Baby Boomer Hearing Loss Survey
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Baby Boomer Hearing Loss Survey Presentation Transcript

  • 1. Clarity Final Report: Baby Boomer Hearing Loss Study Prepared by: September 15, 2004
  • 2. Dan Prince President [email_address] David Butler Vice President [email_address] Jennifer Ervin Operations Manager jervin@pmresearch.com Prince Market Research 200 31 st Avenue North Nashville, TN 37203 Toll Free: 800.788.7728 Phone: 615.292.4860 Fax: 615.292.0262 www.PMResearch.com
  • 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.
  • 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.
  • 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.
  • 6. Key Findings
  • 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.
  • 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.
  • 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.
  • 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.
  • 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.
  • 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.
  • 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.
  • 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.
  • 15. Detailed Findings Note: Not all percentages will equal 100% due to rounding of individual answers.
  • 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.
  • 17. Have Difficulty Hearing: Segment Results
  • 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.
  • 19. Difficulty Hearing on the Phone: Segment Results
  • 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).
  • 21. Testing/Resources: Segment Results
  • 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.
  • 23. Diagnosed with Hearing Loss: Segment Results
  • 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.
  • 25. Time of Diagnosis: Segment Results
  • 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.
  • 27. Degree of Hearing Loss: Segment Results
  • 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. Impact of Hearing Loss: Segment Results
  • 30. Impact of Hearing Loss: Segment Results
  • 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.
  • 32. Cause(s) of Hearing Loss: Segment Results
  • 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.
  • 34. Hearing Loss Among Friends/Relatives: Seg. Results
  • 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.
  • 36. Hearing on Phone (Friends/Family): Segment Results
  • 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.
  • 38. Testing/Resources (Friends/Family): Segment Results
  • 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.
  • 40. Parents With Hearing Loss: Segment Results
  • 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.
  • 42. Testing/Resources (Parents): Segment Results
  • 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.
  • 44. Helping Parents With Hearing Issues: Segment Results
  • 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.
  • 46. Awareness of Products (UNAIDED): Segment Results
  • 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.
  • 48. Awareness (AIDED+UNAIDED): Segment Results
  • 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.
  • 50. Would Purchase a Solution: Segment Results
  • 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.
  • 52. Amount Willing to Pay: Segment Results
  • 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.
  • 54. Would Buy For... : Segment Results
  • 55. Demographics of the Sample Note: Not all percentages will equal 100% due to rounding of individual answers.
  • 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.
  • 57. Age: Segment Results
  • 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.
  • 59. Education: Segment Results
  • 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.
  • 61. Household Income: Segment Results
  • 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.
  • 63. Race/Ethnicity: Segment Results
  • 64. Gender
    • Q: Gender
    • Over one-half (58%) of the sample was Female.
  • 65. Gender: Segment Results