Two thirds of Brits refuse to give up precious memories – even for £1m
66 per cent [1] of Brits would refuse to destroy their family albums even for £1m, according to a study released today. However, of those who prove sentimentality does have a price, 30 per cent would destroy these albums for £250,000 or less.
The study conducted by memory experts SanDisk, also reveals that 50 to 54 year old Brits are quickest to take the cash for family photos with 40 per cent saying they would disregard albums for £1million. In fact, the European-wide research shows that the UK is the top of the list with picking cash over family photos.
The SanDisk Study, which marks the launch of its new Memory Vault product, a digital memory vault which can store precious memories at their original quality for up to 100 years, also revealed that more than twice as many men (46%) are likely to destroy the albums than women (22%).
Male memories unveil softer side
However, the study also discovered British men’s softer sides, with more men (14%) than women (13%) saying they would want to cherish the day they met their spouse for over 100 years. And it’s not only current squeezes that have a place in male minds; a quarter also revealed their most vivid memory is their first heart break, compared to just 17 per cent of women.
Mark Pini, UK Marketing Manager, SanDisk said: “The results of the study give great insight into the value of memories and how we all cherish these memories differently. In this digital age we are taking more photos than ever and the SanDisk Memory Vault allows parents to preserve photos of their daughter’s first steps alongside videos from the wedding day, and then pass those images down for generations to come.”
Other key findings:
- A third (33%) of Brits say their first day at school is their earliest memory
- 69% of people remember the name of their first crush. This is the lowest across France (84%), Spain (90%), Germany (89%) and Italy (89%)
- 40% state the day that their child was born is their best memory
- 15% of women wished they could forget the first time they had sex, compared to just 6% of men
Top memories Brits would choose to keep for 100 years
|
Men |
Women |
| The day my child/children was born |
27% |
33% |
| My wedding day |
18% |
18% |
| The day I met my spouse |
15% |
14% |
| My 18th/21st/30th birthday |
5% |
4% |
| The day I passed my driving test |
4% |
3% |
| My first day at school |
4% |
2% |
| Man landing on the moon |
3% |
2% |
| The day we won the football/rugby World Cup |
3% |
1% |
| The day I finished school/college/university |
3% |
4% |
| The day I bought/moved into my house |
2% |
4% |
Top memories Brits would rather forget
| |
Men |
Women |
| My first break-up |
25% |
17% |
| A school bully |
15% |
23% |
| A bad interview |
14% |
8% |
| My worst date |
9% |
7% |
| My team losing a big match |
9% |
1% |
| The first time I had sex |
6% |
15% |
[1] Source: Research conducted by Redshift Research in September 2011. Sample size of 1,000 adults in each of the following countries: the UK, France, Spain, Germany and Italy
