Families enjoy rising incomes and a respite from inflation hikes

Article date: 16 July 2014

  • Income reaches record levels, while more families are spending on luxury items
  • Fear of inflation recedes and more families manage to save
  • But income gap between family types continues to widen
  • Rising interest rates are a growing threat to financial stability

British families are enjoying record incomes and falling expenditure, putting them on a firmer financial footing than at any time during the last three and a half years, Aviva’s latest Family Finances Report reveals today.

More families are starting to splash out on luxury items such as holidays, leisure goods and satellite television subscriptions, while growing numbers are putting away money for a rainy day. However, this rise in income and fall in expenditure disguises a growing wealth gap, while fears about rising inflation are being replaced with worries about interest rate increases.

Single income families are most exposed financially

Aviva’s report tracks the financial circumstances of different UK family types and shows that although more families are saving, many have fairly thin financial cushions. A third (31%) of all families have less than £500 in savings, but among single parents, and those who are divorced, widowed or separated, that figure rises to 64pc and 46pc respectively.

These types of family also have the smallest monthly incomes. Families who are divorced, separated or bereaved with children take home just £1,315 a month, compared with an average of £2,185 across all family types. Single parents - despite a 10% uplift in income since January 2011 - still bring in just £999 a month, less than half the average monthly take-home income.

How monthly incomes have changed for different families in the last three and a half years:


Jan 2011

July 2014

Actual change

% change

Couples with no plans to have children





Couples with plans to have children





Couples with one child





Couples with two or more children





Divorced/separated/widowed with one or more children





Single with one or more children





Housing north / south divide is evident in family homes

Aviva’s data shows that the average family home is worth £230,030, the largest figure ever recorded by the Family Finances Report series and a substantial increase of £7,213 or 3% since December 2013.

There are clear regional splits within this data however. Families in Yorkshire and the North East and West have seen their homes fall in value by up to 7% since December 2013. The average family house price in Yorkshire is now £197,004, down from over £201,000, while in the North West it is £170,719 down from more than £183,000. Meanwhile the average London family home has increased in value from £359,331 to £372,931, an increase of nearly 4%.

Household debts continue to fall

Household debt is now lower than it has been at any point since November 2011. This debt has frequently exceeded £10,000 over the last three years, and was as high as £12,834 in May 2013. It is now at less than half that maximum level, at £6,354, down £342 in the last six months alone.

While many families in the UK have reduced their overall debts, increasing numbers have taken out a bank overdraft. The percentage of families using a bank overdraft has increased from 20% to 27% over the last six months, although the average overdraft amount has decreased sharply in the same amount of time. Across all UK families, the average bank overdraft is now £318, down from £642 six months ago.

Rising interest rates cause concern

The last six months has also seen a reduction in the number of families who are worried about the rising cost of living. As inflation has fallen during this period, 5% fewer families cited this as a worry, although 2% more are worried about the spectre of rising interest rates instead. Families are also worried about the loss of income from their investments, and the possibility of serious illness for family members.

Louise Colley, protection director for Aviva, said: “Britain’s families seem to be recovering well from the financial crisis, saving more and even feeling confident enough to spend a little on luxuries. However, fears about the future, including rising interest rates, as well as increased use of bank overdrafts, indicate that for many people finances are still finely balanced.

“These latest figures show how quickly financial situations can change so we’d urge people to take steps to protect themselves against unexpected financial shocks. While some families do appear to be on a firmer footing, an unexpectedly lost income can have huge repercussions, so it’s important that people make sure they protect their loved ones’ futures.”

Download the Family Finances Report (0.76KB)
Watch the animation

- Ends -

If you are a journalist and would like further information, please contact:

Sarah Poulter : Aviva Press Office : 01904 452828 : 07800 691569 : sarah.poulter@aviva.co.uk

Notes to editors:

The Aviva Family Finances report is an in-depth study into the financial needs of the 84% of the UK population who live as part of a modern family. Based on customer profiles and Government data Aviva has recognised the six most common types of modern family as:

  • Living in a committed relationship with no plans to have children
  • Living in a committed relationship with plans to have children
  • Living in a committed relationship with one child
  • Living in a committed relationship with two or more children
  • Divorced/separated/widowed with one or more child
  • Single parent raising one or more child alone


Data was sourced from the Aviva Family Index which used findings from over 22,000 people who are members of one of the six groups of families identified above via Canadean research. This report is a definitive look at the personal finances of families in the UK. Not only does it look at personal wealth, income sources and expenditure patterns but also tracks how these change across the different types of family unit.

In addition to the regular data, in each edition a spotlight will be shone onto a different relevant topic. This issue has a focus on the lifestyles and working habits of UK families across different generations over the last 50 years.

About Aviva:

  • Aviva provides 31 million customers with insurance, savings and investment products.
  • We are one of the UK’s leading insurers and one of Europe’s leading providers of life and general insurance.
  • We combine strong life insurance, general insurance and asset management businesses under one powerful brand.
  • We are committed to serving our customers well in order to build a stronger, sustainable business, which makes a positive contribution to society, and for which our people are proud to work.
  • The Aviva media centre at www.aviva.com/media/ includes images, company and product information and a news release archive
  • For an interactive introduction to what we do and how we do it, please click here http://www.aviva.com/library/reports/this-is-aviva/
  • For broadcast-standard video, please visit http://www.aviva.com/media/video/
  • Follow us on twitter: www.twitter.com/avivaplc/

Back to top