Clarity Final Report: Baby Boomer Hearing Loss Study Prepared by: September 15, 2004
ClarityFinal Report:
Baby Boomer Hearing Loss Study Prepared by:
September 15, 2004
Dan PrincePresident
om
David ButlerVice President
om
Jennifer ErvinOperations Manager
m
Prince Market Research200 31st Avenue NorthNashville, TN 37203
Toll Free: 800.788.7728 Phone: 615.292.4860Fax: 615.292.0262
www.PMResearch.com
Clarity & The Ear Foundation 2004 Hearing Loss Study Prince Market Research 3
Research Background & Purpose
Clarity, a Division of Plantronics, Inc. is the leading supplier of amplified telephones, notification systems, assistive listening devices and other communications devices for individuals with hearing impairments.
The Ear Foundation is a national not-for-profit organization
whose mission is to assist the public and the medical profession through education and research related to hearing loss.
Through Seigenthaler Public Relations, Clarity and the Ear Foundation contracted with Prince Market Research (PMR) to conduct a research study among baby boomers (ages 40-59) that would focus on issues surrounding hearing loss. PMR is a member of CASRO, the Council for American Survey Research Organizations.
Clarity & The Ear Foundation 2004 Hearing Loss Study Prince Market Research 4
Research Methodology
A total of n=437 interviews were completed with a random group of respondents across the country. Participants were screened to ensure that only those in the 40-59 age range were able to participate.
The research methodology included an online component and a telephone interview component. A total of n=337 interviews were completed online (via an online panel provided by Greenfield Online), and another n=100 interviews were completed via telephone, using a national random sample of households.
Clarity & The Ear Foundation 2004 Hearing Loss Study Prince Market Research 5
Research Methodology
The overall margin of error at n=437 is +/-4.8% at a 95% confidence level.
The online survey was conducted from August 16 through August 19, 2004. The telephone interviews were conducted August 14 through August 16, 2004.
The questionnaire in both cases included a total of 54 questions, including sub-questions (See Appendix for a copy of the questionnaire).
The telephone interviews took on average 8-10 minutes to complete.
Clarity & The Ear Foundation 2004 Hearing Loss Study Prince Market Research 6
Key Findings
Clarity & The Ear Foundation 2004 Hearing Loss Study Prince Market Research 7
Key Finding: One-half of Baby Boomers said they have difficulty hearing at least some of the time.
Almost one-half (49%) of the respondents to this survey said that they have experienced some difficulty in hearing.
About one in three (34%) said that they have gotten their hearing tested.
About one in six (15%) have been medically diagnosed as having a hearing loss.
One-half (52%)of these individuals received this diagnosis sometime in the last 10 years.
Males were somewhat more likely to report a diagnosed hearing loss than were females in the study.
Clarity & The Ear Foundation 2004 Hearing Loss Study Prince Market Research 8
Key Finding: Exposure to loud noises is the single largest cause of hearing problems among Baby Boomers.
Over one-half (51%) of the people in this survey who reported difficulty in hearing said that they felt this was caused by exposure to loud noises, either on the job, from their recreational activities/hobbies, or from both sources.
Over one-third (37%) thought their hearing loss was caused by age.
Only about one in five (18%) said that their loss was caused by a medical condition.
Note: Respondents could provide more than one answer.
Clarity & The Ear Foundation 2004 Hearing Loss Study Prince Market Research 9
Key Finding: Baby Boomers with a hearing loss feel the impact primarily at home and in social situations.
Almost half (46%) of the people in this survey who reported having at least some hearing loss say that they have been most affected by the loss at home.
Almost an equal number (44%) said that their loss creates problems for them in social situations.
Survey participants with a hearing loss also reported impacts on them at work and in public situations (33% each).
Some respondents said that their hearing loss causes them to feel misunderstood and/or to feel isolated.
Note: Respondents could provide more than one answer.
Clarity & The Ear Foundation 2004 Hearing Loss Study Prince Market Research 10
Key Finding: Baby Boomers are most aware of hearing aids and amplified telephones as products to help the hearing impaired.
Nearly every person (97%) in this study told us that they were aware of hearing aids (unaided + aided awareness).
About eight in ten (78%) said that they were also aware of amplified telephones as a product that could help individuals with a hearing loss.
Two-thirds (67%) of survey respondents said they were also aware of telephones that light up instead of ringing.
Only 38% said they were aware of assistive living devices as a product to help people with hearing loss.
Note: Respondents could provide more than one answer.
Clarity & The Ear Foundation 2004 Hearing Loss Study Prince Market Research 11
Key Finding: Many Baby Boomers report knowing other Baby Boomers who have experienced hearing loss.
Almost one half (43%) of the Baby Boomers who participated in this survey said that they knew at least one other Baby Boomer who has experienced some type of hearing loss.
Most frequently, this was a friend or co-worker (mentioned by 21%).
Another 17% said their spouse has experienced hearing loss.
About one in ten (12%) said that some other family member (other than their spouse) who is a Baby Boomer has a hearing loss.
Clarity & The Ear Foundation 2004 Hearing Loss Study Prince Market Research 12
Key Finding: About four out of ten Baby Boomers report that one or both of their parents have a hearing loss.
Almost one quarter (24%) said that their father suffers from a hearing loss.
A smaller percentage (10%) said that their mother has a hearing loss.
A few (4%) said that BOTH of their parents have some degree of hearing loss.
Clarity & The Ear Foundation 2004 Hearing Loss Study Prince Market Research 13
Key Finding: Baby Boomers report that about one-half of the parents with a hearing loss have been fitted for hearing aids.
Only three out of four (73%) parents whose adult children say they have a hearing loss have had their hearing tested.
While one-half (52%) of those parents have been fitted for hearing aids, only 46% are apparently wearing hearing aids.
According to their Baby Boomer children, about one in five (21%) parents use an amplified telephone.
Most Baby Boomers (81%) report that the parent(s) with a hearing loss have not changed their habits or routines in any way.
Clarity & The Ear Foundation 2004 Hearing Loss Study Prince Market Research 14
Key Finding: Baby Boomers seem willing to spend money to buy products to cope with hearing loss.
Nine out of ten (90%) of the people who participated in this survey said that they would be willing to buy a solution to help themselves or a loved one hear better on the telephone.
Most of those who said they were willing to buy a product (62%) said that they would spend up to $100 for this type of product.
Another 23% said that they would spend more, if necessary, for this type of solution.
Detailed FindingsDetailed Findings
Note: Not all percentages will equal 100% Note: Not all percentages will equal 100%
due to rounding of individual answers.due to rounding of individual answers.
Clarity & The Ear Foundation 2004 Hearing Loss Study Prince Market Research 16
Have Difficulty Hearing
Q: Do you ever experience difficulty hearing?
Almost one-half (49%) of all respondents to this survey said that they experience difficulty hearing, at least some of the time.
One in nine (11%) said they often have difficulty hearing.
Another 38% said they sometimes have difficulty hearing.
About half (51%) said they do not have any difficulty hearing.
51%
38%
11%
0% 25% 50% 75% 100%
No
Yes -Sometimes
Yes - Often
Clarity & The Ear Foundation 2004 Hearing Loss Study Prince Market Research 17
Have Difficulty Hearing: Segment Results
9%
17%
13%
9%
14%
15%
10%
7%
11%
43%
20%
42%
35%
35%
37%
40%
38%
38%
48%
63%
45%
56%
51%
48%
50%
55%
51%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Online (n=337)
Phone (n=100)
Male (n=185)
Female (n=252)
55-59 (n=74)
51-54 (n=106)
46-50 (n=114)
40-45 (n=143)
Overall (n=437)
Yes-often Yes-sometimes No
Clarity & The Ear Foundation 2004 Hearing Loss Study Prince Market Research 18
Difficulty Hearing on the Phone
Q: Do you have difficulty hearing and understanding telephone conversations?
More than one-third (35%) said they have difficulty hearing and understanding telephone conversations often (7%) or sometimes (28%).
About two-thirds (65%) said they do not have any difficulty hearing or understanding telephone conversations.
65%
28%
7%
0% 25% 50% 75% 100%
No
Yes -Sometimes
Yes - Often
Clarity & The Ear Foundation 2004 Hearing Loss Study Prince Market Research 19
Difficulty Hearing on the Phone: Segment Results
5%
11%
6%
7%
9%
8%
4%
6%
7%
34%
10%
33%
25%
28%
30%
27%
28%
28%
61%
79%
61%
68%
62%
61%
68%
66%
65%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Online (n=337)
Phone (n=100)
Male (n=185)
Female (n=252)
55-59 (n=74)
51-54 (n=106)
46-50 (n=114)
40-45 (n=143)
Overall (n=437)
Yes-often Yes-sometimes No
Clarity & The Ear Foundation 2004 Hearing Loss Study Prince Market Research 20
Testing/Resources
Q: Have you done any of the following things?
Among the full sample, one-third (34%) of all respondents have gotten their hearing tested.
Among respondents who reported a severe hearing loss, the percentage increases to 75%.
Those with a severe hearing loss are most likely to use an amplified telephone (25% said they do this).
71%
1%
1%
0%
0%
28%
13%
25%
25%
38%
38%
75%
37%
31%
8%
6%
8%
57%
62%
11%
3%
1%
1%
34%
63%
8%
3%
2%
2%
34%
0% 50% 100%
None of these
Changed your habits/routines in any way
Use an amplifiedtelephone
Wear some type ofhearing aid
Been fitted for hearingaids
Gotten hearing tested
Overall
Mild
Moderate
Severe
None
Clarity & The Ear Foundation 2004 Hearing Loss Study Prince Market Research 21
Testing/Resources: Segment Results
68%
45%
58%
67%
62%
59%
57%
71%
63%
1%
4%
3%
1%
7%
2%
1%
0%
2%
1%
4%
3%
1%
5%
2%
1%
0%
2%
3%
3%
3%
3%
4%
3%
4%
2%
3%
9%
5%
10%
8%
4%
14%
11%
4%
8%
28%
53%
38%
31%
38%
36%
39%
27%
34%
0% 10% 20% 30% 40% 50% 60% 70% 80%
Online (n=337)
Phone (n=100)
Male (n=185)
Female (n=252)
55-59 (n=74)
51-54 (n=106)
46-50 (n=114)
40-45 (n=143)
Overall (n=437)
Got hearing tested
Changed habits/routines
Use amplified telephone
Wear hearing aid
Fitted for hearing aids
None of these
Clarity & The Ear Foundation 2004 Hearing Loss Study Prince Market Research 22
Diagnosed with Hearing Loss
Q: Have you ever been diagnosed with a hearing loss by a medical professional?
Fifteen percent (15%) of all respondents said they have been diagnosed with a hearing loss by a medical professional.
85%
15%
0% 25% 50% 75% 100%
No
Yes
Clarity & The Ear Foundation 2004 Hearing Loss Study Prince Market Research 23
Diagnosed with Hearing Loss: Segment Results
15%
15%
25%
8%
19%
16%
18%
10%
15%
85%
85%
75%
92%
81%
84%
82%
90%
85%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Online (n=337)
Phone (n=100)
Male (n=185)
Female (n=252)
55-59 (n=74)
51-54 (n=106)
46-50 (n=114)
40-45 (n=143)
Overall (n=437)
Yes No
Clarity & The Ear Foundation 2004 Hearing Loss Study Prince Market Research 24
Time of Diagnosis
Q: If yes, how long ago? More than one-half (51%) of those who have been diagnosed with a hearing loss received this diagnosis sometime in the last 10 years.
Almost one-half (48%) of those that have been diagnosed with a hearing loss were diagnosed over 10 years ago.
Just 5% have been diagnosed within the last year.
Those respondents that were diagnosed with a hearing loss, on average, were diagnosed about 15 years ago.
49%
19%
27%
5%
0% 25% 50% 75% 100%
>10 yearsago
6-10years ago
1-5 yearsago
<1 yearago
Clarity & The Ear Foundation 2004 Hearing Loss Study Prince Market Research 25
Time of Diagnosis: Segment Results
4%
7%
4%
6%
6%
6%
7%
5%
23%
40%
24%
33%
21%
24%
44%
14%
27%
19%
20%
22%
11%
21%
24%
11%
21%
19%
54%
33%
49%
50%
57%
47%
39%
57%
49%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Online (n=48)
Phone (n=15)
Male (n=45)
Female (n=18)
55-59 (n=14)
51-54 (n=17)
46-50 (n=18)
40-45 (n=14)
Overall (n=63)
<1 year ago 1-5 years ago 6-10 years ago More than 10 years ago
Clarity & The Ear Foundation 2004 Hearing Loss Study Prince Market Research 26
Degree of Hearing Loss
Q: Do you consider yourself someone who experiences…
While 34% indicated earlier they have gotten their hearing tested, 50% of all respondents said they experience some degree of hearing loss.
Among those who reported any hearing loss, 74% said that they had a mild hearing loss, 22% said that they had a moderate loss, and 4% said that they had a severe loss.
50%
2%
11%
37%
0% 25% 50% 75% 100%
No hearingloss
Severehearing
loss
Moderatehearing
loss
Mildhearing
loss
Clarity & The Ear Foundation 2004 Hearing Loss Study Prince Market Research 27
Degree of Hearing Loss: Segment Results
40%
25%
41%
34%
32%
38%
43%
33%
37%
12%
9%
12%
10%
12%
13%
10%
10%
11%
1%
4%
3%
1%
4%
3%
2%
2%
47%
62%
44%
55%
51%
46%
46%
57%
50%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Online (n=337)
Phone (n=100)
Male (n=185)
Female (n=252)
55-59 (n=74)
51-54 (n=106)
46-50 (n=114)
40-45 (n=143)
Overall (n=437)
A mild hearing loss A moderate hearing loss A severe hearing loss No hearing loss
Clarity & The Ear Foundation 2004 Hearing Loss Study Prince Market Research 28
Impact of Hearing Loss
Q: (IFANY HEARING LOSS) Has your hearing loss impacted you in any of the following areas?
Those with some type of hearing loss indicated that the areas that have been most impacted by their hearing loss have been at home (46%) and in social situations (44%).
One-fourth (24%) said it has made them feel misunderstood, and 9% said they have felt isolated because of their hearing loss.
Note: Respondents could provide more than one answer.
29%
9%
24%
33%
33%
44%
46%
0% 25% 50% 75% 100%
No impact
Caused you tofeel isolated
Made you feelmisunderstood
At work
In publicsituations
In socialsituations
At home
Clarity & The Ear Foundation 2004 Hearing Loss Study Prince Market Research 29
Impact of Hearing Loss: Segment Results
0%
14%
37%
29%
25%
22%
4%
9%
75%
47%
14%
24%
50%
43%
29%
33%
75%
55%
24%
33%
88%
71%
33%
44%
63%
67%
39%
46%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Severe hearing loss (n=8)
Moderate hearing loss(n=49)
Mild hearing loss (n=160)
Overall (n=217)
At home
In social situation
In public situations
At work
Felt misunderstood
Felt isolated
No impact
Clarity & The Ear Foundation 2004 Hearing Loss Study Prince Market Research 30
Impact of Hearing Loss: Segment Results
29%
32%
30%
29%
33%
16%
27%
42%
29%
9%
8%
9%
9%
14%
7%
10%
6%
9%
24%
21%
19%
27%
28%
32%
18%
19%
24%
35%
24%
37%
29%
28%
35%
48%
18%
33%
36%
18%
35%
32%
31%
40%
39%
23%
33%
45%
37%
41%
46%
39%
63%
35%
37%
44%
49%
34%
44%
48%
44%
56%
42%
42%
46%
0% 10% 20% 30% 40% 50% 60% 70%
Online (n=179)
Phone (n=38)
Male (n=104)
Female (n=113)
55-59 (n=36)
51-54 (n=57)
46-50 (n=62)
40-45 (n=62)
Overall (n=217)
At home
In social situation
In public situations
At work
Felt misunderstood
Felt isolated
No impact
Clarity & The Ear Foundation 2004 Hearing Loss Study Prince Market Research 31
Cause(s) of Hearing Loss
Q: (IF ANY HEARING LOSS) Which of the following, if any, do you think have contributed to your hearing loss?
Noise (51%) is seen as the primary contributing factor to the hearing loss of Baby Boomers.
One-third (32%) cited prolonged exposure to loud noises at work, while 27% named prolonged exposure to loud noises in their recreational activities and hobbies.
Note: Respondents could provide more than one answer.
18%
18%
27%
32%
37%
51%
0% 25% 50% 75% 100%
Other
Medical condition
Loud noises inactivities/hobbies
Loud noises atjob
Age
Noise (anysource)
Clarity & The Ear Foundation 2004 Hearing Loss Study Prince Market Research 32
Cause(s) of Hearing Loss: Segment Results
22%
3%
15%
21%
14%
28%
15%
16%
18%
16%
26%
12%
24%
19%
35%
10%
10%
18%
28%
21%
30%
25%
17%
23%
34%
31%
27%
30%
42%
49%
17%
39%
19%
35%
37%
32%
36%
42%
35%
39%
42%
37%
40%
31%
37%
0% 10% 20% 30% 40% 50% 60%
Online (n=179)
Phone (n=38)
Male (n=104)
Female (n=113)
55-59 (n=36)
51-54 (n=57)
46-50 (n=62)
40-45 (n=62)
Overall (n=217)
Aging
Prolonged exposure at work
Prolonged exposure at home
Medical condition
Other
Clarity & The Ear Foundation 2004 Hearing Loss Study Prince Market Research 33
Hearing Loss Among Friends/Relatives
Q: Do you have any friends or family members in their 40s or 50s who have experienced a hearing loss of any type?
One-fifth (21%) said they know a friend or co-worker that has a hearing loss.
About one in six respondents (17%) said their spouse has some type of hearing loss.
Twelve percent (12%) said they have another family member that has a hearing loss.
57%
21%
12%
17%
0% 25% 50% 75% 100%
No - none of these
Yes - Friend/co-worker
Yes - Other familymember 40-59
Yes - Spouse
Clarity & The Ear Foundation 2004 Hearing Loss Study Prince Market Research 34
Hearing Loss Among Friends/Relatives: Seg. Results
26%
6%
32%
13%
23%
25%
28%
13%
21%
12%
12%
11%
13%
8%
12%
12%
14%
12%
17%
16%
5%
26%
18%
18%
14%
18%
17%
0% 5% 10% 15% 20% 25% 30% 35%
Online (n=145)
Phone (n=32)
Male (n=64)
Female (n=113)
55-59 (n=28)
51-54 (n=45)
46-50 (n=52)
40-45 (n=52)
Overall (n=177)
Spouse
Other family member
Friend/co-worker
Clarity & The Ear Foundation 2004 Hearing Loss Study Prince Market Research 35
Difficulty Hearing on the Phone (Friends/Family)
Q: IF YES: Does this person have difficulty hearing and understanding telephone conversations?
When talking the Baby Boomer they know who has a hearing loss, 49% said this person does have trouble hearing and understanding telephone conversations.
Another 26% did not know if this person had difficulty hearing on the phone.
26%
25%
49%
0% 25% 50% 75% 100%
Don'tknow
No
Yes
Clarity & The Ear Foundation 2004 Hearing Loss Study Prince Market Research 36
Hearing on Phone (Friends/Family): Segment Results
48%
56%
44%
52%
46%
53%
52%
44%
49%
22%
38%
17%
29%
29%
27%
15%
31%
25%
30%
6%
39%
19%
25%
20%
33%
25%
26%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Online (n=145)
Phone (n=32)
Male (n=64)
Female (n=113)
55-59 (n=28)
51-54 (n=45)
46-50 (n=52)
40-45 (n=52)
Overall (n=177)
Yes No Don't know
Clarity & The Ear Foundation 2004 Hearing Loss Study Prince Market Research 37
Testing/Resources (Friends/Family)
Q: To the best of your knowledge, has this person done any of the following things?
Among those respondents who did have a spouse, other family member or friend with a hearing loss, about one-half (48%) said this person did get their hearing tested.
Fewer than one-fourth said this person had been fitted for hearing aids (21%), and just 18% said this person wears some type of hearing aid.
18%
21%
48%
60%
76%
75%
71%
32%
31%
16%
20%
8%
8%
7%
7%
0% 50% 100%
Changed their habits/routines in any way
Use an amplifiedtelephone
Wear some type ofhearing aid
Been fitted for hearingaids
Gotten hearing tested
Yes No Don't know
Clarity & The Ear Foundation 2004 Hearing Loss Study Prince Market Research 38
Testing/Resources (Friends/Family): Segment Results
22%
19%
34%
14%
25%
27%
13%
23%
21%
18%
19%
27%
13%
18%
22%
13%
19%
18%
9%
6%
8%
9%
11%
11%
6%
8%
8%
9%
6%
9%
8%
11%
7%
10%
8%
8%
47%
53%
56%
43%
43%
51%
48%
48%
48%
0% 10% 20% 30% 40% 50% 60%
Online (n=337)
Phone (n=100)
Male (n=185)
Female (n=252)
55-59 (n=74)
51-54 (n=106)
46-50 (n=114)
40-45 (n=143)
Overall (n=437)
Got hearing tested
Changed habits/routines
Use amplified telephone
Wear hearing aid
Fitted for hearing aids
Clarity & The Ear Foundation 2004 Hearing Loss Study Prince Market Research 39
Parents With Hearing Loss
Q: Have either one of your parents ever suffered from hearing loss?
Almost one-fourth (24%) said their father suffered from a hearing loss, compared to just 10% that said their mother had a hearing loss.
About half (51%) said neither of their parents had a hearing loss, while 4% said both did.
11%
51%
4%
10%
24%
0% 25% 50% 75% 100%
Don'tknow
Neither
Both
Mother
Father
Clarity & The Ear Foundation 2004 Hearing Loss Study Prince Market Research 40
Parents With Hearing Loss: Segment Results
25%
21%
25%
23%
20%
29%
22%
23%
24%
10%
9%
8%
12%
8%
7%
13%
10%
10%
4%
4%
4%
4%
5%
5%
5%
2%
4%
48%
61%
50%
52%
47%
47%
50%
57%
51%
13%
5%
14%
9%
19%
12%
10%
8%
11%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Online (n=337)
Phone (n=100)
Male (n=185)
Female (n=252)
55-59 (n=74)
51-54 (n=106)
46-50 (n=114)
40-45 (n=143)
Overall (n=437)
Father Mother Both Neither Don't know
Clarity & The Ear Foundation 2004 Hearing Loss Study Prince Market Research 41
Testing/Resources (Parents)
Q: To the best of your knowledge, have your parents done any of the following things?
Among those respondents who have/had a parent with a hearing loss, almost three-fourths (73%) said that parent did get their hearing tested.
Over one-half (52%) said this parent had been fitted for hearing aids, while 46% said that this parent wears some type of hearing aid.
16%
21%
46%
52%
73%
81%
74%
52%
45%
18%
3%
5%
1%
3%
9%
0% 50% 100%
Changing their habits/routines in any way
Use an amplifiedtelephone
Wear some type ofhearing aid
Been fitted for hearingaids
Gotten hearing tested
Yes No Don't know
Clarity & The Ear Foundation 2004 Hearing Loss Study Prince Market Research 42
Testing/Resources (Parents): Segment Results
51%
55%
61%
46%
71%
72%
39%
37%
52%
44%
55%
52%
43%
67%
60%
41%
29%
46%
22%
15%
29%
15%
25%
33%
22%
8%
21%
18%
6%
15%
16%
13%
26%
20%
6%
16%
73%
73%
80%
67%
75%
84%
72%
63%
73%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
Online (n=131)
Phone (n=33)
Male (n=66)
Female (n=98)
55-59 (n=24)
51-54 (n=43)
46-50 (n=46)
40-45 (n=51)
Overall (n=164)
Got hearing tested
Changed habits/routines
Use amplified telephone
Wear hearing aid
Fitted for hearing aids
Clarity & The Ear Foundation 2004 Hearing Loss Study Prince Market Research 43
Helping Parents With Hearing Issues
Q: Have you ever helped your parent(s) in dealing with any of these things?
Generally speaking, respondents have not helped their parent(s) very much in dealing with these hearing issues.
Just 16% said they helped a parent get their hearing tested.
9% said they helped with use/purchase of an amplified telephone.
7%
9%
5%
9%
16%
0% 50% 100%
Changing their habits/routines in any way
Use an amplifiedtelephone
Wear some type ofhearing aid
Been fitted for hearingaids
Gotten hearing tested
Yes
Clarity & The Ear Foundation 2004 Hearing Loss Study Prince Market Research 44
Helping Parents With Hearing Issues: Segment Results
9%
6%
11%
7%
13%
19%
2%
4%
9%
6%
0%
5%
5%
8%
12%
0%
2%
5%
10%
6%
14%
6%
8%
12%
11%
6%
9%
8%
3%
6%
7%
4%
12%
4%
6%
7%
15%
18%
17%
15%
21%
19%
11%
16%
16%
0% 5% 10% 15% 20% 25%
Online (n=131)
Phone (n=33)
Male (n=66)
Female (n=98)
55-59 (n=24)
51-54 (n=43)
46-50 (n=46)
40-45 (n=51)
Overall (n=164)
Got hearing tested
Changed habits/routines
Use amplified telephone
Wear hearing aid
Fitted for hearing aids
Clarity & The Ear Foundation 2004 Hearing Loss Study Prince Market Research 45
Awareness of Products (UNAIDED)
Q: What kinds of products can you think of that would potentially be of help to someone experiencing a hearing loss (UNAIDED)?
Hearing aids (66%) were the most mentioned product.
About one in six (16%) mentioned amplified telephones.
Just 3% mentioned phones that light up, while none (0%) named “assistive listening devices.”
The most popular “other” responses included closed captioned TV and headphones.
21%
0%
3%
16%
66%
0% 50% 100%
Other
Assistive ListeningDevices
Telephones that light upinstead of ring
Amplified Telephones
Hearing Aids
Yes
Clarity & The Ear Foundation 2004 Hearing Loss Study Prince Market Research 46
Awareness of Products (UNAIDED): Segment Results
20%
27%
17%
28%
22%
20%
21%
22%
21%
3%
3%
3%
3%
2%
4%
4%
1%
3%
13%
24%
19%
11%
17%
19%
10%
14%
16%
62%
79%
66%
65%
64%
68%
63%
69%
66%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
Online (n=337)
Phone (n=100)
Male (n=185)
Female (n=252)
55-59 (n=74)
51-54 (n=106)
46-50 (n=114)
40-45 (n=143)
Overall (n=437)
Hearing aids
Amplified Telephones
Telephones that light up
Other
Clarity & The Ear Foundation 2004 Hearing Loss Study Prince Market Research 47
Awareness of Products (AIDED+UNAIDED)
Q: Have you ever heard of… (AIDED + UNAIDED)?
Nearly all respondents (97%) had heard of hearing aids.
Most had heard of amplified telephones (78%) and telephones that light up instead of ring (67%).
Fewer than one-half (38%) said they had heard of assistive listening devices.
38%
67%
78%
97%
0% 50% 100%
Assistive ListeningDevices
Telephones that light upinstead of ring
Amplified Telephones
Hearing Aids
Clarity & The Ear Foundation 2004 Hearing Loss Study Prince Market Research 48
Awareness (AIDED+UNAIDED): Segment Results
40%
30%
37%
38%
45%
43%
40%
29%
38%
67%
67%
67%
67%
62%
68%
71%
65%
67%
81%
71%
81%
77%
88%
79%
83%
69%
78%
98%
97%
98%
97%
97%
97%
98%
97%
97%
0% 20% 40% 60% 80% 100% 120%
Online (n=337)
Phone (n=100)
Male (n=185)
Female (n=252)
55-59 (n=74)
51-54 (n=106)
46-50 (n=114)
40-45 (n=143)
Overall (n=437)
Hearing aids
Amplified Telephones
Telephones that light up
Assistive listenting devices
Clarity & The Ear Foundation 2004 Hearing Loss Study Prince Market Research 49
Would Purchase a Solution
Q: If you knew there was a solution to help you or a loved one hear better while using a telephone, would you buy it?
Nine out of ten (90%) seem willing to spend money to help themselves or a loved one hear better on the telephone.
This includes one-third (33%) of all respondents who said they would buy a solution plus another 57% who said that they might buy a product, depending on the price.
One in ten (11%) said that they would not buy such a product.
11%
57%
33%
0% 25% 50% 75% 100%
No
Maybe,depending
on price
Yes
Clarity & The Ear Foundation 2004 Hearing Loss Study Prince Market Research 50
Would Purchase a Solution: Segment Results
24%
61%
25%
38%
39%
31%
32%
31%
33%
67%
22%
63%
52%
47%
62%
55%
58%
57%
9%
17%
12%
10%
14%
7%
13%
10%
11%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Online (n=337)
Phone (n=100)
Male (n=185)
Female (n=252)
55-59 (n=74)
51-54 (n=106)
46-50 (n=114)
40-45 (n=143)
Overall (n=437)
Yes Maybe, depending on price No
Clarity & The Ear Foundation 2004 Hearing Loss Study Prince Market Research 51
Amount Willing to Pay
Q: (IF YES) How much would you be willing to pay for such a solution?
Among those that indicated they would buy the “solution,” 62% said they would pay up to $100 for it.
Another 12% said they would pay between $101-200, and 11% would pay more than $200.
Based on an analysis of the actual answers received to this question, the average amount they would pay is $136.
15%
11%
4%
8%
36%
26%
0% 50% 100%
Depends/DK
Over $200
$151-200
$101-150
$51-100
$0-50
Clarity & The Ear Foundation 2004 Hearing Loss Study Prince Market Research 52
Amount Willing to Pay: Segment Results
26%
26%
17%
30%
28%
12%
25%
36%
26%
37%
36%
40%
34%
28%
55%
28%
36%
36%
7%
8%
6%
8%
7%
0%
11%
11%
8%
6%
2%
9%
2%
3%
6%
8%
0%
4%
7%
16%
11%
11%
14%
9%
14%
9%
11%
17%
11%
17%
14%
21%
18%
14%
9%
15%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Online (n=82)
Phone (n=61)
Male (n=47)
Female (n=96)
55-59 (n=29)
51-54 (n=33)
46-50 (n=36)
40-45 (n=45)
Overall (n=143)
$0-50 $51-100 $101-150 $151-200 More than $200 Depends/Don't know
Clarity & The Ear Foundation 2004 Hearing Loss Study Prince Market Research 53
Would Buy For...
Q: (IF YES) Would you be most likely to purchase this product for…
Two-thirds (68%) of those that would buy the solution would buy it for someone else.
One-third (32%) said that they
would buy a solution for themselves.
68%
32%
0% 25% 50% 75% 100%
Someoneelse
Yourself
Clarity & The Ear Foundation 2004 Hearing Loss Study Prince Market Research 54
Would Buy For... : Segment Results
26%
41%
31%
32%
38%
32%
32%
26%
32%
74%
59%
69%
68%
62%
68%
68%
74%
68%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Online (n=82)
Phone (n=61)
Male (n=47)
Female (n=96)
55-59 (n=29)
51-54 (n=33)
46-50 (n=36)
40-45 (n=45)
Overall (n=143)
Yourself Someone else
Demographics of the SampleDemographics of the Sample
Note: Not all percentages will equal 100% Note: Not all percentages will equal 100%
due to rounding of individual answers.due to rounding of individual answers.
Clarity & The Ear Foundation 2004 Hearing Loss Study Prince Market Research 56
Age
Q: First, let me ask you which of the following includes your age?
The sample is skewed a bit young, as 59% are ages 40-50, while 41% are ages 51-59.
17%
24%
26%
33%
0% 25% 50% 75% 100%
55-59
51-54
46-50
40-45
Clarity & The Ear Foundation 2004 Hearing Loss Study Prince Market Research 57
Age: Segment Results
31%
37%
26%
38%
100%
33%
28%
21%
26%
26%
100%
26%
25%
22%
24%
24%
100%
24%
16%
20%
23%
12%
100%
17%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Online (n=337)
Phone (n=100)
Male (n=185)
Female (n=252)
55-59 (n=74)
51-54 (n=106)
46-50 (n=114)
40-45 (n=143)
Overall (n=437)
40-45 46-50 51-54 55-59
Clarity & The Ear Foundation 2004 Hearing Loss Study Prince Market Research 58
Education
Q: Which of the following includes your highest level of education?
Just 28% of respondents had a formal education of High School or less.
Over one-third (38%) had at least a college degree.
Note: Just 1% of respondents refused to answer this question.
2%
6%
5%
27%
31%
27%
1%
0% 50% 100%
Other
Graduate degree
Some Graduate School
College degree
Some College
High School diploma
Less than High School
Clarity & The Ear Foundation 2004 Hearing Loss Study Prince Market Research 59
Education: Segment Results
2%
1%
1%
2%
1%
1%
25%
33%
19%
33%
23%
31%
25%
27%
27%
35%
18%
33%
31%
31%
30%
28%
36%
31%
25%
36%
33%
23%
31%
25%
28%
27%
27%
5%
3%
5%
4%
3%
6%
6%
4%
5%
6%
7%
8%
5%
11%
7%
8%
3%
6%
3%
2%
3%
1%
3%
4%
2%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Online (n=336)
Phone (n=96)
Male (n=183)
Female (n=249)
55-59 (n=74)
51-54 (n=105)
46-50 (n=110)
40-45 (n=143)
Overall (n=432)
<HS HS Some college College Some grad school Grad school Other
Clarity & The Ear Foundation 2004 Hearing Loss Study Prince Market Research 60
Household Income
Q: Which of the following includes your household’s total annual income?
Nearly two-thirds (61%) of respondents who revealed their household income said it was $25,000-74,999.
Another 14% had incomes under $25,000.
One-fourth (25%) had incomes of $75,000 or more.
Note: Only 6% of respondents refused to answer this question.
11%
14%
27%
34%
12%
2%
0% 50% 100%
$100,000 ormore
$75,000-99,999
$50,000-74,999
$25,000-49,999
$10,000-24,999
<$10,000
Clarity & The Ear Foundation 2004 Hearing Loss Study Prince Market Research 61
Household Income: Segment Results
2%
1%
2%
2%
1%
2%
3%
2%
2%
14%
5%
11%
13%
13%
13%
12%
11%
12%
37%
23%
30%
37%
28%
34%
33%
38%
34%
23%
44%
28%
26%
35%
26%
23%
27%
27%
15%
14%
14%
14%
13%
16%
16%
13%
14%
10%
13%
14%
8%
10%
9%
13%
10%
11%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Online (n=330)
Phone (n=79)
Male (n=174)
Female (n=235)
55-59 (n=69)
51-54 (n=102)
46-50 (n=106)
40-45 (n=132)
Overall (n=409)
<$10,000 $10,000-24,999 $25,000-49,999 $50,000-74,999 $75,000-99,999 $100,000+
Clarity & The Ear Foundation 2004 Hearing Loss Study Prince Market Research 62
Race/Ethnicity
Q: Which of the following best describes your ethnicity?
The respondents in this study were primarily White (87%).
Non-white representation included 5% Black/African-American, 3% Asian/Pacific Islander and 1% Hispanic/Latino.
2%
2%
1%
3%
5%
87%
0% 50% 100%
Refused
Other
Hispanic/Latino
Asian/PacificIslander
Black/African-American
White/Caucasian
Clarity & The Ear Foundation 2004 Hearing Loss Study Prince Market Research 63
Race/Ethnicity: Segment Results
90%
80%
85%
89%
99%
90%
87%
80%
87%
3%
10%
4%
5%
3%
4%
8%
5%
3%
3%
3%
3%
3%
2%
5%
3%
2%
3%
2%
1%
2%
1%
2%
2%
3%
2%
2%
3%
3%
2%
1%
5%
3%
1%
1%
1%
4%
1%
2%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Online (n=337)
Phone (n=100)
Male (n=185)
Female (n=252)
55-59 (n=74)
51-54 (n=106)
46-50 (n=114)
40-45 (n=143)
Overall (n=437)
White Black Hispanic Asian Other Refused
Clarity & The Ear Foundation 2004 Hearing Loss Study Prince Market Research 64
Gender
Q: Gender Over one-half (58%) of the sample was Female.
58%
42%
0% 50% 100%
Female
Male
Clarity & The Ear Foundation 2004 Hearing Loss Study Prince Market Research 65
Gender: Segment Results
46%
30%
100%
0%
58%
42%
43%
34%
42%
54%
70%
0%
100%
42%
58%
57%
66%
58%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Online (n=337)
Phone (n=100)
Male (n=185)
Female (n=252)
55-59 (n=74)
51-54 (n=106)
46-50 (n=114)
40-45 (n=143)
Overall (n=437)
Male Female