CEA study: There is an unmet demand for OTC hearing devices due to regulatory uncertainty
ARLINGTON, Va. — The Consumer Electronics Association on Thursday released a new study of adult Americans with hearing loss, finding that only 1-in-25 of those surveyed now own personal sound amplification products, and nearly 40% are interested in over-the-counter products to help them hear better. Additionally, more than two-thirds of those consumers want a more streamlined process for purchasing hearing assistance products.
The study reported that nearly half of U.S. adults — 98 million Americans — have some degree of hearing loss, ranging from a little hearing difficulty to being diagnosed with hearing loss by a medical professional. While both hearing aids and PSAPs can help consumers hear better in many scenarios, a pair of hearing aids can be cost-prohibitive, ranging in price from $1,000 to $6,000. PSAPs, however, offer consumers an entry point at about one-tenth the cost of hearing aids, from $100 to $600 for each device.
“The high cost of hearing aids, the inconvenience and the cost of doctor appointments mean most adults with hearing problems don’t get the hearing assistance they need,” stated Gary Shapiro, president and CEO of CEA. “People with hearing loss deserve more options than just expensive hearing aids. PSAPs are affordable, readily-available and much more in line with what American consumers are willing to spend to hear well.”
Among the key findings of the study:
There is demand for PSAPs among consumers with trouble hearing. While only a fraction of those diagnosed with hearing loss (6%) and those with some or a lot of trouble hearing (4%) currently own a PSAP, nearly two out of five would be interested in purchasing an “over-the-counter” product to help them hear better;
More than two-thirds (69%) of adult Americans with hearing difficulty who responded to the survey want the ability to purchase hearing assistance products in the same ways they now buy reading glasses. At the same time, a significant majority (84%) of Americans with hearing difficulty would go to a medical or hearing health care professional to obtain advice;
Retailers are the preferred purchase channel for non-prescription hearing devices. Among consumers interested or very interested in purchasing a non-prescription hearing device, three-fourths (73%) are willing to purchase from a drug store, more than half (55%) from a big-box or discount store and almost half (48%) via online channels;
Among those interested in purchasing PSAPs, two-in-five (41%) are likely to use the devices every day, in any situation; and
Half of PSAP owners use the devices to listen to TV, a quarter use them in other situations and a tenth use PSAPs every day, in any situation.
Earlier this year, CEA urged the Food and Drug Administration to take steps to ensure regulatory clarity between hearing aids and PSAPs to enable PSAP manufacturers to effectively market their products to Americans who can benefit from sound amplification.
“Federal marketing restrictions have remained mostly unchanged since the late 1970s, despite advances in PSAP technology,” Shapiro said. “The FDA’s proposed PSAP guidance in its current form blurs the distinctions between hearing aids and PSAPs. Without regulatory clarity, the millions of Americans who could benefit from affordable and readily-accessible hearing solutions will remain unaware of the valuable help PSAPs can provide. Those suffering from hearing loss should be able to decide for themselves what technology will give them the most freedom to live — and hear — as they choose.”