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store precious memories at their original quality for up to 100 years

66 per cent 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%

- Ends –

About SanDisk
SanDisk Corporation (NASDAQ: SNDK) is a global leader in flash memory storage solutions, from research and development, product design and manufacturing to branding and distribution for OEM and retail channels. Since 1988, SanDisk's innovations in flash memory and storage system technologies have provided customers with new and transformational digital experiences. SanDisk's diverse product portfolio includes flash memory cards and embedded solutions used in smart phones, tablets, digital cameras, camcorders, digital media players and other consumer electronic devices, as well as USB flash drives and solid-state drives (SSD) for the computing market. SanDisk's products are used by consumers and enterprise customers around the world.

SanDisk is a Silicon Valley-based S&P 500 and Fortune 500 company, with more than half its sales outside the United States. For more information, visit

For additional information on SanDisk Memory Vault and/or research information please contact:

Claire Lawson
Text 100
Tel: 0208 846 0859

Chloe Kennedy
Text 100
Tel: 0208 846 0732

This press release was distributed by ResponseSource Press Release Wire on behalf of Text 100 London in the following categories: Men's Interest, Entertainment & Arts, Leisure & Hobbies, Women's Interest & Beauty, Consumer Technology, for more information visit