UK: Simplicity is key to making family life special
20 February, 2012
UK households may be brimming with gizmos and gadgets, but
it's bedtime stories and Sunday dinners that make family
According to a new study of more than 2,000 families
carried out by life insurer Aviva, 'old school' traditions
are still at the heart of family life, with board games
(54%) and sing-a-longs in the car (61%), playing an active
part for the majority of UK families.
The insurer found that the typical UK family:
sits down to a family meal every weekend…
… but only 16% of children willingly help with the
mums and dads who drive take their children to an average
of 11 play-dates, clubs and parties a month
those with young children spend an average of 100 minutes
a week (equating to 87 hours a year) reading bedtime
The survey was carried out to support a new initiative to
raise awareness of family protection with consumers. The
research delves into what makes life special for the 84% of
UK people who live as part of a family, and suggests that
while we live in a technological age, it's usually the
simple things that make these moments magical.
That said, there's evidence that children aren't only
interested in the simple things. Parents spend an average
of £82 on each child's birthday present and one in 20
families spend £250 or more!
But showing that some things never change, the study also
75% of parents will let their children win when playing
51% of families still play i-spy
And 'maths' is far and away the most difficult subject
when kids need help with their homework
Louise Colley, head of protection sales and marketing for
Aviva and a mum to four-year-old twins says: "The fast pace
of modern life means that sometimes we take everyday things
for granted, but it's really heart-warming to see that so
many families still get a kick out of such basic things as
going for a walk or watching a film together.
"At Aviva we're committed to helping people take control of
their finances so they can provide financial stability for
their loved ones. We want to encourage people to think
about how they can protect their families' futures so they
can keep the special things special - whatever the future
Customers can find out more about life insurance from Aviva
by visiting www.aviva.co.uk or by
contacting a financial adviser.
Aviva's advertisement to raise awareness of the importance
of family protection, featuring Paul Whitehouse can be seen
on UK television screens from today.
If you are a journalist and would like further information
or a case study, please contact the Aviva Press Office:
Sarah Poulter : 01904 452828 : 07800 691569 : firstname.lastname@example.org
Notes to editors:
Aviva research conducted by YouGov research with 2,069
adults, 20-23 January 2012.
Aviva is the world's sixth largest* insurance group.
We provide 44.5 million customers with insurance, savings
and investment products with total worldwide sales in 2010
of £47.1 billion**.
We are the UK's largest insurer with over 14 million
customers. Our combination of life, health and general
insurance is unique in its scale and breadth in the UK
market. Customers can choose to buy our products
through intermediaries, our corporate partners or from
Aviva direct and we have become the partner of choice for
many of the UK's biggest organisations.
We are ranked as one of the UK's top ten most valuable
brands and Aviva Plc are in the top 10% of socially
responsible companies globally in the Dow Jones
Sustainability World Index. In 2010 we invested £4.3m
into our communities in the UK, which included 1,500 Aviva
volunteers giving 24,000 hours for good causes. In
addition, our employees gave £600,000 through fundraising
and donating. Read our corporate responsibility report at
Aviva is working in partnership with Railway Children
through the Aviva Street to School programme to get
children living or working on UK streets back into everyday