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Clarity Final Report: Baby Boomer Hearing Loss Study  Prepared by:  September 15, 2004
Dan Prince President    [email_address] David Butler Vice President    [email_address] Jennifer Ervin Operations Manager  ...
Research Background & Purpose <ul><li>Clarity, a Division of Plantronics, Inc. is the leading supplier of amplified teleph...
Research Methodology <ul><li>A total of n=437 interviews were completed with a random group of respondents across the coun...
Research Methodology <ul><li>The overall margin of error at n=437 is +/-4.8% at a 95% confidence level. </li></ul><ul><li>...
Key Findings
Key Finding:  One-half of Baby Boomers said they have difficulty hearing at least some of the time. <ul><li>Almost one-hal...
Key Finding:  Exposure to loud noises is the single largest cause of hearing problems among Baby Boomers. <ul><li>Over one...
Key Finding:  Baby Boomers with a hearing loss feel the impact primarily at home and in social situations. <ul><li>Almost ...
Key Finding:  Baby Boomers are most aware of hearing aids and amplified telephones as products to help the hearing impaire...
Key Finding:  Many Baby Boomers report knowing other Baby Boomers who have experienced hearing loss. <ul><li>Almost one ha...
Key Finding:  About four out of ten Baby Boomers report that one or both of their parents have a hearing loss. <ul><li>Alm...
Key Finding:  Baby Boomers report that about one-half of the parents with a hearing loss have been fitted for hearing aids...
Key Finding:  Baby Boomers seem willing to spend money to buy products to cope with hearing loss. <ul><li>Nine out of ten ...
Detailed Findings Note:  Not all percentages will equal 100%  due to rounding of individual answers.
Have Difficulty Hearing  <ul><li>Q: Do you ever experience difficulty hearing? </li></ul><ul><li>Almost one-half (49%) of ...
Have Difficulty Hearing:  Segment Results
Difficulty Hearing on the Phone <ul><li>Q: Do you have difficulty hearing and understanding telephone conversations? </li>...
Difficulty Hearing on the Phone:  Segment Results
Testing/Resources  <ul><li>Q: Have you done any of the following things? </li></ul><ul><li>Among the full sample, one-thir...
Testing/Resources:  Segment Results
Diagnosed with Hearing Loss  <ul><li>Q: Have you ever been diagnosed with a hearing loss by a medical professional? </li><...
Diagnosed with Hearing Loss:  Segment Results
Time of Diagnosis <ul><li>Q: If yes, how long ago? </li></ul><ul><li>More than one-half (51%) of those who have been diagn...
Time of Diagnosis:  Segment Results
Degree of Hearing Loss  <ul><li>Q: Do you consider yourself someone who experiences… </li></ul><ul><li>While 34% indicated...
Degree of Hearing Loss:  Segment Results
Impact of Hearing Loss  <ul><li>Q: (IFANY HEARING LOSS) Has your hearing loss impacted you in any of the following areas? ...
Impact of Hearing Loss:  Segment Results
Impact of Hearing Loss:  Segment Results
Cause(s) of Hearing Loss  <ul><li>Q: (IF ANY HEARING LOSS) Which of the following, if any, do you think have contributed t...
Cause(s) of Hearing Loss:  Segment Results
Hearing Loss Among Friends/Relatives  <ul><li>Q: Do you have any friends or family members in their 40s or 50s who have ex...
Hearing Loss Among Friends/Relatives:  Seg. Results
Difficulty Hearing on the Phone (Friends/Family) <ul><li>Q: IF YES: Does this person have difficulty hearing and understan...
Hearing on Phone (Friends/Family): Segment Results
Testing/Resources (Friends/Family)  <ul><li>Q: To the best of your knowledge, has this person done any of the following th...
Testing/Resources (Friends/Family):  Segment Results
Parents With Hearing Loss  <ul><li>Q: Have either one of your parents ever suffered from hearing loss? </li></ul><ul><li>A...
Parents With Hearing Loss:  Segment Results
Testing/Resources (Parents)  <ul><li>Q: To the best of your knowledge, have your parents done any of the following things?...
Testing/Resources (Parents):  Segment Results
Helping Parents With Hearing Issues  <ul><li>Q: Have you ever helped your parent(s) in dealing with any of these things? <...
Helping Parents With Hearing Issues:  Segment Results
Awareness of Products (UNAIDED)  <ul><li>Q: What kinds of products can you think of that would potentially be of help to s...
Awareness of Products (UNAIDED):  Segment Results
Awareness of Products (AIDED+UNAIDED)  <ul><li>Q: Have you ever heard of… (AIDED + UNAIDED)? </li></ul><ul><li>Nearly all ...
Awareness (AIDED+UNAIDED):  Segment Results
Would Purchase a Solution  <ul><li>Q: If you knew there was a solution to help you or a loved one hear better while using ...
Would Purchase a Solution:  Segment Results
Amount Willing to Pay <ul><li>Q: (IF YES) How much would you be willing to pay for such a solution?  </li></ul><ul><li>Amo...
Amount Willing to Pay:  Segment Results
Would Buy For...  <ul><li>Q: (IF YES) Would you be most likely to purchase this product for… </li></ul><ul><li>Two-thirds ...
Would Buy For... :  Segment Results
Demographics of the Sample Note:  Not all percentages will equal 100%  due to rounding of individual answers.
Age  <ul><li>Q: First, let me ask you which of the following includes your age? </li></ul><ul><li>The sample is skewed a b...
Age:  Segment Results
Education  <ul><li>Q: Which of the following includes your highest level of education? </li></ul><ul><li>Just 28% of respo...
Education:  Segment Results
Household Income  <ul><li>Q: Which of the following includes your household’s total annual income? </li></ul><ul><li>Nearl...
Household Income:  Segment Results
Race/Ethnicity  <ul><li>Q: Which of the following best describes your ethnicity? </li></ul><ul><li>The respondents in this...
Race/Ethnicity:  Segment Results
Gender  <ul><li>Q: Gender </li></ul><ul><li>Over one-half (58%) of the sample was Female. </li></ul>
Gender:  Segment Results
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Baby Boomer Hearing Loss Survey

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Baby Boomer Hearing Loss Survey

  1. 1. Clarity Final Report: Baby Boomer Hearing Loss Study Prepared by: September 15, 2004
  2. 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. 3. Research Background & Purpose <ul><li>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. </li></ul><ul><li>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. </li></ul><ul><li>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. </li></ul>
  4. 4. Research Methodology <ul><li>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. </li></ul><ul><li>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. </li></ul>
  5. 5. Research Methodology <ul><li>The overall margin of error at n=437 is +/-4.8% at a 95% confidence level. </li></ul><ul><li>The online survey was conducted from August 16 through August 19, 2004. The telephone interviews were conducted August 14 through August 16, 2004. </li></ul><ul><li>The questionnaire in both cases included a total of 54 questions, including sub-questions (See Appendix for a copy of the questionnaire). </li></ul><ul><li>The telephone interviews took on average 8-10 minutes to complete. </li></ul>
  6. 6. Key Findings
  7. 7. Key Finding: One-half of Baby Boomers said they have difficulty hearing at least some of the time. <ul><li>Almost one-half (49%) of the respondents to this survey said that they have experienced some difficulty in hearing. </li></ul><ul><li>About one in three (34%) said that they have gotten their hearing tested. </li></ul><ul><li>About one in six (15%) have been medically diagnosed as having a hearing loss. </li></ul><ul><ul><ul><li>One-half (52%)of these individuals received this diagnosis sometime in the last 10 years. </li></ul></ul></ul><ul><ul><ul><li>Males were somewhat more likely to report a diagnosed hearing loss than were females in the study. </li></ul></ul></ul>
  8. 8. Key Finding: Exposure to loud noises is the single largest cause of hearing problems among Baby Boomers. <ul><li>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. </li></ul><ul><li>Over one-third (37%) thought their hearing loss was caused by age. </li></ul><ul><li>Only about one in five (18%) said that their loss was caused by a medical condition. </li></ul><ul><li>Note: Respondents could provide more than one answer. </li></ul>
  9. 9. Key Finding: Baby Boomers with a hearing loss feel the impact primarily at home and in social situations. <ul><li>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. </li></ul><ul><li>Almost an equal number (44%) said that their loss creates problems for them in social situations. </li></ul><ul><li>Survey participants with a hearing loss also reported impacts on them at work and in public situations (33% each). </li></ul><ul><li>Some respondents said that their hearing loss causes them to feel misunderstood and/or to feel isolated. </li></ul><ul><li>Note: Respondents could provide more than one answer. </li></ul>
  10. 10. Key Finding: Baby Boomers are most aware of hearing aids and amplified telephones as products to help the hearing impaired. <ul><li>Nearly every person (97%) in this study told us that they were aware of hearing aids (unaided + aided awareness). </li></ul><ul><li>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. </li></ul><ul><li>Two-thirds (67%) of survey respondents said they were also aware of telephones that light up instead of ringing. </li></ul><ul><li>Only 38% said they were aware of assistive living devices as a product to help people with hearing loss. </li></ul><ul><li>Note: Respondents could provide more than one answer. </li></ul>
  11. 11. Key Finding: Many Baby Boomers report knowing other Baby Boomers who have experienced hearing loss. <ul><li>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. </li></ul><ul><li>Most frequently, this was a friend or co-worker (mentioned by 21%). </li></ul><ul><li>Another 17% said their spouse has experienced hearing loss. </li></ul><ul><li>About one in ten (12%) said that some other family member (other than their spouse) who is a Baby Boomer has a hearing loss. </li></ul>
  12. 12. Key Finding: About four out of ten Baby Boomers report that one or both of their parents have a hearing loss. <ul><li>Almost one quarter (24%) said that their father suffers from a hearing loss. </li></ul><ul><li>A smaller percentage (10%) said that their mother has a hearing loss. </li></ul><ul><li>A few (4%) said that BOTH of their parents have some degree of hearing loss. </li></ul>
  13. 13. Key Finding: Baby Boomers report that about one-half of the parents with a hearing loss have been fitted for hearing aids. <ul><li>Only three out of four (73%) parents whose adult children say they have a hearing loss have had their hearing tested. </li></ul><ul><li>While one-half (52%) of those parents have been fitted for hearing aids, only 46% are apparently wearing hearing aids. </li></ul><ul><li>According to their Baby Boomer children, about one in five (21%) parents use an amplified telephone. </li></ul><ul><li>Most Baby Boomers (81%) report that the parent(s) with a hearing loss have not changed their habits or routines in any way. </li></ul>
  14. 14. Key Finding: Baby Boomers seem willing to spend money to buy products to cope with hearing loss. <ul><li>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. </li></ul><ul><ul><li>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. </li></ul></ul><ul><ul><li>Another 23% said that they would spend more, if necessary, for this type of solution. </li></ul></ul>
  15. 15. Detailed Findings Note: Not all percentages will equal 100% due to rounding of individual answers.
  16. 16. Have Difficulty Hearing <ul><li>Q: Do you ever experience difficulty hearing? </li></ul><ul><li>Almost one-half (49%) of all respondents to this survey said that they experience difficulty hearing, at least some of the time. </li></ul><ul><li>One in nine (11%) said they often have difficulty hearing. </li></ul><ul><li>Another 38% said they sometimes have difficulty hearing. </li></ul><ul><li>About half (51%) said they do not have any difficulty hearing. </li></ul>
  17. 17. Have Difficulty Hearing: Segment Results
  18. 18. Difficulty Hearing on the Phone <ul><li>Q: Do you have difficulty hearing and understanding telephone conversations? </li></ul><ul><li>More than one-third (35%) said they have difficulty hearing and understanding telephone conversations often (7%) or sometimes (28%). </li></ul><ul><li>About two-thirds (65%) said they do not have any difficulty hearing or understanding telephone conversations. </li></ul>
  19. 19. Difficulty Hearing on the Phone: Segment Results
  20. 20. Testing/Resources <ul><li>Q: Have you done any of the following things? </li></ul><ul><li>Among the full sample, one-third (34%) of all respondents have gotten their hearing tested. </li></ul><ul><li>Among respondents who reported a severe hearing loss, the percentage increases to 75%. </li></ul><ul><li>Those with a severe hearing loss are most likely to use an amplified telephone (25% said they do this). </li></ul>
  21. 21. Testing/Resources: Segment Results
  22. 22. Diagnosed with Hearing Loss <ul><li>Q: Have you ever been diagnosed with a hearing loss by a medical professional? </li></ul><ul><li>Fifteen percent (15%) of all respondents said they have been diagnosed with a hearing loss by a medical professional. </li></ul>
  23. 23. Diagnosed with Hearing Loss: Segment Results
  24. 24. Time of Diagnosis <ul><li>Q: If yes, how long ago? </li></ul><ul><li>More than one-half (51%) of those who have been diagnosed with a hearing loss received this diagnosis sometime in the last 10 years. </li></ul><ul><li>Almost one-half (48%) of those that have been diagnosed with a hearing loss were diagnosed over 10 years ago. </li></ul><ul><li>Just 5% have been diagnosed within the last year. </li></ul><ul><li>Those respondents that were diagnosed with a hearing loss, on average, were diagnosed about 15 years ago. </li></ul>
  25. 25. Time of Diagnosis: Segment Results
  26. 26. Degree of Hearing Loss <ul><li>Q: Do you consider yourself someone who experiences… </li></ul><ul><li>While 34% indicated earlier they have gotten their hearing tested, 50% of all respondents said they experience some degree of hearing loss. </li></ul><ul><li>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. </li></ul>
  27. 27. Degree of Hearing Loss: Segment Results
  28. 28. Impact of Hearing Loss <ul><li>Q: (IFANY HEARING LOSS) Has your hearing loss impacted you in any of the following areas? </li></ul><ul><li>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%). </li></ul><ul><li>One-fourth (24%) said it has made them feel misunderstood, and 9% said they have felt isolated because of their hearing loss. </li></ul><ul><li>Note: Respondents could provide more than one answer. </li></ul>
  29. 29. Impact of Hearing Loss: Segment Results
  30. 30. Impact of Hearing Loss: Segment Results
  31. 31. Cause(s) of Hearing Loss <ul><li>Q: (IF ANY HEARING LOSS) Which of the following, if any, do you think have contributed to your hearing loss? </li></ul><ul><li>Noise (51%) is seen as the primary contributing factor to the hearing loss of Baby Boomers. </li></ul><ul><li>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. </li></ul><ul><li>Note: Respondents could provide more than one answer. </li></ul>
  32. 32. Cause(s) of Hearing Loss: Segment Results
  33. 33. Hearing Loss Among Friends/Relatives <ul><li>Q: Do you have any friends or family members in their 40s or 50s who have experienced a hearing loss of any type? </li></ul><ul><li>One-fifth (21%) said they know a friend or co-worker that has a hearing loss. </li></ul><ul><li>About one in six respondents (17%) said their spouse has some type of hearing loss. </li></ul><ul><li>Twelve percent (12%) said they have another family member that has a hearing loss. </li></ul>
  34. 34. Hearing Loss Among Friends/Relatives: Seg. Results
  35. 35. Difficulty Hearing on the Phone (Friends/Family) <ul><li>Q: IF YES: Does this person have difficulty hearing and understanding telephone conversations? </li></ul><ul><li>When talking the Baby Boomer they know who has a hearing loss, 49% said this person does have trouble hearing and understanding telephone conversations. </li></ul><ul><li>Another 26% did not know if this person had difficulty hearing on the phone. </li></ul>
  36. 36. Hearing on Phone (Friends/Family): Segment Results
  37. 37. Testing/Resources (Friends/Family) <ul><li>Q: To the best of your knowledge, has this person done any of the following things? </li></ul><ul><li>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. </li></ul><ul><li>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. </li></ul>
  38. 38. Testing/Resources (Friends/Family): Segment Results
  39. 39. Parents With Hearing Loss <ul><li>Q: Have either one of your parents ever suffered from hearing loss? </li></ul><ul><li>Almost one-fourth (24%) said their father suffered from a hearing loss, compared to just 10% that said their mother had a hearing loss. </li></ul><ul><li>About half (51%) said neither of their parents had a hearing loss, while 4% said both did. </li></ul>
  40. 40. Parents With Hearing Loss: Segment Results
  41. 41. Testing/Resources (Parents) <ul><li>Q: To the best of your knowledge, have your parents done any of the following things? </li></ul><ul><li>Among those respondents who have/had a parent with a hearing loss, almost three-fourths (73%) said that parent did get their hearing tested. </li></ul><ul><li>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. </li></ul>
  42. 42. Testing/Resources (Parents): Segment Results
  43. 43. Helping Parents With Hearing Issues <ul><li>Q: Have you ever helped your parent(s) in dealing with any of these things? </li></ul><ul><li>Generally speaking, respondents have not helped their parent(s) very much in dealing with these hearing issues. </li></ul><ul><ul><li>Just 16% said they helped a parent get their hearing tested. </li></ul></ul><ul><ul><li>9% said they helped with use/purchase of an amplified telephone. </li></ul></ul>
  44. 44. Helping Parents With Hearing Issues: Segment Results
  45. 45. Awareness of Products (UNAIDED) <ul><li>Q: What kinds of products can you think of that would potentially be of help to someone experiencing a hearing loss (UNAIDED)? </li></ul><ul><li>Hearing aids (66%) were the most mentioned product. </li></ul><ul><li>About one in six (16%) mentioned amplified telephones. </li></ul><ul><li>Just 3% mentioned phones that light up, while none (0%) named “assistive listening devices.” </li></ul><ul><li>The most popular “other” responses included closed captioned TV and headphones. </li></ul>
  46. 46. Awareness of Products (UNAIDED): Segment Results
  47. 47. Awareness of Products (AIDED+UNAIDED) <ul><li>Q: Have you ever heard of… (AIDED + UNAIDED)? </li></ul><ul><li>Nearly all respondents (97%) had heard of hearing aids. </li></ul><ul><li>Most had heard of amplified telephones (78%) and telephones that light up instead of ring (67%). </li></ul><ul><li>Fewer than one-half (38%) said they had heard of assistive listening devices. </li></ul>
  48. 48. Awareness (AIDED+UNAIDED): Segment Results
  49. 49. Would Purchase a Solution <ul><li>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? </li></ul><ul><li>Nine out of ten (90%) seem willing to spend money to help themselves or a loved one hear better on the telephone. </li></ul><ul><li>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. </li></ul><ul><li>One in ten (11%) said that they would not buy such a product. </li></ul>
  50. 50. Would Purchase a Solution: Segment Results
  51. 51. Amount Willing to Pay <ul><li>Q: (IF YES) How much would you be willing to pay for such a solution? </li></ul><ul><li>Among those that indicated they would buy the “solution,” 62% said they would pay up to $100 for it. </li></ul><ul><li>Another 12% said they would pay between $101-200, and 11% would pay more than $200. </li></ul><ul><li>Based on an analysis of the actual answers received to this question, the average amount they would pay is $136. </li></ul>
  52. 52. Amount Willing to Pay: Segment Results
  53. 53. Would Buy For... <ul><li>Q: (IF YES) Would you be most likely to purchase this product for… </li></ul><ul><li>Two-thirds (68%) of those that would buy the solution would buy it for someone else. </li></ul><ul><li>One-third (32%) said that they would buy a solution for themselves. </li></ul>
  54. 54. Would Buy For... : Segment Results
  55. 55. Demographics of the Sample Note: Not all percentages will equal 100% due to rounding of individual answers.
  56. 56. Age <ul><li>Q: First, let me ask you which of the following includes your age? </li></ul><ul><li>The sample is skewed a bit young, as 59% are ages 40-50, while 41% are ages 51-59. </li></ul>
  57. 57. Age: Segment Results
  58. 58. Education <ul><li>Q: Which of the following includes your highest level of education? </li></ul><ul><li>Just 28% of respondents had a formal education of High School or less. </li></ul><ul><li>Over one-third (38%) had at least a college degree. </li></ul><ul><li>Note: Just 1% of respondents refused to answer this question. </li></ul>
  59. 59. Education: Segment Results
  60. 60. Household Income <ul><li>Q: Which of the following includes your household’s total annual income? </li></ul><ul><li>Nearly two-thirds (61%) of respondents who revealed their household income said it was $25,000-74,999. </li></ul><ul><li>Another 14% had incomes under $25,000. </li></ul><ul><li>One-fourth (25%) had incomes of $75,000 or more. </li></ul><ul><li>Note: Only 6% of respondents refused to answer this question. </li></ul>
  61. 61. Household Income: Segment Results
  62. 62. Race/Ethnicity <ul><li>Q: Which of the following best describes your ethnicity? </li></ul><ul><li>The respondents in this study were primarily White (87%). </li></ul><ul><li>Non-white representation included 5% Black/African-American, 3% Asian/Pacific Islander and 1% Hispanic/Latino. </li></ul>
  63. 63. Race/Ethnicity: Segment Results
  64. 64. Gender <ul><li>Q: Gender </li></ul><ul><li>Over one-half (58%) of the sample was Female. </li></ul>
  65. 65. Gender: Segment Results

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