baby boomer hearing loss survey

ClarityFinal Report:

Baby Boomer Hearing Loss Study Prepared by:

September 15, 2004

Dan PrincePresident

[email protected]

om

David ButlerVice President

[email protected]

om

Jennifer ErvinOperations Manager

[email protected]

m

Prince Market Research200 31st Avenue NorthNashville, TN 37203

Toll Free: 800.788.7728 Phone: 615.292.4860Fax: 615.292.0262

www.PMResearch.com

Clarity & The Ear Foundation 2004 Hearing Loss Study Prince Market Research 3

Research Background & Purpose

Clarity, a Division of Plantronics, Inc. is the leading supplier of amplified telephones, notification systems, assistive listening devices and other communications devices for individuals with hearing impairments.

The Ear Foundation is a national not-for-profit organization

whose mission is to assist the public and the medical profession through education and research related to hearing loss.

Through Seigenthaler Public Relations, Clarity and the Ear Foundation contracted with Prince Market Research (PMR) to conduct a research study among baby boomers (ages 40-59) that would focus on issues surrounding hearing loss. PMR is a member of CASRO, the Council for American Survey Research Organizations.


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.


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.


Key Findings


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.


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.


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.



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.



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.


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.


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.


Key Finding: Baby Boomers seem willing to spend money to buy products to cope with hearing loss.

Nine out of ten (90%) of the people who participated in this survey said that they would be willing to buy a solution to help themselves or a loved one hear better on the telephone.

Most of those who said they were willing to buy a product (62%) said that they would spend up to $100 for this type of product.

Another 23% said that they would spend more, if necessary, for this type of solution.

Detailed FindingsDetailed Findings

Note: Not all percentages will equal 100% Note: Not all percentages will equal 100%

due to rounding of individual answers.due to rounding of individual answers.


Have Difficulty Hearing

Q: Do you ever experience difficulty hearing?

Almost one-half (49%) of all respondents to this survey said that they experience difficulty hearing, at least some of the time.

One in nine (11%) said they often have difficulty hearing.

Another 38% said they sometimes have difficulty hearing.

About half (51%) said they do not have any difficulty hearing.

51%

38%

11%

0% 25% 50% 75% 100%

No

Yes -Sometimes

Yes - Often


Have Difficulty Hearing: Segment Results

9%

17%

13%

9%

14%

15%

10%

7%

11%

43%

20%

42%

35%

35%

37%

40%

38%

38%

48%

63%

45%

56%

51%

48%

50%

55%

51%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Online (n=337)

Phone (n=100)

Male (n=185)

Female (n=252)

55-59 (n=74)

51-54 (n=106)

46-50 (n=114)

40-45 (n=143)

Overall (n=437)

Yes-often Yes-sometimes No


Difficulty Hearing on the Phone

Q: Do you have difficulty hearing and understanding telephone conversations?

More than one-third (35%) said they have difficulty hearing and understanding telephone conversations often (7%) or sometimes (28%).

About two-thirds (65%) said they do not have any difficulty hearing or understanding telephone conversations.

65%

28%

7%

0% 25% 50% 75% 100%

No

Yes -Sometimes

Yes - Often


Difficulty Hearing on the Phone: Segment Results

5%

11%

6%

7%

9%

8%

4%

6%

7%

34%

10%

33%

25%

28%

30%

27%

28%

28%

61%

79%

61%

68%

62%

61%

68%

66%

65%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Online (n=337)

Phone (n=100)

Male (n=185)

Female (n=252)

55-59 (n=74)

51-54 (n=106)

46-50 (n=114)

40-45 (n=143)

Overall (n=437)

Yes-often Yes-sometimes No


Testing/Resources

Q: Have you done any of the following things?

Among the full sample, one-third (34%) of all respondents have gotten their hearing tested.

Among respondents who reported a severe hearing loss, the percentage increases to 75%.

Those with a severe hearing loss are most likely to use an amplified telephone (25% said they do this).

71%

1%

1%

0%

0%

28%

13%

25%

25%

38%

38%

75%

37%

31%

8%

6%

8%

57%

62%

11%

3%

1%

1%

34%

63%

8%

3%

2%

2%

34%

0% 50% 100%

None of these

Changed your habits/routines in any way

Use an amplifiedtelephone

Wear some type ofhearing aid

Been fitted for hearingaids

Gotten hearing tested

Overall

Mild

Moderate

Severe

None


Testing/Resources: Segment Results

68%

45%

58%

67%

62%

59%

57%

71%

63%

1%

4%

3%

1%

7%

2%

1%

0%

2%

1%

4%

3%

1%

5%

2%

1%

0%

2%

3%

3%

3%

3%

4%

3%

4%

2%

3%

9%

5%

10%

8%

4%

14%

11%

4%

8%

28%

53%

38%

31%

38%

36%

39%

27%

34%

0% 10% 20% 30% 40% 50% 60% 70% 80%

Online (n=337)

Phone (n=100)

Male (n=185)

Female (n=252)

55-59 (n=74)

51-54 (n=106)

46-50 (n=114)

40-45 (n=143)

Overall (n=437)

Got hearing tested

Changed habits/routines

Use amplified telephone

Wear hearing aid

Fitted for hearing aids

None of these


Diagnosed with Hearing Loss

Q: Have you ever been diagnosed with a hearing loss by a medical professional?

Fifteen percent (15%) of all respondents said they have been diagnosed with a hearing loss by a medical professional.

85%

15%

0% 25% 50% 75% 100%

No

Yes


Diagnosed with Hearing Loss: Segment Results

15%

15%

25%

8%

19%

16%

18%

10%

15%

85%

85%

75%

92%

81%

84%

82%

90%

85%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Online (n=337)

Phone (n=100)

Male (n=185)

Female (n=252)

55-59 (n=74)

51-54 (n=106)

46-50 (n=114)

40-45 (n=143)

Overall (n=437)

Yes No


Time of Diagnosis

Q: If yes, how long ago? More than one-half (51%) of those who have been diagnosed with a hearing loss received this diagnosis sometime in the last 10 years.

Almost one-half (48%) of those that have been diagnosed with a hearing loss were diagnosed over 10 years ago.

Just 5% have been diagnosed within the last year.

Those respondents that were diagnosed with a hearing loss, on average, were diagnosed about 15 years ago.

49%

19%

27%

5%

0% 25% 50% 75% 100%

>10 yearsago

6-10years ago

1-5 yearsago

<1 yearago


Time of Diagnosis: Segment Results

4%

7%

4%

6%

6%

6%

7%

5%

23%

40%

24%

33%

21%

24%

44%

14%

27%

19%

20%

22%

11%

21%

24%

11%

21%

19%

54%

33%

49%

50%

57%

47%

39%

57%

49%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Online (n=48)

Phone (n=15)

Male (n=45)

Female (n=18)

55-59 (n=14)

51-54 (n=17)

46-50 (n=18)

40-45 (n=14)

Overall (n=63)

<1 year ago 1-5 years ago 6-10 years ago More than 10 years ago


Degree of Hearing Loss

Q: Do you consider yourself someone who experiences…

While 34% indicated earlier they have gotten their hearing tested, 50% of all respondents said they experience some degree of hearing loss.

Among those who reported any hearing loss, 74% said that they had a mild hearing loss, 22% said that they had a moderate loss, and 4% said that they had a severe loss.

50%

2%

11%

37%

0% 25% 50% 75% 100%

No hearingloss

Severehearing

loss

Moderatehearing

loss

Mildhearing

loss


Degree of Hearing Loss: Segment Results

40%

25%

41%

34%

32%

38%

43%

33%

37%

12%

9%

12%

10%

12%

13%

10%

10%

11%

1%

4%

3%

1%

4%

3%

2%

2%

47%

62%

44%

55%

51%

46%

46%

57%

50%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Online (n=337)

Phone (n=100)

Male (n=185)

Female (n=252)

55-59 (n=74)

51-54 (n=106)

46-50 (n=114)

40-45 (n=143)

Overall (n=437)

A mild hearing loss A moderate hearing loss A severe hearing loss No hearing loss


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.


29%

9%

24%

33%

33%

44%

46%

0% 25% 50% 75% 100%

No impact

Caused you tofeel isolated

Made you feelmisunderstood

At work

In publicsituations

In socialsituations

At home


Impact of Hearing Loss: Segment Results

0%

14%

37%

29%

25%

22%

4%

9%

75%

47%

14%

24%

50%

43%

29%

33%

75%

55%

24%

33%

88%

71%

33%

44%

63%

67%

39%

46%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Severe hearing loss (n=8)

Moderate hearing loss(n=49)

Mild hearing loss (n=160)

Overall (n=217)

At home

In social situation

In public situations

At work

Felt misunderstood

Felt isolated

No impact


Impact of Hearing Loss: Segment Results

29%

32%

30%

29%

33%

16%

27%

42%

29%

9%

8%

9%

9%

14%

7%

10%

6%

9%

24%

21%

19%

27%

28%

32%

18%

19%

24%

35%

24%

37%

29%

28%

35%

48%

18%

33%

36%

18%

35%

32%

31%

40%

39%

23%

33%

45%

37%

41%

46%

39%

63%

35%

37%

44%

49%

34%

44%

48%

44%

56%

42%

42%

46%

0% 10% 20% 30% 40% 50% 60% 70%

Online (n=179)

Phone (n=38)

Male (n=104)

Female (n=113)

55-59 (n=36)

51-54 (n=57)

46-50 (n=62)

40-45 (n=62)

Overall (n=217)

At home

In social situation

In public situations

At work

Felt misunderstood

Felt isolated

No impact


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.


18%

18%

27%

32%

37%

51%

0% 25% 50% 75% 100%

Other

Medical condition

Loud noises inactivities/hobbies

Loud noises atjob

Age

Noise (anysource)


Cause(s) of Hearing Loss: Segment Results

22%

3%

15%

21%

14%

28%

15%

16%

18%

16%

26%

12%

24%

19%

35%

10%

10%

18%

28%

21%

30%

25%

17%

23%

34%

31%

27%

30%

42%

49%

17%

39%

19%

35%

37%

32%

36%

42%

35%

39%

42%

37%

40%

31%

37%

0% 10% 20% 30% 40% 50% 60%

Online (n=179)

Phone (n=38)

Male (n=104)

Female (n=113)

55-59 (n=36)

51-54 (n=57)

46-50 (n=62)

40-45 (n=62)

Overall (n=217)

Aging

Prolonged exposure at work

Prolonged exposure at home

Medical condition

Other


Hearing Loss Among Friends/Relatives

Q: Do you have any friends or family members in their 40s or 50s who have experienced a hearing loss of any type?

One-fifth (21%) said they know a friend or co-worker that has a hearing loss.

About one in six respondents (17%) said their spouse has some type of hearing loss.

Twelve percent (12%) said they have another family member that has a hearing loss.

57%

21%

12%

17%

0% 25% 50% 75% 100%

No - none of these

Yes - Friend/co-worker

Yes - Other familymember 40-59

Yes - Spouse


Hearing Loss Among Friends/Relatives: Seg. Results

26%

6%

32%

13%

23%

25%

28%

13%

21%

12%

12%

11%

13%

8%

12%

12%

14%

12%

17%

16%

5%

26%

18%

18%

14%

18%

17%

0% 5% 10% 15% 20% 25% 30% 35%

Online (n=145)

Phone (n=32)

Male (n=64)

Female (n=113)

55-59 (n=28)

51-54 (n=45)

46-50 (n=52)

40-45 (n=52)

Overall (n=177)

Spouse

Other family member

Friend/co-worker


Difficulty Hearing on the Phone (Friends/Family)

Q: IF YES: Does this person have difficulty hearing and understanding telephone conversations?

When talking the Baby Boomer they know who has a hearing loss, 49% said this person does have trouble hearing and understanding telephone conversations.

Another 26% did not know if this person had difficulty hearing on the phone.

26%

25%

49%

0% 25% 50% 75% 100%

Don'tknow

No

Yes


Hearing on Phone (Friends/Family): Segment Results

48%

56%

44%

52%

46%

53%

52%

44%

49%

22%

38%

17%

29%

29%

27%

15%

31%

25%

30%

6%

39%

19%

25%

20%

33%

25%

26%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Online (n=145)

Phone (n=32)

Male (n=64)

Female (n=113)

55-59 (n=28)

51-54 (n=45)

46-50 (n=52)

40-45 (n=52)

Overall (n=177)

Yes No Don't know


Testing/Resources (Friends/Family)

Q: To the best of your knowledge, has this person done any of the following things?

Among those respondents who did have a spouse, other family member or friend with a hearing loss, about one-half (48%) said this person did get their hearing tested.

Fewer than one-fourth said this person had been fitted for hearing aids (21%), and just 18% said this person wears some type of hearing aid.

18%

21%

48%

60%

76%

75%

71%

32%

31%

16%

20%

8%

8%

7%

7%

0% 50% 100%

Changed their habits/routines in any way





Yes No Don't know


Testing/Resources (Friends/Family): Segment Results

22%

19%

34%

14%

25%

27%

13%

23%

21%

18%

19%

27%

13%

18%

22%

13%

19%

18%

9%

6%

8%

9%

11%

11%

6%

8%

8%

9%

6%

9%

8%

11%

7%

10%

8%

8%

47%

53%

56%

43%

43%

51%

48%

48%

48%

0% 10% 20% 30% 40% 50% 60%

Online (n=337)

Phone (n=100)

Male (n=185)

Female (n=252)

55-59 (n=74)

51-54 (n=106)

46-50 (n=114)

40-45 (n=143)

Overall (n=437)

Got hearing tested



Wear hearing aid



Parents With Hearing Loss

Q: Have either one of your parents ever suffered from hearing loss?

Almost one-fourth (24%) said their father suffered from a hearing loss, compared to just 10% that said their mother had a hearing loss.

About half (51%) said neither of their parents had a hearing loss, while 4% said both did.

11%

51%

4%

10%

24%

0% 25% 50% 75% 100%

Don'tknow

Neither

Both

Mother

Father


Parents With Hearing Loss: Segment Results

25%

21%

25%

23%

20%

29%

22%

23%

24%

10%

9%

8%

12%

8%

7%

13%

10%

10%

4%

4%

4%

4%

5%

5%

5%

2%

4%

48%

61%

50%

52%

47%

47%

50%

57%

51%

13%

5%

14%

9%

19%

12%

10%

8%

11%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Online (n=337)

Phone (n=100)

Male (n=185)

Female (n=252)

55-59 (n=74)

51-54 (n=106)

46-50 (n=114)

40-45 (n=143)

Overall (n=437)

Father Mother Both Neither Don't know


Testing/Resources (Parents)

Q: To the best of your knowledge, have your parents done any of the following things?

Among those respondents who have/had a parent with a hearing loss, almost three-fourths (73%) said that parent did get their hearing tested.

Over one-half (52%) said this parent had been fitted for hearing aids, while 46% said that this parent wears some type of hearing aid.

16%

21%

46%

52%

73%

81%

74%

52%

45%

18%

3%

5%

1%

3%

9%

0% 50% 100%

Changing their habits/routines in any way





Yes No Don't know


Testing/Resources (Parents): Segment Results

51%

55%

61%

46%

71%

72%

39%

37%

52%

44%

55%

52%

43%

67%

60%

41%

29%

46%

22%

15%

29%

15%

25%

33%

22%

8%

21%

18%

6%

15%

16%

13%

26%

20%

6%

16%

73%

73%

80%

67%

75%

84%

72%

63%

73%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

Online (n=131)

Phone (n=33)

Male (n=66)

Female (n=98)

55-59 (n=24)

51-54 (n=43)

46-50 (n=46)

40-45 (n=51)

Overall (n=164)

Got hearing tested



Wear hearing aid



Helping Parents With Hearing Issues

Q: Have you ever helped your parent(s) in dealing with any of these things?

Generally speaking, respondents have not helped their parent(s) very much in dealing with these hearing issues.

Just 16% said they helped a parent get their hearing tested.

9% said they helped with use/purchase of an amplified telephone.

7%

9%

5%

9%

16%

0% 50% 100%

Changing their habits/routines in any way





Yes


Helping Parents With Hearing Issues: Segment Results

9%

6%

11%

7%

13%

19%

2%

4%

9%

6%

0%

5%

5%

8%

12%

0%

2%

5%

10%

6%

14%

6%

8%

12%

11%

6%

9%

8%

3%

6%

7%

4%

12%

4%

6%

7%

15%

18%

17%

15%

21%

19%

11%

16%

16%

0% 5% 10% 15% 20% 25%

Online (n=131)

Phone (n=33)

Male (n=66)

Female (n=98)

55-59 (n=24)

51-54 (n=43)

46-50 (n=46)

40-45 (n=51)

Overall (n=164)

Got hearing tested



Wear hearing aid



Awareness of Products (UNAIDED)

Q: What kinds of products can you think of that would potentially be of help to someone experiencing a hearing loss (UNAIDED)?

Hearing aids (66%) were the most mentioned product.

About one in six (16%) mentioned amplified telephones.

Just 3% mentioned phones that light up, while none (0%) named “assistive listening devices.”

The most popular “other” responses included closed captioned TV and headphones.

21%

0%

3%

16%

66%

0% 50% 100%

Other

Assistive ListeningDevices

Telephones that light upinstead of ring

Amplified Telephones

Hearing Aids

Yes


Awareness of Products (UNAIDED): Segment Results

20%

27%

17%

28%

22%

20%

21%

22%

21%

3%

3%

3%

3%

2%

4%

4%

1%

3%

13%

24%

19%

11%

17%

19%

10%

14%

16%

62%

79%

66%

65%

64%

68%

63%

69%

66%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

Online (n=337)

Phone (n=100)

Male (n=185)

Female (n=252)

55-59 (n=74)

51-54 (n=106)

46-50 (n=114)

40-45 (n=143)

Overall (n=437)

Hearing aids


Telephones that light up

Other


Awareness of Products (AIDED+UNAIDED)

Q: Have you ever heard of… (AIDED + UNAIDED)?

Nearly all respondents (97%) had heard of hearing aids.

Most had heard of amplified telephones (78%) and telephones that light up instead of ring (67%).

Fewer than one-half (38%) said they had heard of assistive listening devices.

38%

67%

78%

97%

0% 50% 100%

Assistive ListeningDevices

Telephones that light upinstead of ring


Hearing Aids


Awareness (AIDED+UNAIDED): Segment Results

40%

30%

37%

38%

45%

43%

40%

29%

38%

67%

67%

67%

67%

62%

68%

71%

65%

67%

81%

71%

81%

77%

88%

79%

83%

69%

78%

98%

97%

98%

97%

97%

97%

98%

97%

97%

0% 20% 40% 60% 80% 100% 120%

Online (n=337)

Phone (n=100)

Male (n=185)

Female (n=252)

55-59 (n=74)

51-54 (n=106)

46-50 (n=114)

40-45 (n=143)

Overall (n=437)

Hearing aids


Telephones that light up

Assistive listenting devices


Would Purchase a Solution

Q: If you knew there was a solution to help you or a loved one hear better while using a telephone, would you buy it?

Nine out of ten (90%) seem willing to spend money to help themselves or a loved one hear better on the telephone.

This includes one-third (33%) of all respondents who said they would buy a solution plus another 57% who said that they might buy a product, depending on the price.

One in ten (11%) said that they would not buy such a product.

11%

57%

33%

0% 25% 50% 75% 100%

No

Maybe,depending

on price

Yes


Would Purchase a Solution: Segment Results

24%

61%

25%

38%

39%

31%

32%

31%

33%

67%

22%

63%

52%

47%

62%

55%

58%

57%

9%

17%

12%

10%

14%

7%

13%

10%

11%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Online (n=337)

Phone (n=100)

Male (n=185)

Female (n=252)

55-59 (n=74)

51-54 (n=106)

46-50 (n=114)

40-45 (n=143)

Overall (n=437)

Yes Maybe, depending on price No


Amount Willing to Pay

Q: (IF YES) How much would you be willing to pay for such a solution?

Among those that indicated they would buy the “solution,” 62% said they would pay up to $100 for it.

Another 12% said they would pay between $101-200, and 11% would pay more than $200.

Based on an analysis of the actual answers received to this question, the average amount they would pay is $136.

15%

11%

4%

8%

36%

26%

0% 50% 100%

Depends/DK

Over $200

$151-200

$101-150

$51-100

$0-50


Amount Willing to Pay: Segment Results

26%

26%

17%

30%

28%

12%

25%

36%

26%

37%

36%

40%

34%

28%

55%

28%

36%

36%

7%

8%

6%

8%

7%

0%

11%

11%

8%

6%

2%

9%

2%

3%

6%

8%

0%

4%

7%

16%

11%

11%

14%

9%

14%

9%

11%

17%

11%

17%

14%

21%

18%

14%

9%

15%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Online (n=82)

Phone (n=61)

Male (n=47)

Female (n=96)

55-59 (n=29)

51-54 (n=33)

46-50 (n=36)

40-45 (n=45)

Overall (n=143)

$0-50 $51-100 $101-150 $151-200 More than $200 Depends/Don't know


Would Buy For...

Q: (IF YES) Would you be most likely to purchase this product for…

Two-thirds (68%) of those that would buy the solution would buy it for someone else.

One-third (32%) said that they

would buy a solution for themselves.

68%

32%

0% 25% 50% 75% 100%

Someoneelse

Yourself


Would Buy For... : Segment Results

26%

41%

31%

32%

38%

32%

32%

26%

32%

74%

59%

69%

68%

62%

68%

68%

74%

68%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Online (n=82)

Phone (n=61)

Male (n=47)

Female (n=96)

55-59 (n=29)

51-54 (n=33)

46-50 (n=36)

40-45 (n=45)

Overall (n=143)

Yourself Someone else

Demographics of the SampleDemographics of the Sample

Note: Not all percentages will equal 100% Note: Not all percentages will equal 100%

due to rounding of individual answers.due to rounding of individual answers.


Age

Q: First, let me ask you which of the following includes your age?

The sample is skewed a bit young, as 59% are ages 40-50, while 41% are ages 51-59.

17%

24%

26%

33%

0% 25% 50% 75% 100%

55-59

51-54

46-50

40-45


Age: Segment Results

31%

37%

26%

38%

100%

33%

28%

21%

26%

26%

100%

26%

25%

22%

24%

24%

100%

24%

16%

20%

23%

12%

100%

17%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Online (n=337)

Phone (n=100)

Male (n=185)

Female (n=252)

55-59 (n=74)

51-54 (n=106)

46-50 (n=114)

40-45 (n=143)

Overall (n=437)

40-45 46-50 51-54 55-59


Education

Q: Which of the following includes your highest level of education?

Just 28% of respondents had a formal education of High School or less.

Over one-third (38%) had at least a college degree.

Note: Just 1% of respondents refused to answer this question.

2%

6%

5%

27%

31%

27%

1%

0% 50% 100%

Other

Graduate degree

Some Graduate School

College degree

Some College

High School diploma

Less than High School


Education: Segment Results

2%

1%

1%

2%

1%

1%

25%

33%

19%

33%

23%

31%

25%

27%

27%

35%

18%

33%

31%

31%

30%

28%

36%

31%

25%

36%

33%

23%

31%

25%

28%

27%

27%

5%

3%

5%

4%

3%

6%

6%

4%

5%

6%

7%

8%

5%

11%

7%

8%

3%

6%

3%

2%

3%

1%

3%

4%

2%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Online (n=336)

Phone (n=96)

Male (n=183)

Female (n=249)

55-59 (n=74)

51-54 (n=105)

46-50 (n=110)

40-45 (n=143)

Overall (n=432)

<HS HS Some college College Some grad school Grad school Other


Household Income

Q: Which of the following includes your household’s total annual income?

Nearly two-thirds (61%) of respondents who revealed their household income said it was $25,000-74,999.

Another 14% had incomes under $25,000.

One-fourth (25%) had incomes of $75,000 or more.

Note: Only 6% of respondents refused to answer this question.

11%

14%

27%

34%

12%

2%

0% 50% 100%

$100,000 ormore

$75,000-99,999

$50,000-74,999

$25,000-49,999

$10,000-24,999

<$10,000


Household Income: Segment Results

2%

1%

2%

2%

1%

2%

3%

2%

2%

14%

5%

11%

13%

13%

13%

12%

11%

12%

37%

23%

30%

37%

28%

34%

33%

38%

34%

23%

44%

28%

26%

35%

26%

23%

27%

27%

15%

14%

14%

14%

13%

16%

16%

13%

14%

10%

13%

14%

8%

10%

9%

13%

10%

11%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Online (n=330)

Phone (n=79)

Male (n=174)

Female (n=235)

55-59 (n=69)

51-54 (n=102)

46-50 (n=106)

40-45 (n=132)

Overall (n=409)

<$10,000 $10,000-24,999 $25,000-49,999 $50,000-74,999 $75,000-99,999 $100,000+


Race/Ethnicity

Q: Which of the following best describes your ethnicity?

The respondents in this study were primarily White (87%).

Non-white representation included 5% Black/African-American, 3% Asian/Pacific Islander and 1% Hispanic/Latino.

2%

2%

1%

3%

5%

87%

0% 50% 100%

Refused

Other

Hispanic/Latino

Asian/PacificIslander

Black/African-American

White/Caucasian


Race/Ethnicity: Segment Results

90%

80%

85%

89%

99%

90%

87%

80%

87%

3%

10%

4%

5%

3%

4%

8%

5%

3%

3%

3%

3%

3%

2%

5%

3%

2%

3%

2%

1%

2%

1%

2%

2%

3%

2%

2%

3%

3%

2%

1%

5%

3%

1%

1%

1%

4%

1%

2%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Online (n=337)

Phone (n=100)

Male (n=185)

Female (n=252)

55-59 (n=74)

51-54 (n=106)

46-50 (n=114)

40-45 (n=143)

Overall (n=437)

White Black Hispanic Asian Other Refused


Gender

Q: Gender Over one-half (58%) of the sample was Female.

58%

42%

0% 50% 100%

Female

Male


Gender: Segment Results

46%

30%

100%

0%

58%

42%

43%

34%

42%

54%

70%

0%

100%

42%

58%

57%

66%

58%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Online (n=337)

Phone (n=100)

Male (n=185)

Female (n=252)

55-59 (n=74)

51-54 (n=106)

46-50 (n=114)

40-45 (n=143)

Overall (n=437)

Male Female

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