather than
the prestige or status it holds.                                      As they look at their five-year goals, with retirement on
                                                                      the horizon, the baby boomers hope to maintain a good
Asked about their aims over the next five years, people between       relationship with their family or partner (35%) and want to
the ages of 18 and 34 are remarkably conventional, seeking            improve their home, perhaps readying themselves to give up
to maintain many of the things they most value currently,             work. Continuing to save (24%) and paying off debts (25%) are
including a good relationship with their family or partner            placed highly, as in the previous age groups.
(40%), getting married or settling in a relationship (26%) and
having children (24%). Targets aimed at achieving financial           Retirement
stability include continuing to save regularly (33%) and getting      In the oldest age group, 65+, health is almost as important as
established in their career (31%).                                    family (73% to 74%) and partners are more valued than in the other
                                                                      age groups (56%) as are homes (28%) as people grow old together.
Squeezed middle ages
For 35-54 year olds, health starts to grow in importance,             Looking at goals for the next five years, the desire to have a
with 52% of 35-44s and 62% of 45-54s identifying this, and            good relationship with family or a partner is the highest
financial stability peaks in importance (45% for both). The           of any age (49%), and three in ten (29%) want to help their
45-54 age group also places more importance on family (81%)           children out financially. Financial concerns are less important, but
than any other age group, perhaps as this is the age where            not everyone is well prepared for retirement, with 13% planning
people are most likely to have children as well as elderly parents.   to continue to pay off debt and 23% continuing to save.



                                                                                          Aviva Times of our Lives Report 7
What are the Worries?
Our biggest concern is deteriorating health – both medical and financial                                                    Changing ages, changing worries
Having asked about their goals, Aviva also asked people about their concerns. Health and the current cost of running a      The younger generation of 18-24 year olds is not as footloose and
home top people’s list of worries. For the “squeezed middle age” groups, the cost of running their home is the number one   fancy-free as they once might have been, with top concerns such as
worry, peaking at over half of the 45-54s.                                                                                  getting a job (36%) and making ends meet (32%), reflecting the difficult
                                                                                                                            climate. Personal and family health ranks third most important. However,
Concerns over personal and family health increase with age, eclipsing home costs as the main concern for those over 55.     overall this age group lists fewer concerns than those older than them.

Top Worries - Health and Household Finances                                                                                 The top worries of 25-34 year olds are the cost of running a home
70                                                                                                                          (42%), unexpected expenses (32%), making ends meet (30%) and
                                                                                                                            personal and family health (30%).

60
                                                                                                                            More responsibility equals more worry and those at the age most
                                                                                                                            likely to have families and heavier financial burdens – 35 to 54 – list a
                                                                                                                            greater number of issues among their worries. After the cost of running
                                                                                                                            a home and health, concern number three is making ends meet (34% for
50
                                                                                                                            35-44s and 41% for 45-54s) – and this age group worry about this more
                                                                                                                            than all other age groups. Around a fifth (23% of 35-44s and 17% of
                                                                                                                            45-54s) are concerned about being made redundant and, knowing their
40                                                                                                                          finances are not as safe as houses, they worry about meeting the costs of
                                                                                                                            mortgage repayments and losing their home more than other age groups
                                                                                                                            at 8% and 9% respectively. The 35-44 year old age group is also the
30                                                                                                                          most nervous about facing nasty surprises in the form of unexpected costs
                                                                                                                            such as car repairs or a replacement boiler (33%).

                                                                                                                            As people get older (55 - 64 and 65+), as well as worrying about health
20
                                                                                                                            and home running costs, they tend to become more worried about their
                                                                                                                            children’s progress through life (22% and 19%). The 65+ group are also
                                                                                                                            concerned about being able to afford unexpected costs and are thinking
10                                                                                                                          about the cost of elderly care (14%) and being a victim of crime (14%)
                                                                                                                            as they enter retirement.

 0
            18-24                  25-34          35-44               45-54               55-64                     65+
     1 Personal or family health
     2 Cost of running my home
     3 Making ends meet

                                                                                       Aviva Times of our Lives Report 8
5%                                                                                                                 5%



                                           0%                                                                                                                 0%
                                                                                     25-34                                                                                                                          25-34
5-64                                                                                                       55-64


                                                                            Will we Achieve our Goals?
          Other Worries                                                     Reaching for the stars or happy with our lot?
                                                                            People at the youngest and the oldest ends of the age spectrum are most likely to say they are optimistic about achieving
                         4%                      8%                         all of their goals, and people in the middle ages the least likely. However, contentedness steadily increases as people
                                                                            get older. This suggests that people start out with great ambition in their youth, yet become more pessimistic in middle
               7%
                                                                            age, and then become more content as they achieve some goals and let others fall by the wayside.
                                    20%                        32%
                                           20%
                                                                            The possibility of youth means that 18-24 year olds are most optimistic, with only 8% believing they won’t achieve any
                         45-54
                          18-24                       25-34         35-44   of their goals while 29% say they will achieve all45-54
                                                                                                                               their goals (a net overall optimism score of 21%). 35-44
                                                                                                   18-24                                 25-34
                  13%
 I'll achieve my goals                             14%                      The “squeezed middle age”I'll achieve mythe most pessimistic; those in the 35-44 and 45-54 age groups were most likely to say
                                                                                                             groups are goals
 I'm content as I am                                                        they won’t achieve their goals I'm content 14%) and were least likely to say they would achieve all their goals. The overall optimism
                                                                                                            (13% and as I am
                                                                            scores for these age groups are 14% and 12%.
                         8%                      9%
                                                                            The oldest age group sees a rise in the percentage of people saying they will achieve all their goals (29%) and a fall in
                                                                            those saying they won’t (10%), indicating they are more content and possibly that their goals are less ambitious or more
                                                              26%
                                                                            realistic. Overall optimism is 19%.
                                    33%
            23%                            17%

                                                                            Optimism vs Contentment
                            35-44                     45-54
                                                                            25%                    35-44                                 45-54
                            12%                        17%


                                                 1% 1%                      20%

                         4%

                 7%                                                         15%
                                    20%    13%


                                                                            10%

                            55-64                     65+     27%
                                                                                                   55-64                                 65+
                      25%                                                   5%



             Unexpected costs                                               0%
                                                                                    18-24          25-29           30-34         35-39     40-44      45-49        50-54        55-59         60-64         65+
             Not having enough savings
             Being made redundant                                             I'll achieve my goals (overall optimism score)
             Meeting mortgage repayments                                      I'm content as I am

                                                                                             Aviva Times of our Lives Report 9
Wealth Throughout our Lives and Protecting It
Wealth: What we’re Worth                                                                          NH = Non-Homeowners                      Assets, Debt and Net Value for Homeowners and Non-Homeowners
                     25-34 NH

                                                                                                  H = Homeowners
Wealth peaks in retirement                                                                        1 Total Assets                                                                NH = Non-Homeowners         1 Total Assets




                                                                                                                                          25-34 NH
                                                                                                  2 Total Debt                                                                  H = Homeowners              2 Total Debt
The average household’s wealth grows steadily through life, peaking at 65+, when the average homeowner’s net
                                                                              3 Net Value                                                                                                                   3 Net Value
wealth is £308,317 and the average non-homeowner’s net wealth is £75,834. Net wealth comprises the key assets of
                     25-34 H




home, income, savings, home contents, belongings and cars, minus mortgage and other debts such as credit cards.




                                                                                                                                          25-34 H
Unsurprisingly, homes are the biggest source of wealth by far, showing how critical getting on the property
ladder is to building a lifetime’s wealth. Being a homeowner means a person is twice as wealthy as a non homeowner
                     35-44 NH




at 25-34 and four times wealthier when they are 65+. The data shows how, as people progress through life, they




                                                                                                                                          35-44 NH
also accumulate possessions and pay off debts, and their net assets steadily increase.

The value of home contents and personal possessions peaks at £37,893 at age 55-64. Typically people have two
                     35-44 H




cars per household between the ages of 35 and 64, boosting the value of their car assets, to a peak of £9,850 at age




                                                                                                                                          35-44 H
35-44. Both savings and house assets peak when we are 65+. Debt is greatest at age 25-34.
                     45-54 NH




                                                                                                                                          45-54 NH
                                                    25-34                 35-44         45-54              55-64                 65+
 % non homeowners                                       49%               32%            27%                24%                  18%
 % homeowners                                           51%               68%            73%                76%                  82%
                     45-54 H




 Household net monthly income                      £2,287                 £2,091        £1,995             £1,654               £1,679




                                                                                                                                          45-54 H
 Household net annual income                       £27,444               £25,092       £23,940            £19,848               £20,148
 Savings and investments                            £493                  £1,004        £1,787             £6,665               £18,556
                     55-64 NH




                                                                                                                                          55-64 NH
 Home contents and personal possessions            £29,001               £34,546       £37,079            £37,893               £34,321
 Car(s)                                            £3,225                 £9,850        £7,700             £7,700               £4,875
 Total Assets non-homeowners                       £60,163               £70,492       £70,506            £72,106               £77,900
                     55-64 H




                                                                                                                                          55-64 H
 House value                                      £187,865               £224,043      £236,355           £236,181          £240,347
 Total Assets homeowners                          £248,027               £294,535      £306,861           £308,287          £318,247
 Unsecured debt                                    £13,397                £6,985        £8,021             £2,732               £2,066
                     65+ NH




                                                                                                                                          65+ NH
 Mortgage outstanding                             £122,899               £105,838      £80,286            £22,685               £7,864
 Total debt non homeowners                         £13,397                £6,985        £8,021             £2,732               £2,066
 Total debt homeowners                            £136,296               £112,823      £88,307            £25,417               £9,930
                     65+ H




 Net value non homeowners                          £46,766               £63,507       £62,485            £69,374               £75,834   65+ H

 Net value homeowners                             £111,731               £181,712      £218,554           £282,870          £308,317

See notes to editors for£0
                         sources   £50,000   £100,000         £150,000      £200,000   £250,000       £300,000       £350,000                    £0   £50,000   £100,000   £150,000   £200,000   £250,000    £300,000   £350,000


                                                                                                     Aviva Times of our Lives Report 10
Age




Net Value of Homeowners and Non-Homeowners                        Contents, Cars and Homes
£350,000

              Net Value Homeowners
                                                                  Bricks, mortar and motors our most important assets
              Net Value Non-Homeowners                            Homes and cars are central to £350,000 and this research shows how much Britons focus on protecting and enhancing them.
                                                                                                wealth
                                                                                                                    Net Value Homeowners
                                                                  Brits prize their cars and want to protect their homes. When it comes to making cutbacks, cars are the last thing that people
                                                                                                             Net Value Non-Homeowners
                                                       £308,317
£300,000
                                                                  would give up, followed by home insurance, with this particularly the case for everyone aged 35 and above. It is not surprising that
                                                                  home insurance is so highly valued as people hold the majority of their wealth in bricks and mortar rather than the bank, with the
                                                                                                                                                                              £308,317
                                            £282,870              over 35s having an average£300,000
                                                                                                 of more than £35,000 worth of possessions to safeguard. Insurance protects people’s greatest
                                                                  sources of wealth - their home, its contents and their personal possessions.
                                                                                                                                                               £282,870
                                                                  Socialising, holidays, Sky subscriptions, savings and even mobile phones would be dispensed with first for most people if they had
£250,000
                                                                  to give something up for financial reasons. However younger age groups will hang onto their mobile phones until the last and place
                                                                  less emphasis on home insurance.
                                                                                                     £250,000

                                 £218,554                         Cars, phones and home insurance are the last things people would give up
£200,000
                                                                  Least                                                                         £218,554
                                                                  likely to
                      £181,712                                    give up        32%                       19%
                                                                                                     £200,000                                                                              22%

                                                                                                                               16%               18%               19%
                                                                                                                                 £181,712
£150,000                                                          Second
                                                                  least likely                                                            15%            18%                 17%
                                                                  to give up
                                                                                           10%                      17%                                                                              18%
                                                                                                     £150,000
                                                                  Age            18-24                      25-34                 35-44            45-54                 55-64                 65+
           £111,731
£100,000


                                                                                                                  £111,731
                                                       £75,834                                       £100,000
                                            £69,374
                      £63,507    £62,485

 £50,000                                                                                                                                                                           £75,834
           £46,766
                                                                                                                                                               £69,374
                                                                                                                                  £63,507       £62,485
                                                                                                      £50,000
                                                                                                                  £46,766

     £0
            25-34      35-44       45-54      55-64       65+

                                                                                       Aviva Times of our Lives Report 11
                                                                                                           £0
                                                                                                                      25-34          35-44       45-54           55-64               65+
What Brits are driving: Superminis rule from youth to old age                                  Screens rule: more valued than personal possessions
(Aviva 2011 data)
                                                                                               If any further proof were needed, this research shows that screens now rule our lives and our hearts.
                                                                                               Laptops, computers and TVs – ‘screens’ – are Brits most important possessions by far (67%), even
                    Most owned car      Second most owned car    Third most owned car
                                                                                               ahead of personal possessions such as jewellery and photographs (63%) and well ahead of our clothing
                    Vauxhall Corsa                                  Ford Fiesta Zetec          (27%) and general furnishings (26%). This clearly reflects the central role of computers in people’s lives,
                                           Ford Ka (2004)                                      including being a digital archive of personal mementoes such as photos and videos.
                    SX1 16v (2004)                                       (2004)
  18-24
                                                                                               The youngest age group is the most materialistic, valuing their computers (77%), photos and jewellery (69%)
                    Ford Focus Zetec                             Vauxhall Corsa SXI 16v        and clothing (52%) more than any other age group.
                                           Ford Ka (2005)
                       16v (2005)                                        (2005)
  25-34                                                                                        Top Possessions by Age:

                    Ford Focus Zetec    Vauxhall Corsa SXI 16v                                 80%
                                                                    Ford Ka (2006)
                       16v (2006)               (2006)                                                                                              Overall
                                                                                                                                 Overall           Contents                                    Overall
  35-44                                                                                                                         Contents
                                                                                               70%                                                  Value*                                    Contents
                                                                                                                                 Value*                                                        Value*
                                                                                                                                                   £34,546
                    Ford Fiesta Zetec   Vauxhall Corsa SXI 16v                                               Overall
                                                                                                                                £29,001                                                       £34,321
                                                                    Ford Ka (2006)                          Contents
                         (2006)                 (2006)
                                                                                               60%           Value*
  45-54
                                                                                                            £23,328                                                   Overall    Overall
                                                                                                                                                                     Contents   Contents
                    Ford Fiesta Zetec                                                                                                                                 Value*     Value*
                                        Honda Jazz SE (2006)        Ford Ka (2006)             50%                                                                              £37,893
                         (2006)                                                                                                                                      £37,079
  55-64

                                                                                               40%
                                           Ford Fiesta Zetec      Ford Focus Ghia 16v
               Honda Jazz SE (2006)
                                                (2006)                   (2006)
   65+
                                                                                               30%


Aviva’s data from 2011 reveals that Brits are most likely to be found behind the wheel
                                                                                               20%
of a ‘Supermini’ Ford or Vauxhall car throughout their lives. The top three cars driven
by each adult age group from 18 to 65+ are superminis and just six cars make up this
list. Ford dominates, making up four of the top six cars, although from age 55 the             10%
Honda Jazz becomes a top three choice and Vauxhall slips out of the rankings.

                                                                                                0%
                                                                                                           18-24               25-34              35-44             45-54       55-64         65+

                                                                                                     1. Electrical screens: computer/laptops/tv
                                                                                                     1                                               3. Car
                                                                                                                                                     3
                                                                                                     2. Personal possessions such as jewellery,
                                                                                                     2                                               4. Clothes/shoes
                                                                                                                                                     4
                                                                                                       art, photos, ornaments and heirlooms          5. General furnishings
                                                                                                                                                     5
                                                                                                                                                     * Aviva 2011 data

                                                                                          Aviva Times of our Lives Report 12
Increasing home wealth                                                                                                 Home wealth enhancement:
For many people, plans to move home or improve their home are key concerns throughout all stages
                                                                                                                       key improvements planned in next two years
of life. Twenty-five per cent of all homeowners would like to move house in the next 12 months, with                   Paintbrushes at the ready… almost half of us will be redecorating in the next two years.
this ranging from 31% of under 25s to 15% of over 65s. Many more plan to invest in their homes with
redecoration, new kitchens and bathrooms and garden improvements.

Moving issues                                                                                                                                                                  13%
                                                                                                                                   48%
But ambitions to move are thwarted by money issues, affecting around one in ten of those aged 25-54,                                                    8%
and one in two of those under 25 who say they would like to move but can’t afford it.                                                                                                              9%
                                                                                                                                                                                   13%
Moving Plans for next 12 Months                                                                                                                                                                          11%
                                                                                                                              48%                      19%
35%


30%                                                                                                                                                                              15%
                                                                                                                                                                                                    15%
                                                                                                                                   50%                      15%
25%

                                                                                                                                                                                14%                  14%
20%                                                                                                                                                    16%
                                                                                                                              36%

15%
                                                                                                                                                                                    14%            18%
                                                                                                                                   43%                 17%
10%


                                                                                                                                                                               8%                         8%
5%                                                                                                                           17%                            5%

0%
            18-24              25-34              35-44      45-54            55-64                   65+


      1. Would like to move house/are currently moving
      1
      2. Want to move but cannot afford to
      2


                                                                                                                              Redecorate             New kitchen           Landscaping garden     New bathroom


                                                                                                                           18-24    25-34   35-44   45-54    55-64   65+




                                                                                      Aviva Times of our Lives Report 13
Conclusion
                                     The Aviva Times of our Lives Report offers an insight into how
                                     the current economic and social backdrop is impacting on the
                                     values and goals, concerns and finances of Britons today. It
                                     examines the effect these factors have on people’s optimism
                                     and contentment over the different stages of their lives and
                                     compares this with their picture of the ideal life.

                                     As people journey through adulthood, it will be interesting to
                                     see if what they value, including their goals and aspirations,
                                     changes in the current economic climate - certainly making ends
                                     meet comes out as a real concern for people today and as a
                                     result, many expectations may remain unfulfilled.

                                     But despite all of that, home is definitely where the heart is,
                                     with family and health still the greatest lifetime priorities -
                                     an encouraging sign that traditional values still hold strong
                                     whatever is going on around us.




Aviva Times of our Lives Report 14
Notes to Editors
The Aviva Times of our Lives Report was produced by The Wriglesworth Consultancy.

As part of this, 2024 UK adults were interviewed by ICM between 10th and 13th
February 2012.

The report also contains Aviva General Insurance data and additional statistics from the
sources detailed below for the net worth calculations.

What are we worth?
The financial value of people’s assets and possessions at different ages of life is their total
assets less their total liabilities. Desk research has combined Aviva quote data from 2011
with consumer research from the Aviva Real Retirement Report (RRR) Q4 2011, conducted
among 1028 UK adults over the age of 55 in October/November 2011 by Opinion Matters
and Aviva Family Report (FR) Q4 2011, conducted among 2056 UK adults in October 2011
by Opinion Matters, to ascertain the following assets and liabilities:

 Assets                                   Source
 1. Percentage of non/homeowners          1. Q4 2011 Aviva RRR/FR data
 2. Net income                            2. Median value: ICM research Feb 2012
 3. Savings and investments               3. Median value: Q4 2011 Aviva RRR/FR data
 4. Contents sum insured                  4. Aviva 2011 data
 5. Car values / cars owned               5. Glass’s Guide 2011 / Aviva 2011 data
 6. House value                           6. Mean value: Q4 2011 Aviva RRR/FR data
 Liabilities                              Source
 1. Unsecured debt                        1. Mean value: Q4 2011 Aviva RRR/FR data
 2. Mortgage outstanding                  2. Mean value: Q4 2011 Aviva RRR/FR data



  Further information
  For further information on the report or for comment, please contact

  -	Rebecca Holmes at the Aviva Press Office
     on 01603 685177 or rebecca.l.holmes@aviva.co.uk

  -	 Louise Weaver / Hugh Murphy at Wriglesworth
     on 0207 427 1400 or l.weaver@wriglesworth.com
Aviva Insurance Limited Incorporated in Scotland with Registered Number SC002116 Registered Office
Pitheavlis, Perth, Scotland PH2 0NH Authorised and Regulated by the Financial Services Authority.


9CM86_34601 04/2012 © Aviva plc

[ARCHIVE] Times of our Lives Report - April 2012

  • 1.
    Aviva Times ofour Lives Report April 2012
  • 2.
    Contents Introduction Introduction The Aviva Times of our Lives Report tracks the experiences, While 35 is the age that most Brits say they want to be, ambitions and concerns of people in the UK today as they increasingly the “squeezed middle ages” of 35-54s are feeling The U-shaped Curve of Life 3 journey through the ages of life. the pinch – weighed down with responsibility, financial and the Paradox of Being 35 pressures and making ends meet - it’s no wonder that this age At a time of significant economic upheaval and financial Ideal Times of our Lives 4 group feels the most pessimistic. pressure, the report provides a unique picture of how this is l The Age of Contentment 4 affecting Britons, revealing generational splits on issues such as But it’s pleasing to see today’s 20-somethings are still striving l achieving key milestones and contentedness. and ambitious – optimistic about what life will bring, even if the Ideal Milestones 4 realities of today’s economic climate might mean they don’t meet l The Income Gap 5 The report also reveals people’s financial highs and lows, their key milestones, like buying a home in their 20s. including how much extra income they wish they had in order Real Times of our Lives 6 to feel secure and provides an insight into the hopes and fears At the other end of the age spectrum, baby boomers and l What we Value and Want to Achieve 6 for the future and their reflections on the past. over-65s say they are the most satisfied and content with their lot and have the highest net worth, but there’s still a fear about l What are the Worries? 8 Using detailed Aviva data from 2011, the report paints a picture unexpected costs and a concern for the future of their children. of the possessions and assets people build up through their lives l Will we Achieve our Goals? 9 and the importance placed on protecting them. As the UK’s largest insurer, protecting people’s assets from the Wealth Throughout our Lives and Protecting It 10 unforeseen and unexpected is at the heart of what we do - And it puts a value on those assets, calculating people’s net whether it’s their finances, cars, homes or belongings. l Wealth: What we’re Worth 10 wealth as they move from one generation to the next with home contents, number of cars and family sizes increasing as Aviva strives to listen and learn from changing consumer trends l Contents, Cars and Homes 11 they move towards retirement age. and reflect that in the policies and products we create for our Conclusion 14 14 million customers. The findings show that overall family and health are the greatest Notes to Editors 15 lifetime priorities, but after health comes wealth, with financial The report is based on detailed Aviva 2011 data and new research with over 2000 UK adults aged 18 to 65+ (see notes to editors for full details). issues coming to the fore. Aviva Times of our Lives Report 2
  • 3.
    The U-shaped Curveof Life and the Paradox of Being 35 The research reveals two intriguing and contradictory themes about people’s experience of life: how the most difficult time is mid-life from 35-54, and yet how everyone votes 35 as the best age to be! l In terms of optimism, life is a U-shaped curve. Young adults are highly driven and optimistic, but least content. People then become more pessimistic in middle life when weighed down with responsibility and financial pressure, before re-emerging as optimistic in older age, when people are also most content of all. l However, contrasting sharply with this picture of mid-life worry, is the fact that the age of contentment is identified as…35. Lower pressure, more optimistic 18-24 65+ 25-34 55-64 Higher pressure, more negative 35-44 45-54 Striving/Ambitious Succeeding/Ambitious “Squeezed middle ages”/ “Squeezed middle ages”/ Surfacing/ Ascending Satisfied/Content l Most optimistic - one in five l Household income peaks at Struggling Struggling Family is most important l Most content – 23% happy l (21%) think they’ll achieve £36,890 (gross) l 35 voted best age to be l Least optimistic – only 12% (79%) & this is the group with life as it is their five-year goals l Want most extra income of all believe they’ll achieve their most worried about children’s Highest net worth - l l Value financial stability higher l Have fewer worries than any age groups - £12,003 five-year goals progress (22%) £308,317 (homeowners) than other age groups other age group l Top three worries are money l Value family higher than any One in four worried about l & need least extra income l Age group most worried l Value career (38%) & friends related other age group (81%) retirement savings to be secure - £380/year about unexpected expenses (34%) more than older age (33%) & being made l Age group most worried about Contentment and l 73% say health is most l groups redundant (23%) making ends meet (41%) optimism rise important Aviva Times of our Lives Report 3
  • 4.
    Ideal Times ofour Lives The Age of Contentment The age perceived as the ‘best age to be’ increases the older people get, to a maximum of 44 among those aged 65+. However, essentially people think they want to be older It’s not 21! Brits vote 35 the best age to be when they’re younger and younger when they’re older. 35 27 30 33 35 39 44 This age of contentment is after people feel most of life’s major milestones should have been achieved (see below), but the paradox is that this is the time when they still have much to strive for and are shouldering a lot of responsibility and worry. 18-24 25-34 35-44 45-54 55-64 65+ Ideal Milestones From getting first job to peak of career in just 21 years The generation split It’s all happening in the 20s and 30s. A conventional national picture emerges of the order But looking at the ideal milestones of the different age groups reveals that the generations are in which people feel key milestones in life should ideally be accomplished, although it is all slightly split in their expectations. Reflecting rapid demographic changes taking place and the harsh expected to happen in an astonishingly short space of time, with just 21 years from getting economic climate, people under 35 who have yet to achieve many of these milestones tend to set a first job at 18 to peak of career at 39. the ideal ages higher than the over 35s who have already achieved them and are looking back. Longer life expectancy and the increasing challenges of getting onto the career and housing ladders mean people now commonly take longer to settle down than used to be the case. Age 18 39 20 29 21 25 27 Get first job Start investing or saving Have first child Start saving for a pension Buy first house Get married or settle Be at peak of career with partner Buy first car Move out of parents’ home Aviva Times of our Lives Report 4
  • 5.
    Average Mind the Income Gap Average monthly net £1,891 UK monthly household income household income Most Brits’ income falls far short of including savings, £1,654 what they want £2,287 interest and Average benefits On average, Brits’ monthly household income £1,995 annual gross £2,091 peaks by the age of 35, possibly something £1,518 £1,679 household that few young people realise or expect when income £29,896 they set out in their career. Average Average annual gross additional However, between the ages of 25 and 54 household income monthly income people would still like a substantial pay rise to needed to feel receive the amount that would make them £411 financially £31,732 feel financially secure – indicating that the £33,426 £26,157 secure £23,318 Average impact of the high cost of living and unstable £36,890 £25,709 annual economic backdrop is being felt. This income gross pay rise gap highlights a “squeezed middle age” and required to feel comfortable £7,236 means that, when it comes to income, many may fall short of their dreams. Desired extra monthly net income £627 £596 The more you have, the more you want £317 £451 £23 The 25-34 year old age group receives the highest income with £2,287 monthly net £490 household income or an annual gross household income of £36,890. It is likely that income peaks at this stage because couples may be living together as one household, both in work and progressing in their career. Many may be yet to start a family, which could take one of them out of full time employment. Annual income gap However, 25-34 year olds feel they need the most extra income to be happy - £627 a £8,642 (gross) month or a gross annual pay rise of £12,003. As average income drops off from this point, £12,003 they may be forever financially unfulfilled. It seems the more money people have, the more £7,960 £10,762 £380 £5,594 they want. The 35-44 year old age group would like the second highest extra amount - £596 net income each month or an annual income rise before tax of £10,762. This desire of the “squeezed middle ages” is potentially explained by the fact that they are most likely to have a family and more financial commitments and concerns. More content with their lot and possibly more practical, retirees believe they need only £380 extra each year before tax in order to feel financially secure. 18-24 25-34 35-44 45-54 55-64 65+ Aviva Times of our Lives Report 5
  • 6.
    Real Times ofour Lives What we Value and Want to Achieve Hearth, health and then wealth What we Value Reflecting traditional values, family is the most important 18-24 25-34 35-44 45-54 55-64 65+ thing in people’s lives with health coming second and rising in importance as people get older. In contrast, while career, health and financial stability are of equal importance when people are Family 18-24, career declines rapidly in importance as they get older while financial security is valued highly throughout people’s lives, suggesting that people increasingly want to 72% 78% 75% 81% 79% 74% maintain their lifestyle rather than significantly change it. When looking at what people want to achieve over the next five years, maintaining these valued aspects of their lives is key. Health A continued strong relationship with family is the most common aim and financial goals are important at all stages of life. 41% 41% 52% 62% 68% 73% Financial Stability 36% 41% 45% 45% 41% 39% Career = % of the 2 age group 38% 24% 19% 15% 6% Aviva Times of our Lives Report 6
  • 7.
    Starting Out Family isthe thing that the youngest age group value most, but When looking at their five-year goals, financial targets come it is valued by a smaller proportion of people than in the older to the fore for these age groups. While good relations with a age groups. More focussed on themselves and their own goals, partner or family remain top (37%), continuing to save regularly the 18-24s place least importance on their partner (33%) and (34%) comes a close second. People in the middle age groups most importance on their career (38%) compared to other age have conflicting priorities of repaying debts from early adulthood groups. Financial stability is valued by 36% of 18-24s, making and preparing for later adult life, with key goals including paying this the only age where people value their job itself more than off the mortgage (27%), paying off unsecured debts (24%) and the financial stability it provides. saving for retirement (16%). As people start to settle down in the 25-34 age group, the Approaching retirement value given to family (78%) and partners (50%) increases in The 55-64 age group places highest value on family, though importance and the value placed on career declines rapidly slightly less than 45-54s, but health continues to increase (24%). A gap opens up between the importance placed on in importance (68%). However, the importance of financial their job (24%) and the importance placed on financial stability stability begins to decline (41%) perhaps as children leave home (41%) which continues to widen as people get older, suggesting and there are fewer demands on the family finances. that people value the income that their job brings rather than the prestige or status it holds. As they look at their five-year goals, with retirement on the horizon, the baby boomers hope to maintain a good Asked about their aims over the next five years, people between relationship with their family or partner (35%) and want to the ages of 18 and 34 are remarkably conventional, seeking improve their home, perhaps readying themselves to give up to maintain many of the things they most value currently, work. Continuing to save (24%) and paying off debts (25%) are including a good relationship with their family or partner placed highly, as in the previous age groups. (40%), getting married or settling in a relationship (26%) and having children (24%). Targets aimed at achieving financial Retirement stability include continuing to save regularly (33%) and getting In the oldest age group, 65+, health is almost as important as established in their career (31%). family (73% to 74%) and partners are more valued than in the other age groups (56%) as are homes (28%) as people grow old together. Squeezed middle ages For 35-54 year olds, health starts to grow in importance, Looking at goals for the next five years, the desire to have a with 52% of 35-44s and 62% of 45-54s identifying this, and good relationship with family or a partner is the highest financial stability peaks in importance (45% for both). The of any age (49%), and three in ten (29%) want to help their 45-54 age group also places more importance on family (81%) children out financially. Financial concerns are less important, but than any other age group, perhaps as this is the age where not everyone is well prepared for retirement, with 13% planning people are most likely to have children as well as elderly parents. to continue to pay off debt and 23% continuing to save. Aviva Times of our Lives Report 7
  • 8.
    What are theWorries? Our biggest concern is deteriorating health – both medical and financial Changing ages, changing worries Having asked about their goals, Aviva also asked people about their concerns. Health and the current cost of running a The younger generation of 18-24 year olds is not as footloose and home top people’s list of worries. For the “squeezed middle age” groups, the cost of running their home is the number one fancy-free as they once might have been, with top concerns such as worry, peaking at over half of the 45-54s. getting a job (36%) and making ends meet (32%), reflecting the difficult climate. Personal and family health ranks third most important. However, Concerns over personal and family health increase with age, eclipsing home costs as the main concern for those over 55. overall this age group lists fewer concerns than those older than them. Top Worries - Health and Household Finances The top worries of 25-34 year olds are the cost of running a home 70 (42%), unexpected expenses (32%), making ends meet (30%) and personal and family health (30%). 60 More responsibility equals more worry and those at the age most likely to have families and heavier financial burdens – 35 to 54 – list a greater number of issues among their worries. After the cost of running a home and health, concern number three is making ends meet (34% for 50 35-44s and 41% for 45-54s) – and this age group worry about this more than all other age groups. Around a fifth (23% of 35-44s and 17% of 45-54s) are concerned about being made redundant and, knowing their 40 finances are not as safe as houses, they worry about meeting the costs of mortgage repayments and losing their home more than other age groups at 8% and 9% respectively. The 35-44 year old age group is also the 30 most nervous about facing nasty surprises in the form of unexpected costs such as car repairs or a replacement boiler (33%). As people get older (55 - 64 and 65+), as well as worrying about health 20 and home running costs, they tend to become more worried about their children’s progress through life (22% and 19%). The 65+ group are also concerned about being able to afford unexpected costs and are thinking 10 about the cost of elderly care (14%) and being a victim of crime (14%) as they enter retirement. 0 18-24 25-34 35-44 45-54 55-64 65+ 1 Personal or family health 2 Cost of running my home 3 Making ends meet Aviva Times of our Lives Report 8
  • 9.
    5% 5% 0% 0% 25-34 25-34 5-64 55-64 Will we Achieve our Goals? Other Worries Reaching for the stars or happy with our lot? People at the youngest and the oldest ends of the age spectrum are most likely to say they are optimistic about achieving 4% 8% all of their goals, and people in the middle ages the least likely. However, contentedness steadily increases as people get older. This suggests that people start out with great ambition in their youth, yet become more pessimistic in middle 7% age, and then become more content as they achieve some goals and let others fall by the wayside. 20% 32% 20% The possibility of youth means that 18-24 year olds are most optimistic, with only 8% believing they won’t achieve any 45-54 18-24 25-34 35-44 of their goals while 29% say they will achieve all45-54 their goals (a net overall optimism score of 21%). 35-44 18-24 25-34 13% I'll achieve my goals 14% The “squeezed middle age”I'll achieve mythe most pessimistic; those in the 35-44 and 45-54 age groups were most likely to say groups are goals I'm content as I am they won’t achieve their goals I'm content 14%) and were least likely to say they would achieve all their goals. The overall optimism (13% and as I am scores for these age groups are 14% and 12%. 8% 9% The oldest age group sees a rise in the percentage of people saying they will achieve all their goals (29%) and a fall in those saying they won’t (10%), indicating they are more content and possibly that their goals are less ambitious or more 26% realistic. Overall optimism is 19%. 33% 23% 17% Optimism vs Contentment 35-44 45-54 25% 35-44 45-54 12% 17% 1% 1% 20% 4% 7% 15% 20% 13% 10% 55-64 65+ 27% 55-64 65+ 25% 5% Unexpected costs 0% 18-24 25-29 30-34 35-39 40-44 45-49 50-54 55-59 60-64 65+ Not having enough savings Being made redundant I'll achieve my goals (overall optimism score) Meeting mortgage repayments I'm content as I am Aviva Times of our Lives Report 9
  • 10.
    Wealth Throughout ourLives and Protecting It Wealth: What we’re Worth NH = Non-Homeowners Assets, Debt and Net Value for Homeowners and Non-Homeowners 25-34 NH H = Homeowners Wealth peaks in retirement 1 Total Assets NH = Non-Homeowners 1 Total Assets 25-34 NH 2 Total Debt H = Homeowners 2 Total Debt The average household’s wealth grows steadily through life, peaking at 65+, when the average homeowner’s net 3 Net Value 3 Net Value wealth is £308,317 and the average non-homeowner’s net wealth is £75,834. Net wealth comprises the key assets of 25-34 H home, income, savings, home contents, belongings and cars, minus mortgage and other debts such as credit cards. 25-34 H Unsurprisingly, homes are the biggest source of wealth by far, showing how critical getting on the property ladder is to building a lifetime’s wealth. Being a homeowner means a person is twice as wealthy as a non homeowner 35-44 NH at 25-34 and four times wealthier when they are 65+. The data shows how, as people progress through life, they 35-44 NH also accumulate possessions and pay off debts, and their net assets steadily increase. The value of home contents and personal possessions peaks at £37,893 at age 55-64. Typically people have two 35-44 H cars per household between the ages of 35 and 64, boosting the value of their car assets, to a peak of £9,850 at age 35-44 H 35-44. Both savings and house assets peak when we are 65+. Debt is greatest at age 25-34. 45-54 NH 45-54 NH 25-34 35-44 45-54 55-64 65+ % non homeowners 49% 32% 27% 24% 18% % homeowners 51% 68% 73% 76% 82% 45-54 H Household net monthly income £2,287 £2,091 £1,995 £1,654 £1,679 45-54 H Household net annual income £27,444 £25,092 £23,940 £19,848 £20,148 Savings and investments £493 £1,004 £1,787 £6,665 £18,556 55-64 NH 55-64 NH Home contents and personal possessions £29,001 £34,546 £37,079 £37,893 £34,321 Car(s) £3,225 £9,850 £7,700 £7,700 £4,875 Total Assets non-homeowners £60,163 £70,492 £70,506 £72,106 £77,900 55-64 H 55-64 H House value £187,865 £224,043 £236,355 £236,181 £240,347 Total Assets homeowners £248,027 £294,535 £306,861 £308,287 £318,247 Unsecured debt £13,397 £6,985 £8,021 £2,732 £2,066 65+ NH 65+ NH Mortgage outstanding £122,899 £105,838 £80,286 £22,685 £7,864 Total debt non homeowners £13,397 £6,985 £8,021 £2,732 £2,066 Total debt homeowners £136,296 £112,823 £88,307 £25,417 £9,930 65+ H Net value non homeowners £46,766 £63,507 £62,485 £69,374 £75,834 65+ H Net value homeowners £111,731 £181,712 £218,554 £282,870 £308,317 See notes to editors for£0 sources £50,000 £100,000 £150,000 £200,000 £250,000 £300,000 £350,000 £0 £50,000 £100,000 £150,000 £200,000 £250,000 £300,000 £350,000 Aviva Times of our Lives Report 10
  • 11.
    Age Net Value ofHomeowners and Non-Homeowners Contents, Cars and Homes £350,000 Net Value Homeowners Bricks, mortar and motors our most important assets Net Value Non-Homeowners Homes and cars are central to £350,000 and this research shows how much Britons focus on protecting and enhancing them. wealth Net Value Homeowners Brits prize their cars and want to protect their homes. When it comes to making cutbacks, cars are the last thing that people Net Value Non-Homeowners £308,317 £300,000 would give up, followed by home insurance, with this particularly the case for everyone aged 35 and above. It is not surprising that home insurance is so highly valued as people hold the majority of their wealth in bricks and mortar rather than the bank, with the £308,317 £282,870 over 35s having an average£300,000 of more than £35,000 worth of possessions to safeguard. Insurance protects people’s greatest sources of wealth - their home, its contents and their personal possessions. £282,870 Socialising, holidays, Sky subscriptions, savings and even mobile phones would be dispensed with first for most people if they had £250,000 to give something up for financial reasons. However younger age groups will hang onto their mobile phones until the last and place less emphasis on home insurance. £250,000 £218,554 Cars, phones and home insurance are the last things people would give up £200,000 Least £218,554 likely to £181,712 give up 32% 19% £200,000 22% 16% 18% 19% £181,712 £150,000 Second least likely 15% 18% 17% to give up 10% 17% 18% £150,000 Age 18-24 25-34 35-44 45-54 55-64 65+ £111,731 £100,000 £111,731 £75,834 £100,000 £69,374 £63,507 £62,485 £50,000 £75,834 £46,766 £69,374 £63,507 £62,485 £50,000 £46,766 £0 25-34 35-44 45-54 55-64 65+ Aviva Times of our Lives Report 11 £0 25-34 35-44 45-54 55-64 65+
  • 12.
    What Brits aredriving: Superminis rule from youth to old age Screens rule: more valued than personal possessions (Aviva 2011 data) If any further proof were needed, this research shows that screens now rule our lives and our hearts. Laptops, computers and TVs – ‘screens’ – are Brits most important possessions by far (67%), even Most owned car Second most owned car Third most owned car ahead of personal possessions such as jewellery and photographs (63%) and well ahead of our clothing Vauxhall Corsa Ford Fiesta Zetec (27%) and general furnishings (26%). This clearly reflects the central role of computers in people’s lives, Ford Ka (2004) including being a digital archive of personal mementoes such as photos and videos. SX1 16v (2004) (2004) 18-24 The youngest age group is the most materialistic, valuing their computers (77%), photos and jewellery (69%) Ford Focus Zetec Vauxhall Corsa SXI 16v and clothing (52%) more than any other age group. Ford Ka (2005) 16v (2005) (2005) 25-34 Top Possessions by Age: Ford Focus Zetec Vauxhall Corsa SXI 16v 80% Ford Ka (2006) 16v (2006) (2006) Overall Overall Contents Overall 35-44 Contents 70% Value* Contents Value* Value* £34,546 Ford Fiesta Zetec Vauxhall Corsa SXI 16v Overall £29,001 £34,321 Ford Ka (2006) Contents (2006) (2006) 60% Value* 45-54 £23,328 Overall Overall Contents Contents Ford Fiesta Zetec Value* Value* Honda Jazz SE (2006) Ford Ka (2006) 50% £37,893 (2006) £37,079 55-64 40% Ford Fiesta Zetec Ford Focus Ghia 16v Honda Jazz SE (2006) (2006) (2006) 65+ 30% Aviva’s data from 2011 reveals that Brits are most likely to be found behind the wheel 20% of a ‘Supermini’ Ford or Vauxhall car throughout their lives. The top three cars driven by each adult age group from 18 to 65+ are superminis and just six cars make up this list. Ford dominates, making up four of the top six cars, although from age 55 the 10% Honda Jazz becomes a top three choice and Vauxhall slips out of the rankings. 0% 18-24 25-34 35-44 45-54 55-64 65+ 1. Electrical screens: computer/laptops/tv 1 3. Car 3 2. Personal possessions such as jewellery, 2 4. Clothes/shoes 4 art, photos, ornaments and heirlooms 5. General furnishings 5 * Aviva 2011 data Aviva Times of our Lives Report 12
  • 13.
    Increasing home wealth Home wealth enhancement: For many people, plans to move home or improve their home are key concerns throughout all stages key improvements planned in next two years of life. Twenty-five per cent of all homeowners would like to move house in the next 12 months, with Paintbrushes at the ready… almost half of us will be redecorating in the next two years. this ranging from 31% of under 25s to 15% of over 65s. Many more plan to invest in their homes with redecoration, new kitchens and bathrooms and garden improvements. Moving issues 13% 48% But ambitions to move are thwarted by money issues, affecting around one in ten of those aged 25-54, 8% and one in two of those under 25 who say they would like to move but can’t afford it. 9% 13% Moving Plans for next 12 Months 11% 48% 19% 35% 30% 15% 15% 50% 15% 25% 14% 14% 20% 16% 36% 15% 14% 18% 43% 17% 10% 8% 8% 5% 17% 5% 0% 18-24 25-34 35-44 45-54 55-64 65+ 1. Would like to move house/are currently moving 1 2. Want to move but cannot afford to 2 Redecorate New kitchen Landscaping garden New bathroom 18-24 25-34 35-44 45-54 55-64 65+ Aviva Times of our Lives Report 13
  • 14.
    Conclusion The Aviva Times of our Lives Report offers an insight into how the current economic and social backdrop is impacting on the values and goals, concerns and finances of Britons today. It examines the effect these factors have on people’s optimism and contentment over the different stages of their lives and compares this with their picture of the ideal life. As people journey through adulthood, it will be interesting to see if what they value, including their goals and aspirations, changes in the current economic climate - certainly making ends meet comes out as a real concern for people today and as a result, many expectations may remain unfulfilled. But despite all of that, home is definitely where the heart is, with family and health still the greatest lifetime priorities - an encouraging sign that traditional values still hold strong whatever is going on around us. Aviva Times of our Lives Report 14
  • 15.
    Notes to Editors TheAviva Times of our Lives Report was produced by The Wriglesworth Consultancy. As part of this, 2024 UK adults were interviewed by ICM between 10th and 13th February 2012. The report also contains Aviva General Insurance data and additional statistics from the sources detailed below for the net worth calculations. What are we worth? The financial value of people’s assets and possessions at different ages of life is their total assets less their total liabilities. Desk research has combined Aviva quote data from 2011 with consumer research from the Aviva Real Retirement Report (RRR) Q4 2011, conducted among 1028 UK adults over the age of 55 in October/November 2011 by Opinion Matters and Aviva Family Report (FR) Q4 2011, conducted among 2056 UK adults in October 2011 by Opinion Matters, to ascertain the following assets and liabilities: Assets Source 1. Percentage of non/homeowners 1. Q4 2011 Aviva RRR/FR data 2. Net income 2. Median value: ICM research Feb 2012 3. Savings and investments 3. Median value: Q4 2011 Aviva RRR/FR data 4. Contents sum insured 4. Aviva 2011 data 5. Car values / cars owned 5. Glass’s Guide 2011 / Aviva 2011 data 6. House value 6. Mean value: Q4 2011 Aviva RRR/FR data Liabilities Source 1. Unsecured debt 1. Mean value: Q4 2011 Aviva RRR/FR data 2. Mortgage outstanding 2. Mean value: Q4 2011 Aviva RRR/FR data Further information For further information on the report or for comment, please contact - Rebecca Holmes at the Aviva Press Office on 01603 685177 or [email protected] - Louise Weaver / Hugh Murphy at Wriglesworth on 0207 427 1400 or [email protected]
  • 16.
    Aviva Insurance LimitedIncorporated in Scotland with Registered Number SC002116 Registered Office Pitheavlis, Perth, Scotland PH2 0NH Authorised and Regulated by the Financial Services Authority. 9CM86_34601 04/2012 © Aviva plc