Download Folie 1 - Acufeni, Che Fare

Results
EuroTrak Italy 2015
1.
2.
3.
4.
5.
Introduction
Market overview
Analysis of hearing aid owners
Analysis of hearing impaired non-owners
Appendix
Research to create value
Summary
1. Introduction
•
EuroTrak Italy 2015 was designed and executed by Anovum (Zurich) on behalf of
ANIFA.
•
Sample sizes Italy 2015:
–
–
•
Representative sample (sample 1):
Hearing impaired (sample 2):
n= 15’641 people
n=1’343 people
•
Hearing impaired non-owners:
n= 851 people with hearing loss (HL)
•
HA owners:
n= 492 people with hearing aid (HA)
EuroTrak Italy 2015 is part of the EuroTrak studies:
LFH
Local HM Association
EHIMA
HSM
JHIMA
EHIMA
ANIFA
EHIMA
© Anovum 2015 - EuroTrak Italy 2015
Page 2
Summary
2. Market overview
•
Stated hearing loss prevalence
–
–
–
•
Hearing aid adoption rate (HA penetration)
–
–
–
•
Total: 25.2% (2012: 24.6%).
Total age group 18+: 23.9% (2012: 23.7 %).
57% of HA owners have binaural treatment.
The route to the hearing aid
–
–
–
–
–
•
Total: 11.7 %, 18+: 13.6% (2012: 11.6%, 18+: 13.4%).
Binaural hearing loss: HA owners: 56%, HA non-owners: 66%.
Hearing Tests: 31% (2012: 29%) had a hearing test in the last 5 years, most tests done by ear doctors
77%
50%
20%
78%
36%
of the hearing impaired discussed hearing loss with an ENT doctor or family doctor.
got hearing aids recommended from the ENT or family doctor (drop out rate=35% / 2012: 39%).
of the GP consultations referred to a hearing aid dispenser.
of the GP consultations referred to an ENT, 7% recommended no action.
of ENT consultations referred to an audiologist, 39% recommended no action.
Potential social cost-savings due to the use of hearing aids
–
–
Hearing aids are believed to have a positive impact on the job.
Quality of sleep seems to improve if hearing impaired use hearing aids.
© Anovum 2015 - EuroTrak Italy 2015
Page 3
Summary
3. Analysis of hearing aid owners
•
Hearing aid ownership and usage, accessories and Telecoil
–
–
–
–
–
–
–
–
•
Importance of listening situations and satisfaction with HAs
–
–
–
–
–
•
57% (2012: 65%) of all HA owners received some kind of 3rd party reimbursement.
54% of the currently owned HAs were bought in the last two years
The average age of the currently owned HAs is 2.5 years (2012: 2.3 years).
The median age of hearing aids before replacement remains 4 years – as in 2012.
On average, HAs are worn 8.4 hours a day (2012: 7.7).
36% of today’s hearing aid owners are aware of their hearing aid brand, 51% would preferably choose the
same brand if they would plan to obtain new hearing aids (31% are indifferent).
TV Box is the most often owned electronic accessory: 9% of hearing aid owners have one – 33% have heard
of it but don’t own one.
14% of hearing aid owners know what Telecoil is, 7% claim to have used it – mainly at home. Most of those
are satisfied.
87% of the hearing aid owners say their hearing aid works better than or as expected
Overall satisfaction with HA increased from 70% to 79% since 2012
79% (2012:70%) of the HA owners are satisfied with their HAs.
The more hours worn per day, the higher the satisfaction.
Talking at home with family members and talking on a phone are the most frequent important listening
situations.
Positive impact of HAs
–
–
Significant positive impact of HAs on different aspects – especially communication, social life and relationships
at home.
96% of hearing aid owners declare that their hearing aids improve their quality of life at least sometimes
© Anovum 2015 - EuroTrak Italy 2015
Page 4
Summary
4. Analysis of hearing impaired non-owners
•
Reasons not to own/use HAs
–
–
–
–
•
Social rejection, buying intentions and triggers to buy
–
–
–
•
Only 24% (2012: 22%) of the hearing impaired without hearing aids think that a third party would pay any
part of hearing aids.
The main reasons for not using hearing aids are that people say they hear well enough in most situations,
they have more serious priorities and their hearing loss is not severe enough.
Uncomfortable means to them: “foreign object in the ear”, “it pinches”, “it hurts”, “it is too big”.
5% who own HAs don’t use them at all (0 hour); 10% use them less than one hour/day (0-1 hour).
71% of hearing aid owners think people don’t make fun of or reject them because of their hearing aids. It is
more likely somebody makes fun or rejects a hearing impaired without hearing aids.
The most important influencing factors for getting hearing aids are worsening hearing loss, ENT, child and
audiologist. Price of hearing aids is only relevant for the non owners.
15% (2012: 10%) of non-owners intend to get a hearing aid within the next year.
Doctors and hearing aid dispensers are the most important sources of information and therefore
the major gatekeepers – followed by the internet and other people with hearing aids.
© Anovum 2015 - EuroTrak Italy 2015
Page 5
Results
EuroTrak Italy 2015
1.
2.
3.
4.
5.
Introduction
Market overview
Analysis of hearing aid owners
Analysis of hearing impaired non-owners
Appendix
Creative Market Research
Detailed Results: Roadmap
New topics for EuroTrak 2015 are highlighted in red
1.
Introduction
–
–
2.
Market overview
–
–
–
–
3.
–
–
–
–
Hearing aid ownership, awareness of hearing loss before getting hearing aids, lifetime of hearing aids and
usage
Awareness and usage of accessories and Telecoil
Satisfaction with hearing aids and drivers
Importance of listening situations
Positive impact of hearing aids, quality of life
Analysis of hearing impaired non-owners
–
–
–
5.
Prevalence of hearing loss and hearing aid adoption rate
Hearing tests and where hearing is tested
The route to the hearing aid: Sources of information and drop-out rates
Potential social cost-savings due to the use of hearing aids: Work competitiveness, depressive and dementia
symptoms, sleep quality
Analysis of hearing aid owners
–
4.
Organisation of EuroTrak 2015
Recruitment process: In search of hearing impaired people
Reasons for not having hearing aids and why some people can consider hearing aids as uncomfortable
Social rejection because of hearing loss compared to the acceptance of hearing aids
Buying intentions and most important triggers to buy
Appendix
–
Demographics: Hearing instrument adoption rates and populations
© Anovum 2015 - EuroTrak Italy 2015
Page 7
1. Introduction
© Anovum 2015 - EuroTrak Italy 2015
Page 8
Organisation of EuroTrak 2015
Organisation
•
•
•
Principal of the project EuroTrak Italy is ANIFA.
Anovum Zurich developed the concept of EuroTrak, designed the questionnaire and conducted the fieldwork in
cooperation with a panel company. Furthermore Anovum analysed the data and prepared the presentation.
The European Hearing Instrument Manufacturers Association [EHIMA] approved the questionnaire.
Use of the data
•
ANIFA may use the anonymous delivered tables, charts, reports and conclusions of the survey for further
research projects, for archiving and publication in any form whatsoever.
•
The raw dataset remains at Anovum. If ANIFA uses the anonymous data (delivered tables, charts, reports) and
conclusions of the survey for publications the source of the data needs to be mentioned in the following way:
“Source: Anovum – EuroTrak – Italy/2015/n=[relevant sample size]”
•
ANIFA member companies can ask Anovum to further analyse the raw data in specific ways at their own
expense.
•
ANIFA companies can order a report with satisfaction scores for their brand (if feasible). The other brands will
be shown as benchmarks without denomination (brand A, brand B etc.). The report will show all satisfaction
values. It is not allowed to communicate any information from these reports outside the ANIFA company.
© Anovum 2015 - EuroTrak Italy 2015
Page 9
Recruitment process: In search of hearing
impaired people
Step 1: Screening interviews
Objective: Prevalence of hearing loss and hearing aid ownership
Process:
1. Representative sample with strict quotas that represent the overall population (Age/Gender
interlocked; soft quota on region)
2. Contacts from panelist pools of more than 40’000 people
3. Screening questionnaire: Stated hearing loss and hearing aid usage + demographics
4. Result: Representative sample of n=15’641 people based on census data.
Step 2: Target population interviews
Objective: Details about satisfaction with hearing aids and reasons for non-adoption
Process:
1. Main questionnaires: Owners and hearing impaired non-owners
2. Balancing through weighting according to representative screening interviews
3. Resulting sample: n=851 hearing aid owners and n=492 hearing impaired non-owners
© Anovum 2015 - EuroTrak Italy 2015
Page 10
2. Market overview
© Anovum 2015 - EuroTrak Italy 2015
Page 11
Prevalence of hearing loss and adoption rate
© Anovum 2015 - EuroTrak Italy 2015
Page 12
Hearing loss and hearing instrument
ownership by gender/age
© Anovum 2015 - EuroTrak Italy 2015
Page 13
Hearing loss prevalence Italy
% hearing loss prevalence
11.7%
11.6%
Total
13.6%
13.4%
Total 18+
37.4%
39.6%
74+
20.8%
20.0%
65-74
14.8%
13.4%
55-64
8.8%
9.6%
45-54
6.5%
7.7%
35-44
4.9%
4.9%
25-34
4.2%
3.0%
15-24
2.2%
2.2%
<=14
0%
10%
20%
EuroTrak 2015
Base: 15641
© Anovum 2015 - EuroTrak Italy 2015
30%
40%
50%
EuroTrak 2012
Base: 15'536
Page 14
Overview hearing loss prevalence and
hearing aid adoption
50%
45%
40%
35%
30%
25.2%
25%
24.6%
20%
15%
11.7%
11.6%
10%
3.0%
2.9%
EuroTrak 2015
EuroTrak 2012
5%
0%
Hearing impaired (stated)
© Anovum 2015 - EuroTrak Italy 2015
Adoption (% of population)
Adoption (% of stated impaired)
Page 15
Hearing aid adoption rate Italy:
25% of hearing impaired have hearing aid(s), 57% of
them have binaural treatment
% of hearing impaired
25.2%
Total
24.6%
23.9%
Total 18+
23.7%
57%
43%
54%
46%
58%
42%
54%
46%
25.9%
65+
26.4%
18.1%
45-64
16.8%
33.4%
<=44
30.1%
0%
10%
EuroTrak 2015
Base: 1'885
20%
30%
EuroTrak 2012
Base: 1'847
© Anovum 2015 - EuroTrak Italy 2015
40%
0%
50%
100% 0%
EuroTrak 2015
HA owners (Base: 463)
50%
100%
EuroTrak 2012
HA owners (Base: 436)
Page 16
The more severe the hearing loss, the higher
the adoption rate
100%
90%
33%
80%
70%
60%
50%
91%
91%
83%
76%
63%
40%
67%
30%
20%
10%
0%
9%
9%
1
2
17%
3
Hearing aid
24%
37%
4
5
6
No Hearing aid
Hearing loss 6-groups
HA-non-owner, n=686
HA-owner, n=437
* Construction of 6-groups: A factor analysis was performed to identify one factor “degree of hearing loss”. The following questions were included in the factor:
•
Number of ears impaired (one or two)
•
Stated hearing loss (Mild to Profound)
•
Scores on 6 APHAB-EC – like questions (Scaled 1-5)
•
When NOT using a hearing aid, how difficult is it for you to follow conversations in the presence of noise
 People were segmented into 6 groups of same size (16.67% of all hearing impaired in the sample).
© Anovum 2015 - EuroTrak Italy 2015
Page 17
Hearing loss
Hearing loss characteristics: Owners compared to non-owners
HA-Non-owner
2015: n=851
(2012: n= 801)
HA Owner
2015: n=492
(2012: n= 510)
Hearing Aid
Adoption (%)
Ears impaired
(stated)
Unilateral loss
Bilateral loss
34%
(36%)
66%
(64%)
44%
(35%)
56%
(65%)
32%
(25%)
24%
(25%)
36%
(35%)
50%
(50%)
12%
(12%)
12%
(13%)
45%
(47%)
35%
(30%)
9%
(10%)
10%
(10%)
23%
(22%)
Perceived loss
Mild
Moderate
Severe
Profound
2%
(3%)
51%
(45%)*
n’s are unweighted whereas the shown results are weighted
* combined “severe” and “profound” because n is too small
© Anovum 2015 - EuroTrak Italy 2015
Page 18
Hearing tests and where hearing is tested
© Anovum 2015 - EuroTrak Italy 2015
Page 19
Hearing Tests: 31% (2012: 29%) had a hearing test in the last 5
years, most tests done by ENT
Where/how was your
hearing tested?
Have you ever taken a hearing test?
Yes, in the last 12 months
Yes, in the last 1-5 years
Yes, more than 5 years ago
No, never
Ear doctor (ENT)
71%
Family doctor
17%
Hearing Aid Dispenser/Audiologist
17%
13%
Online test
2%
Test on a smartphone App
1%
18%
54%
16%
Other
don't know
Base=13’545
© Anovum 2015 - EuroTrak Italy 2015
6%
2%
Base= 4’167
Page 20
The route to the hearing aid:
Sources of information and drop-out rates
© Anovum 2015 - EuroTrak Italy 2015
Page 21
Doctors and hearing aid dispensers are the most important sources of
information and therefore the major gatekeepers – followed by the
internet and other people with hearing aids.
Where did you gather information about hearing aids?
Please check all that apply.
34%
29%
Family doctor, ear doctor (ENT), Hearing Aid Dispenser, Audiologist
Internet research combined
24%
21%
Conversations with friends, relatives already fitted with a hearing aid
21%
24%
21%
12%
14%
12%
Print ads received in your mailbox
10%
8%
11%
Articles in magazines or newspapers
10%
10%
10%
Internet research: other websites, google…
10%
19%
7%
I did not gather information about hearing aids
Other
© Anovum 2015 - EuroTrak Italy 2015
34%
13%
18%
11%
Internet research: websites of hearing aids manufacturers
Internet research: websites of hearing aid clinics
51%
11%
3%
2%
3%
29%
36%
Hearing loss Total (n=1'343)
Hearing aid (n=492)
Hearing loss but no hearing aid (n=851)
Page 22
Of those who discussed the hearing loss with a
doctor, 42% talked to an ENT first and 58% talked to
the family doctor first
Those who discussed hearing loss with family doctor and/or ENT:
Who was the doctor you discussed your hearing loss with for the first time – your family
doctor or the ENT specialist?
38%
42%
44%
Ear doctor (ENT
specialist)
Your family doctor
58%
62%
Total n= 979
Hearing aid (n=417)
© Anovum 2015 - EuroTrak Italy 2015
56%
Hearing loss but no
hearing aid (n=562)
Page 23
The route to the hearing aid
100%
90%
Drop out:
100%
2012: 25%
23%
80%
Drop out:
77%
70%
2012: 39%
35%
2012: 46%
60%
Drop out:
50%
49%
50%
40%
30%
20%
Impaired
ENT/Doctor
Recommend
33%
27%
10%
25%
Owner
0%
All hearing impaired
Discussed hearing loss with ear
doctor and/or family doctor
Positive medical advice (Ear doctor
or family doctor recommend
further action)
Discussed hearing loss with HA
dispenser/audiologist
Positive advice HA
dispenser/audiologist
Bought hearing aid
Base: n=1'343
© Anovum 2015 - EuroTrak Italy 2015
Page 24
Much higher drop-out-rates for the lower
hearing loss segments
100%
90%
12%
88%
80%
Top 50% hearing loss*
Drop out:
100%
Drop out:
18%
Drop out:
70%
41%
72%
60%
50%
49%
40%
45%
30%
20%
Impaired
ENT/Doctor
Recommend
All hearing impaired
Discussed hearing loss with ear
doctor and/or family doctor
Positive medical advice (Ear doctor
or family doctor recommend
further action)
43%
Owner
10%
0%
Discussed hearing loss with HA
dispenser/audiologist
Positive advice HA
dispenser/audiologist
Bought hearing aid
100%
90%
Drop out:
100%
28%
80%
Drop out:
70%
72%
60%
Low 50% hearing loss*
53%
50%
Drop out:
40%
66%
30%
34%
20%
10%
Impaired
ENT/Doctor
Recommend
Discussed hearing loss with ear
doctor and/or family doctor
Positive medical advice (Ear doctor
or family doctor recommend
further action)
21%
0%
All hearing impaired
Discussed hearing loss with HA
dispenser/audiologist
13%
Positive advice HA
dispenser/audiologist
Owner
12%
Bought hearing aid
Base: n=561/562
* Construction of 6-groups: A factor analysis was performed to identify one factor “degree of hearing loss”. The following questions were included in the factor:
•
Number of ears impaired (one or two)
•
Stated hearing loss (Mild to Profound)
•
Scores on 6 APHAB-EC – like questions (Scaled 1-5)
•
When NOT using a hearing aid, how difficult is it for you to follow conversations in the presence of noise
 People were segmented into 6 groups of same size (16.67% of all hearing impaired in the sample).
© Anovum 2015 - EuroTrak Italy 2015
Page 25
Route to the hearing aid: comparison of regions in Italy
100%
90%
Drop out:
100%
22%
80%
Drop out:
78%
70%
38%
60%
Drop out:
50%
48%
48%
40%
30%
20%
35%
Impaired
ENT/Doctor
Recommend
Discussed hearing loss with ear
doctor and/or family doctor
Positive medical advice (Ear doctor
or family doctor recommend
further action)
28%
10%
NORTH (N=552)
Emilia-Romagna, Friuli-Venezia Giulia, Liguria,
Lombardia, Piemonte, Trentino-Alto Adige, Valle
d'Aosta, Veneto
25%
Owner
0%
All hearing impaired
100%
90%
Discussed hearing loss with HA
dispenser/audiologist
Positive advice HA
dispenser/audiologist
Bought hearing aid
Drop out:
100%
26%
80%
Drop out:
70%
35%
74%
60%
Drop out:
47%
50%
48%
40%
CENTRAL (N=348)
Abruzzo ,Lazio, Marche, Sardegna, Toscana, Umbria
30%
20%
Impaired
ENT/Doctor
Recommend
Discussed hearing loss with ear
doctor and/or family doctor
Positive medical advice (Ear doctor
or family doctor recommend
further action)
31%
26%
25%
Positive advice HA
dispenser/audiologist
Bought hearing aid
10%
Owner
0%
All hearing impaired
100%
90%
Discussed hearing loss with HA
dispenser/audiologist
Drop out:
100%
22%
80%
Drop out:
78%
70%
32%
60%
Drop out:
50%
53%
53%
40%
30%
20%
Impaired
ENT/Doctor
Recommend
Discussed hearing loss with ear
doctor and/or family doctor
Positive medical advice (Ear doctor
or family doctor recommend
further action)
31%
Basilicata, Calabria, Campania, Molise, Puglia, Sicilia
26%
25%
Positive advice HA
dispenser/audiologist
Bought hearing aid
10%
SOUTH (N=443)
Owner
0%
All hearing impaired
© Anovum 2015 - EuroTrak Italy 2015
Discussed hearing loss with HA
dispenser/audiologist
Page 26
The route to the hearing aid: GP/Family doctor
Have you discussed your hearing problem with your family doctor?
% Discussed with GP
What did he/she recommend ?
HA owner (Base: 404)
63%
Total hearing impaired
Referred to a hearing aid
dispenser / audiologist
66%
32%
Referred to an ear doctor
(ENT)
76%
Recommended to get a
hearing aid
15%
Recommended no further
action
1%
0%
20%
40%
60%
80%
100%
87%
HA owner
81%
Impaired non-owner (Base: 454)
Referred to a hearing aid
dispenser / audiologist
55%
Hearing impaired nonowners
14%
Referred to an ear doctor
(ENT)
79%
62%
0% 20% 40% 60% 80%100%
EuroTrak 2015
Base: 1'300
© Anovum 2015 - EuroTrak Italy 2015
EuroTrak 2012
Base: 1'311
Recommended to get a
hearing aid
10%
Recommended no further
action
10%
0%
20%
40%
60%
80%
100%
Page 27
The route to the hearing aid: ENT
Have you discussed your hearing problem with an ear doctor (ENT)?
% Discussed with ENT
What did he/she recommend ?
HA owner (Base: 413)
69%
Total hearing impaired
Did prescribe a hearing aid
62%
54%
Referred to a hearing aid
dispenser / audiologist
52%
Recommended no further
action
2%
0%
20%
40%
60%
80%
100%
88%
HA owner
86%
Impaired non-owner (Base: 504)
Did prescribe a hearing aid
18%
63%
Hearing impaired nonowners
55%
0% 20% 40% 60% 80%100%
EuroTrak 2015
Base: 1'300
© Anovum 2015 - EuroTrak Italy 2015
EuroTrak 2012
Base: 1'311
Referred to a hearing aid
dispenser / audiologist
28%
Recommended no further
action
56%
0%
20%
40%
60%
80%
100%
Page 28
The route to the hearing aid: HA dispenser
Have you discussed your hearing problem with a Hearing Aid
Dispenser/Audiologist?
% Discussed with Audiologist
What did he/she recommend ?
HA owner (Base: 322)
33%
Total hearing impaired
24%
Recommended to get a
hearing aid
93%
Recommended not to get a
hearing aid
73%
HA owner
69%
0%
20%
40%
60%
80%
100%
Impaired non-owner (Base: 162)
Recommended to get a
hearing aid
19%
Hearing impaired nonowners
7%
68%
11%
0%
20%
EuroTrak 2015
Base: 1'297
40%
60%
80%
Recommended not to get a
hearing aid
32%
EuroTrak 2012
Base: 1'311
0%
© Anovum 2015 - EuroTrak Italy 2015
20%
40%
60%
80%
100%
Page 29
Recommendations by profession
90%
80%
82%
78%
70%
60%
Referred to an ear doctor (ENT)
50%
40%
36%
(EuroTrak 2012
25%)
30%
20%
39%
Referred to a hearing aid dispenser
/ audiologist
29%
20%
Recommended to get a hearing aid
18%
11%
10%
Recommended no further action
7%
0%
GP
(N=858)
© Anovum 2015 - EuroTrak Italy 2015
ENT
(N=917)
Audiologist
(N=484)
Page 30
More than half of the hearing aid owners were assisted
by an “audioprotesista” when acquiring the HA
When you purchased your hearing aid, who was looking after you?*
(‘Quando ha acquistato il suo apparecchio acustico qual è la figura professionale che l'ha assistita?’)
audioprotesista
55%
medico otorino
37%
medico di famiglia
12%
farmacista
5%
logopedista
2%
Altra persona
7%
0%
10%
20%
30%
40%
50%
60%
Italy specific
question
HA-owner, n=492
*multiple responses possible (sum doesn‘t add up to 100%)
© Anovum 2015 - EuroTrak Italy 2015
Page 31
Potential social cost-savings due to the use of
hearing aids: Work competitiveness, depressive and
dementia symptoms, sleep quality
© Anovum 2015 - EuroTrak Italy 2015
Page 32
Work competitiveness: 96% of the working hearing aid owners state
their hearing aid(s) are useful on their job.
How useful are your
hearing aids on your job?
4%
37%
Of no use
Of some use
59%
Of significant use
Base: N=250
© Anovum 2015 - EuroTrak Italy 2015
Page 33
Work competitiveness: People with hearing aids recognize that
hearing aids increase the chance of hearing impaired to get promoted,
to get the right job and to get more salary.
Disagree strongly
I think that people with an
untreated hearing loss
tend to be less promoted
in their job
I think that people with an
untreated hearing loss
tend not to get the job
they deserve
I think that people with an
untreated hearing loss
tend to be under salaried
Hearing aid
Rather disagree
8%
Hearing loss, no hearing aid
14%
24%
Hearing aid 6% 14%
Hearing loss, no hearing aid
Hearing aid
Hearing loss, no hearing aid
20%
7%
16%
22%
Neutral
25%
21%
26%
21%
26%
24%
Rather agree
30%
25%
29%
28%
28%
30%
Strongly agree
23%
22%
7%
25%
24%
7%
23%
19%
5%
Base: Hearing loss, no hearing aid =777/ hearing aid n=464
© Anovum 2015 - EuroTrak Italy 2015
Page 34
General health problems: Compared to impaired hearing aid nonowners with significant hearing loss (Top 50% hearing loss*), hearing
aid owners feel less exhausted in the evenings
Disagree strongly
Rather disagree
Neutral
Hearing aid 7% 14%
32%
Rather agree
28%
Strongly agree
19%
In the evenings I often feel
physically exhausted
Top 50% hearing loss, no hearing aid 6% 14%
Hearing aid
27%
8% 16%
29%
36%
31%
18%
17%
In the evenings I often feel
mentally exhausted
Top 50% hearing loss, no hearing aid 5% 15%
22%
40%
18%
Base: hearing aid n=276 / Top 50% no hearing aid =115
*Construction of 6-groups: A factor analysis was performed to identify one factor “degree of hearing loss”. The following questions were included in the factor:
•
Number of ears impaired (one or two)
•
Stated hearing loss (Mild to Profound)
•
Scores on 6 APHAB-EC – like questions (Scaled 1-5)
•
When NOT using a hearing aid, how difficult is it for you to follow conversations in the presence of noise
 People were segmented into 6 groups of same size (16.67% of all hearing impaired in the sample).
© Anovum 2015 - EuroTrak Italy 2015
Page 35
General health problems: Quality of sleep seems
to improve if hearing impaired use hearing aids
Are you generally satisfied with the quality of your sleep?
50%
60%
No
Yes
40%
Top 50% hearing loss, no hearing aid
(n=117)
© Anovum 2015 - EuroTrak Italy 2015
50%
Hearing aid (n=282)
Page 36
3. Analysis of hearing aid owners
© Anovum 2015 - EuroTrak Italy 2015
Page 37
Hearing aid ownership, awareness of hearing loss
before getting hearing aids, lifetime of hearing aids
and usage
© Anovum 2015 - EuroTrak Italy 2015
Page 38
Low adoption rates within mild and moderate
hearing loss
Stated
hearing loss
(% of impaired
population*)
Adoption rate %
2015
1%
Profound
( 4%)
2%
Severe
( 18%)
9% 9%
Moderate
( 49%)
38%
Mild
( 30%)
27%
51%*
12%
3%
2012
45%*
23%
22%
10%
10%
Base: n= 1‘291
Sums can differ from 100% due to rounding
* combined “severe” and “profound” because n is too small
© Anovum 2015 - EuroTrak Italy 2015
Page 39
54% of the currently owned HAs were bought
in the last two years
Year of purchase
100%
90%
81%
80%
73%
70%
60%
91%
78%
82%
95%
86%
97%
89%
98%
91%
98%
94%
100%
100%
96%
95%
67%
54%
50%
45%
40%
30%
87%
93%
28%
20%
10%
0%
2014/15
2013
2012
2011
2010
2009
2008
2015 (n=492)
2007
2006
2005
2004
2003
2002
2001 or
earlier
2012 (n=510)
Age of currently owned HAs (Mean):
2015: 2.5 years
2012: 2.3 years
© Anovum 2015 - EuroTrak Italy 2015
Page 40
On average 2-3 years pass between becoming aware of the
hearing loss and the purchase of hearing aids. Hearing aids are
used for 4 years before they are being replaced.
Current HAs = first HAs?
How many years did you own your previous HAs?
2012: 70%
39%
70%
Yes
No
30%
1-3 years
4-6 years
55%
7-10 years
3%
4%
11 years or longer
Base: n=127
HA-owner, n=492
Age of HA before it has been replaced:
2015: 4 years (median)
2012: 4 years (median)
Thinking back before you purchased your first hearing aid: How many years have passed since you became
aware of your hearing loss until you purchased a hearing aid?
35%
1 year
2 years
25%
3 years
20%
4-6 years
16% 4%
more than 6 years
Base: n=365
© Anovum 2015 - EuroTrak Italy 2015
Page 41
% ownership of binaural hearing aids /
Base=All owners
Monaural-binaural treatment by purchase
date
59%
53%
56%
44%
2014/2013 (n= 232
EuroTrak 2015)
© Anovum 2015 - EuroTrak Italy 2015
2012/2011 (n=202)
2010 (n=109)
Year of purchase
2009 or earlier
(n=160)
Page 42
While a majority of hearing impaired without hearing aids don’t know
whether a third party would pay any part of hearing aids - 57% of the
hearing aid owners received some kind of 3rd party reimbursement
2015
7%
Owners: Was any part or all of your
hearing aid(s) paid for by a third party ?
(Insurance, Government, …)
17%
Yes, completely (2012:23%)
Yes, partly (2012: 42%)
36%
40%
No (2012: 27%)
don't know (2012:8%)
HA-owner, n=492
Non-owners: Based on your current
knowledge, would any part or all of your
hearing aid(s) be paid for by a third
party? (Insurance, Government, …)
24%
60%
16%
Yes (2012: 22%)
No (2012: 18%)
don't know (2012:60%)
HA-non-owners, n=851
© Anovum 2015 - EuroTrak Italy 2015
Page 43
On average, HAs are worn 8.4 hours a day
How many hours a day are HA worn? (cum. %)
cumulative %
18%
79%
17%
16%
14%
51%
12%
100%
99%
90%
82%
80%
70%
62%
60%
51%
10%
40%
9%
8%
50%
44%
5%
5%
5%
5%
11%
2%
5%
16%
21%
24%
7%
7%
6%
3%
0%
1
2
3
4
5
6
7
8
9
© Anovum 2015 - EuroTrak Italy 2015
3%
1%
10
2015
HA-owner:
2015: n=492
2012: n=501
30%
7%
20%
4%
4%
1%
0
40%
9%
34%
6%
4%
61%
99%
96%
89%
20%
11
12
13
14
15
16
10%
0%
1%
0%
0%
17
18
19
20
0%
2012
HA worn:
2015 Mean: 8.4 hours/day
2012 Mean: 7.7 hours/day
Page 44
Only 36% of today’s hearing aid owners are aware of
their hearing aid brand
Are you aware of the brand of your
hearing aid(s)?
36%
38%
Yes, I know it
by heart
In case you plan to obtain new hearing
aid(s), what brand would you choose?
31%
Preferably from
51% a different
brand than you
currently own
No, but I could
find out
No, and can't
find out
25%
Preferably from
the same brand
you currently
own
18%
Indifferent,
could be any
brand
Base: N=492 / 319
© Anovum 2015 - EuroTrak Italy 2015
Page 45
69% of the currently owned HAs either had no repair
need or only once
How often has your current hearing aid required a repair because it was not working properly?
2015
47%
2012
22%
43%
0%
10%
never
20%
once
20%
22%
30%
40%
2-3 times
50%
6% 4%
26%
60%
70%
4-5 times
80%
6% 3%
90%
100%
more often
HA-owner:
2015: n=492
2012: n=510
© Anovum 2015 - EuroTrak Italy 2015
Page 46
Awareness and usage of accessories and
Telecoil
© Anovum 2015 - EuroTrak Italy 2015
Page 47
TV Box is the most often owned electronic accessory: 9% of
hearing aid owners have one – 33% have heard of it but don’t
own one.
Which of the following accessories have you heard of and which ones do you own?
TV Box connected to the tv set to stream audio to
your hearing aid
Phone clip, plugged into the mobile phone to
stream calls to the hearing aid
58%
56%
33%
9%
37%
8%
Audio streamer to connect my hearing aids to other
devices like cell phones, mp3 players, tv sets, etc
58%
34%
8%
Additional microphone for conversations with one
person, conversations in a group etc.
59%
34%
7%
Combined device - audio streamer and remote
control in one device
Never heard of this before
© Anovum 2015 - EuroTrak Italy 2015
61%
Heard of this before but don't own one
Base: N=492
32%
6%
I own one
Page 48
14% of hearing aid owners know what Telecoil is but only 7%
have used it – mainly at home. Most of those who use it are
satisfied.
Have you seen this logo before?
14%
On what type of venues have you used hearing aids in
a hearing loop (Telecoil)?
Yes, and I
know what it
stands for
Home
Yes, but I don't
stands for
House of worship
No, have never
seen this
Conference room
Airport, train station
7%
17%
41%
Yes, and I
have already
used Telecoil
Yes, but have
never used it
No
29%
21%
20%
Court room
Drive thru, ticket window, bank counter
Are your hearing aids equipped
with Telecoil?
35%
Theater, auditorium
20% know what it
66%
42%
School, university
10%
5%
3%
How satisfied are you with the use of Telecoil overall?
0% 7%
7%
very dissatisfied
25%
dissatisfied
somewhat dissatisfied
41%
neutral
somewhat satisfied
7%
13%
satisfied
very satisfied
I don't know
34%
HA-owner, n=492
© Anovum 2015 - EuroTrak Italy 2015
HA-owner, who have used Telecoil, n=45
Page 49
Satisfaction with hearing aids and drivers
© Anovum 2015 - EuroTrak Italy 2015
Page 50
87% of the hearing aid owners say their hearing aid
works better than or as expected
How have the expectations you had towards hearing
aids before trying them on for the first time been met?
13%
31%
hearing aids work better
than I expected
hearing aids work as I
expected
hearing aids work worse
than I expected
56%
Base: N=492
© Anovum 2015 - EuroTrak Italy 2015
Page 51
Overall satisfaction with HA increased from 70% to
79% since 2012
% Satisfied
Total HA-user (n=492) 02%6%
12%
Region north (n=199) 02%4%
14%
05%
Region central (n=133) 0%
0 8%
BTE (n=99) 1%
03%
ITE (n=129) 1%
24%
11%
13%
15%
0 11%
older than 2 years (n=200) 1%
10%
11%
0 7%
HA worn 4-8 hrs/day (n=153) 2%
9%
very dissatisfied
dissatisfied
© Anovum 2015 - EuroTrak Italy 2015
10%
24%
40%
84%
66%
75%
67%
77%
77%
81%
71%
76%
71%
83%
78%
74%
62%
52%
48%
82%
69%
88%
82%
5%
14%
11%
36%
33%
24%
neutral
73%
11%
26%
40%
somewhat dissatisfied
79%
8%
38%
40%
18%
18%
25%
34%
30%
70%
29%
29%
20%
79%
24%
46%
0 3% 7%
HA worn more than 8 hrs/day (n=222) 1%
18%
11%
52%
13%
0 4%
29%
35%
2012
27%
34%
up to two years old (n=232) 04%3% 9%
0%
22%
33%
0
1% 11%
HA worn up to 4 hrs/day (n=117)
25%
39%
11%
Region south (n=160) 04% 9%
ITC (n=153)
36%
2015
50%
60%
4%
6%
31%
70%
somewhat satisfied
80%
satisfied
90%
100%
very satisfied
Page 52
Overall Satisfaction with HA: Country comparison
France
Switzerland
UK
Denmark
Norway
Italy
Japan
Overall
satisfaction
2012
80%
84%
72%
70%
72%
70%
36%
Overall
satisfaction
2015
84%
81%
70%
© Anovum 2015 - EuroTrak Italy 2015
79%
Page 53
Satisfaction with current hearing aids
-100%-80% -60% -40% -20% 0%
Dispenser
20% 40% 60% 80% 100%
Trend*
Professionalism of dispenser
7%
Quality of dispensers counseling
8%
79%
4%
Quality of service during hearing aid fitting period
9%
77%
9%
Quality of service after purchase
10%
Sound quality
signal process.
Clearness of tone and sound
14%
Natural sounding
14%
Richness or fidelity of sound
Comfort with loud sounds
Product
features
13%
14%
Ease of changing battery
Visibility to others
Reliability
Overall fit/ Comfort
Battery life
Value (performance versus money spent)
Managing whistling/feedback/buzzing
81%
4%
76%
5%
75%
9%
74%
10%
73%
8%
72%
7%
84%
5%
9%
12%
79%
12%
11%
79%
11%
11%
77%
9%
14%
75%
10%
7%
72%
17%
8%
71%
7%
%dissatisfied= % very dissatisfied + % dissatisfied + % somewhat dissatisfied
%satisfied= % somewhat satisfied + % satisfied + % very satisfied
* % of satisfied HA owners compared to EuroTrak 2012
© Anovum 2015 - EuroTrak Italy 2015
dissatisfied
satisfied
HA-owner, n=492
Page 54
Satisfaction with current hearing aids
100% 80% 60% 40% 20% 0%
Listening
situation
20% 40% 60% 80% 100%
Trend*
Conversation with one Person
8%
81%
4%
Watching TV
10%
81%
8%
Conversation in small groups
10%
79%
9%
Listening to Music
8%
76%
At home with family members
10%
76%
Leisure activities
9%
76%
In a store, when shopping
9%
On the telephone
76%
Outdoors
10%
75%
At a movie theater
7%
74%
When talking to children
11%
74%
In the workplace
** In a larger lecture hall (e.g., theater, concert hall,…
When riding in a car
In school or a classroom (as an observer or student)
Use in noisy situations
9%
76%
13%
Conversation in large groups
6%
14%
13%
74%
8%
12%
72%
14%
72%
8%
71%
9%
10%
68%
21%
67%
6%
%dissatisfied= % very dissatisfied + % dissatisfied + % somewhat dissatisfied
%satisfied= % somewhat satisfied + % satisfied + % very satisfied
* % of satisfied HA owners compared to EuroTrak 2012
** question slightly changed: 2012=Understanding a lecture in a large public place
© Anovum 2015 - EuroTrak Italy 2015
dissatisfied
satisfied
HA-owner, n=492
Page 55
Factors influencing satisfaction with current HA: Sound
quality/signal processing is most important for overall
satisfaction with HA
Influence on
overall satisfaction with HA*
Dispenser
Sound quality
signal process.
Product
features
Quality of service during hearing aid fitting period
Quality of dispensers counseling
Quality of service after purchase
Professionalism of dispenser
0.74
0.73
0.72
0.72
Richness or fidelity of sound
Natural sounding
Clearness of tone and sound
Comfort with loud sounds
0.82
0.80
0.79
0.78
Reliability
Managing whistling/feedback/buzzing
Overall fit/ Comfort
Visibility to others
Battery life
Value (performance versus money spent)
Ease of changing battery
0.80
0.76
0.72
0.71
0.67
0.66
0.60
© Anovum 2015 - EuroTrak Italy 2015
*The Influence has been calculated with a correlation: 0 means no relation between a criterion and overall satisfaction ;
Page 56
1 means a maximal relationship. Read: richness or fidelity of sound is the most important criterion for satisfaction.
Important listening situations
In which of these situations is it most important for you to hear well?
(choose up to 5)
62%
At home with family members
51%
When talking on a phone
41%
When watching TV with others
38%
In conversations with 1 person
28%
In conversations with small groups
23%
In the workplace
22%
In conversations with large groups
In noisy situations
21%
When riding in a car
21%
Outdoors
18%
In a store, when shopping
17%
When talking to children
16%
In a larger lecture hall (e.g., theater, concert hall, place of worship, etc.)
16%
During leisure activities (e.g., exercising, taking a walk, etc.)
10%
When listening to music
9%
At a movie theater
9%
In school or a classroom (as an observer or student)
6%
Hearing loss Total (n=1'343)
Hearing aid (n=492)
Hearing loss but no hearing aid (n=851)
© Anovum 2015 - EuroTrak Italy 2015
Page 57
Positive impact of hearing aids, quality of life
© Anovum 2015 - EuroTrak Italy 2015
Page 58
Significant positive impact of HAs on different aspects: Especially
communication effectiveness, relationships at home and social life
improve with hearing aids.
Since you started using your hearing aid(s), please rate the changes you have experienced in
each of the following areas, that you believe are due to your hearing aid(s).
Communicate more effectively in most situations
6%
Relationships at home
5%
18%
52%
22%
22%
45%
26%
Social life
5%
Sense of safety
6%
25%
45%
22%
Ability to participate in group activities
7%
23%
46%
21%
Mental/emotional health
5%
Sense of independence
7%
Feelings about yourself
5%
Relationships at work
7%
24%
44%
25%
43%
24%
25%
42%
24%
30%
37%
28%
5%
Physical health
6%
34%
Mental ability
4%
36%
10%
30%
20%
27%
44%
Confidence in yourself
0%
24%
20%
38%
30%
A lot worse
24%
37%
21%
37%
40%
Worse
50%
60%
The same
20%
70%
Better
80%
90%
100%
A lot better
HA-owner, n=492
© Anovum 2015 - EuroTrak Italy 2015
Page 59
Impact of HAs is perceived more positive by patients
with a Top 50% hearing loss in all aspects
% of HA owners feeling better/a lot better
80%
79%
79%
73%
70%
72%
72%
70%
70%
70%
69%
67%
62%
60%
56%
58%
55%
50%
46%
47%
40%
60%
52%
45%
48%
43%
45%
42%
38%
30%
20%
10%
0%
Low 50% hearing loss (n=115)
© Anovum 2015 - EuroTrak Italy 2015
Top 50% hearing loss (n=322)
Page 60
Even for other people in the household/relatives, the
situation improves when the person with hearing loss
starts wearing hearing aids
How did the following aspects change since person X is wearing hearing aids?
Communication with Person
7%
Social activities together with Person
6%
Personal relationship with Person
7%
Quarrels/disputes with Person
8%
0%
25%
40%
32%
34%
37%
10%
26%
32%
37%
20%
a lot worse
30%
worse
25%
22%
36%
40%
50%
the same
60%
17%
70%
better
80%
90%
100%
a lot better
Someone in HH / parent has HA, n=365
© Anovum 2015 - EuroTrak Italy 2015
Page 61
96% of hearing aid owners declare that their hearing
aids improve their quality of life at least sometimes
How often do your hearing aids improve your quality of life?
4%
12%
Never
Rarely
51%
Occasionally
Regularly
33%
Base: N=492
© Anovum 2015 - EuroTrak Italy 2015
Page 62
4. Analysis of hearing impaired
non-owners
© Anovum 2015 - EuroTrak Italy 2015
Page 63
Reasons for not having hearing aids and why some
people can consider hearing aids as uncomfortable
© Anovum 2015 - EuroTrak Italy 2015
Page 64
To analyse reasons of non-adoption we look at the Top 50% HL
group, as the structure of hearing loss is more similar to that of
HA owners
Hearing loss characteristics: Owners compared to non-owners
% HA Owner
(n=492)
%HA-Nonowner Low 50%
HL (n=447)
%HA-Nonowner Top 50%
HL (n=239)
Ears impaired
Unilateral loss
44%
34%
35%
Bilateral loss
56%
66%
65%
More similar
hearing lossstructure
Perceived loss
Mild
Moderate
Severe
Profound
© Anovum 2015 - EuroTrak Italy 2015
12%
47%
7%
45%
48%
62%
35%
4%
27%
9%
1%
4%
Page 65
Top 10 reasons for not having a hearing aid (I/II)
Hear well enough in most situations
39%
Hearing loss not severe enough
39%
49%
Have more serious priorities
20%
44%
Uncomfortable
35%
24%
39%
36%
25%
They do not restore your hearing to normal
41%
22%
Would be embarrassed to wear a hearing aid
42%
19%
Ear doctors opinion (ENT)
31%
21%
41%
Cannot afford a hearing aid
22%
38%
36%
37%
39%
22%
40%
Do not admit I have a hearing loss in public
39%
18%
43%
Bad design
40%
16%
44%
0%
10%
20%
Reason
30%
40%
50%
Somewhat a reason
60%
70%
80%
90%
100%
Not a reason
Base: non owners Top 50% HL: n=239
© Anovum 2015 - EuroTrak Italy 2015
Page 66
Less important reasons for not having a hearing aid
(II/II)
They do not work well in noisy situations
35%
Have hearing loss only with low frequency sounds
34%
Have tinnitus (ringing in ears)
20%
45%
20%
34%
46%
15%
50%
Have Sensor-neural hearing loss (nerve deafness)
29%
19%
52%
Family doctors opinion (GP)
28%
20%
52%
Have hearing loss in only one ear
33%
15%
52%
Another hearing aid owners opinion
23%
24%
52%
Have hearing loss only with high pitch sounds
24%
23%
53%
Hearing Aid Dispenser/Audiologists opinion
24%
22%
54%
Have not had hearing tested yet
31%
Do not know where to get hearing aids
23%
Social / Family opinion such as child, spouse, friend
23%
I have vision or dexterity problems
14%
55%
19%
58%
15%
19%
63%
15%
66%
Have tried hearing aid and they do not work
20%
14%
66%
Do not trust Hearing Aid Dispenser/Audiologist
20%
14%
66%
Had surgery - hearing aids wont help
17%
10%
73%
Hearing problem requires surgery
17%
10%
74%
0%
10%
Reason
20%
30%
40%
Somewhat a reason
50%
60%
70%
80%
90%
100%
Not a reason
Base: non owners Top 50% HL: n=239
© Anovum 2015 - EuroTrak Italy 2015
Page 67
Top 10 reasons for HA owners NOT using them
Hearing loss not severe enough
35%
33%
Hear well enough in most situations
53%
Have tried hearing aid and they do not work
16%
46%
Uncomfortable
31%
31%
18%
39%
36%
25%
36%
Have hearing loss only with high pitch sounds
28%
34%
38%
Have Sensor-neural hearing loss (nerve deafness)
27%
34%
39%
Have hearing loss in only one ear
41%
They do not work well in noisy situations
19%
39%
Have more serious priorities
21%
41%
Have hearing loss only with low frequency sounds
10%
Reason
41%
15%
34%
0%
40%
44%
19%
20%
30%
40%
Somewhat a reason
47%
50%
60%
70%
80%
90%
100%
Not a reason
Owners who don‘t use, n=27
© Anovum 2015 - EuroTrak Italy 2015
Page 68
Meaning of «uncomfortable» (open question)
You mentioned "uncomfortable" as a reason why you don't own/use hearing aid(s). Please
describe in detail why you consider hearing aids uncomfortable.
foreign object in the ear, it pinches, it hurts, to big
55%
unaesthetic
uncomfortable in general
others say it is uncomfortable
16%
10%
9%
taking it on and off, adjusting
5%
uncomfortable noises, feedback, etc.
5%
maintenance, cleaning
2%
not suited for certain activities (sports, swimming…)
2%
uncomfortable with glasses
2%
cerumen, dirt, infection
1%
keeping it dry
0%
other
3%
Base: n=367
© Anovum 2015 - EuroTrak Italy 2015
Page 69
More than half of the impaired hearing aid non-owners
think that they can live without a hearing aid
What are the main reasons for not buying a hearing aid?*
(‘Quali sono i principali motivi che la spingono a non comprare un apparecchio acustico?’)
58%
58%
I think I can live without it
33%
32%
Costs are too high
23%
29%
I am ashamed to wear it
I know people who bought it but
never use it
18%
17%
Tried it but had no significant
improvement
6%
4%
0%
10%
20%
30%
EuroTrak 2015
Base: 855
40%
50%
60%
70%
EuroTrak 2012
Base: 801
Italy specific
question
ALL non-owners
*multiple responses possible (sum doesn‘t add up to 100%)
© Anovum 2015 - EuroTrak Italy 2015
Page 70
Social rejection because of hearing loss
compared to the acceptance of hearing aids
© Anovum 2015 - EuroTrak Italy 2015
Page 71
71% of hearing aid owners think people don’t make fun of or reject
them because of their hearing aids. It is more likely somebody makes
fun or rejects a hearing impaired without hearing aid.
Hearing aid owners:
How often do you feel you are
made fun of or rejected because
you are wearing a hearing aid?
Hearing impaired non-owners:
How often do you feel you are
made fun of or rejected because
your hearing loss?
6%
7%
23%
18%
Never
Rarely
53%
Occasionally
39%
Regularly
18%
Base: N=492
© Anovum 2015 - EuroTrak Italy 2015
36%
Base: Top 50% hearing loss, no hearing aid N=239
Page 72
Buying intentions and most important
triggers to buy
© Anovum 2015 - EuroTrak Italy 2015
Page 73
15% (2012:10%) of non-owners intend to get a
hearing aid within the next year. Re-buying intention
is higher than first-buying intention
Buying intention hearing impaired in %
Owner
7%
Non-owner 4%
12%
11%
Within the next 6 months
In about 4 years
not within the next 7 years
12%
7%
5% 4%
1%
2%
5% 4% 3%
1% 8%
In about a year
In about 5 years
Don't know
49%
62%
In about 2 years
In about 6 years
In about 3 years
In about 7 years
HA-non-owner, n=851
HA-owner, n=492
© Anovum 2015 - EuroTrak Italy 2015
Page 74
The most important influencing factors are worsening hearing
loss, ENT and significant others (and: price for non owners &
audiologist for owners)
Non-owner: Think about the option to obtain / purchase a hearing aid. Owner: Thinking back to when you obtained your first hearing aid(s),
What do you think would influence you to obtain / purchase a hearing what influenced you to obtain /purchase the hearing aid(s)?
aid ?
40%
Hearing loss got worse
29%
ENT/ Ear Doctor
10%
Price of hearing aid
27%
26%
GP /Family doctor
Child
17%
Hearing aid dispenser / Audiologist
Spouse
Safety concerns
6%
Financial Situation improved
Free due to coverage by Insurance / Received hearing aid…
Relative, friend
Hearing loss article or literature
Information/advice about hearing loss from consumer…
Magazine advertisement
Internet: Other websites, google…
Newspaper advertisement
Internet: Websites of hearing aid clinics
Internet: Websites of hearing aids manufacturers
Radio advertisement
Direct mail piece
Co-worker or boss
Celebrity or public Personality
Telemarketing phone call
© Anovum 2015 - EuroTrak Italy 2015
49%
35%
31%
25%
17%
10%15%
8%
15%
Another hearing aid owner (word of mouth)
TV advertisement
18%
16%
14%
14%
15%
49%
10%
9%
7%
5%
4%
5%
Owner (n=492)
Non-Owner (n=851)
2% 6%
3%6%
4%
3%
4%
3%
2% 7%
2%5%
2%
2%
3%
2%
3%
1%
=Top 5 influences for owners in EuroTrak 2012
=Top 5 influences for non owners in EuroTrak 2012
1%
2%
2%
1%
Page 75
The most important trigger to buy a hearing aid is
worsening hearing loss, the dispenser and the ENT.
What made you finally decide to get your actual hearing aid(s)?
Hearing loss got worse
25%
ENT/ Ear Doctor
16%
Child
12%
Hearing aid dispenser / Audiologist
11%
GP /Family doctor
7%
Spouse
Price of hearing aid
5%
3%
Safety concerns
2%
TV advertisement
2%
Internet: Websites of hearing aid clinics
2%
Free due to coverage by Insurance /
Received hearing aid free of charge
2%
© Anovum 2015 - EuroTrak Italy 2015
Hearing aid owner (n=492)
Page 76
44% of all hearing impaired have seen hearing aids
advertisement recently (mainly product/brand advertising)
Have you recently seen any
advertisement regarding hearing aids?
The advertisement you have seen was:*
(‘La pubblicità che ha visto/sentito era:’)
(‘Recentemente ha visto pubblicità riguardanti il tema degli
apparecchi acustici?’)
61%
62%
61%
59%
Pubblicità del prodotto/marca
2012: 45%
Yes
No
44%
56%
41%
44%
38%
40%
Pubblicità dei centri acustici
15%
16%
12%
16%
Pubblicità su internet - social
media
5%
4%
7%
6%
Altro
0%
Percentage of „Yes“ by region:
-Region North: 43%
-Region Central: 46%
-Region South: 43%
20%
Total
40%
North
60%
Central
80%
South
Italy specific
question
Hearing impaired, n=1‘343
*multiple responses possible (sum doesn‘t add up to 100%)
© Anovum 2015 - EuroTrak Italy 2015
Page 77
EHIMA
Soeren Hougaard
EHIMA secretary general
Phone: (+45) 4045 7135
Email: [email protected]
APPENDIX
© Anovum 2015 - EuroTrak Italy 2015
Page 79
Sample size and random sample error: Rules
of thumb
READ: At a sample size of n=500 and a value of 15% we would expect the real value of an interval +-3.1 around
15% - which means between 11.9% and 18.1% (Conservative assumption: 95% confidence level)
Sample size
Random sample error
Real value is within interval:
Level of proportion: 50%/50%
Level of proportion: 15%/85%
50
+- 13.9
+- 9.9
100
+- 9.8
+- 7.0
250
+- 6.2
+- 4.4
500
+- 4.4
+- 3.1
1000
+- 3.1
+- 2.2
5’000
+- 1.4
+- 1.0
10’000
+- 1.0
+- 0.7
© Anovum 2015 - EuroTrak Italy 2015
Page 80
Demographics (1) Hearing instrument
adoption rates and populations
Profiles: Categories add to 100%*
Count
Hearing difficulty
Hearing aid
adoption rate %
(Base=hearing
impaired)
7588
8054
12.2%
11.3%
25.8%
24.6%
48.3%
51.7%
50.0%
50.0%
51.6%
48.4%
2174
1538
1798
2393
2441
1949
1671
1679
2.2%
4.2%
4.9%
6.5%
8.8%
14.8%
20.8%
37.4%
68.2%
31.4%
28.2%
26.6%
17.5%
18.5%
20.8%
28.7%
15.4%
10.7%
12.4%
16.2%
16.1%
12.0%
9.6%
7.6%
1.1%
3.2%
4.6%
8.3%
13.0%
17.1%
20.0%
32.6%
7.0%
4.4%
5.3%
9.0%
8.2%
11.6%
15.6%
39.0%
953
2600
10232
681
49
1126
24.1%
14.6%
9.3%
11.6%
43.1%
15.1%
27.7%
23.8%
25.4%
29.5%
32.9%
20.9%
5.2%
16.1%
67.2%
4.4%
0.2%
6.9%
12.1%
21.1%
51.9%
4.1%
1.0%
9.8%
13.7%
19.6%
52.4%
5.1%
1.5%
7.7%
No hearing loss
Hearing loss but
no hearing aid
Hearing aid
Gender
Male
Female
Age recoded
1 - 14
15 - 24
25 - 34
35 - 44
45 - 54
55 - 64
65 - 74
74+
Type of household
single household
Couple, no kids
Couple with kid(s)
Single mom/dad with kid(s)
Retirement home, hospital etc.
Other
© Anovum 2015 - EuroTrak Italy 2015
* Small sample sizes in some categories
Page 81
Demographics (2) Hearing instrument
adoption rates and populations
Profiles: Categories add to 100%*
Count
Hearing difficulty
Hearing aid
adoption rate %
(Base=hearing
impaired)
6099
3992
4782
686
18.1%
11.5%
3.0%
16.1%
25.3%
22.5%
32.6%
23.1%
36.3%
25.7%
33.8%
4.2%
60.7%
26.0%
7.1%
6.2%
61.5%
22.6%
10.2%
5.6%
4879
1240
2292
391
336
2951
1255
9.0%
8.1%
8.1%
29.7%
25.8%
27.7%
3.5%
23.3%
24.1%
15.9%
36.9%
22.9%
25.1%
11.6%
38.4%
9.9%
18.2%
2.4%
2.2%
18.5%
10.5%
24.7%
5.6%
11.5%
5.4%
4.9%
45.0%
2.9%
23.8%
5.7%
6.9%
10.0%
4.6%
47.9%
1.2%
1218
2496
5212
1004
3290
123
29.1%
15.3%
10.2%
13.9%
10.9%
14.2%
27.5%
19.0%
21.3%
30.7%
27.5%
19.2%
7.5%
18.3%
40.5%
7.5%
25.4%
0.9%
18.9%
22.8%
30.9%
7.1%
19.2%
1.0%
22.8%
16.9%
26.5%
10.0%
23.0%
0.8%
No hearing loss
Hearing loss but
no hearing aid
Hearing aid
Status
The head of the household (alone or together with someone)
The spouse of the head of the household
Daughter/son of head of household
Other Person
Employment
Full time employed
Part time employed
Unemployed / not working
Retired under a disability pension scheme (fully or partly)
Early retired under an early retirement benefit scheme
Retired (at the official retirement age)
Student / pupil / in training
Education
Scuola elementare
Scuola media inferiore
Scuola media superiore
Formazione professionale
Università
Altro
© Anovum 2015 - EuroTrak Italy 2015
* Small sample sizes in some categories
Page 82