Results

EuroTrak Denmark 2022
1.
2.
3.
4.
5.

Introduction
Market overview
Analysis of hearing aid owners
Analysis of hearing impaired non-owners
AppendixResearch to create valueSummary – Introduction

EuroTrak Denmark 2022 is part of the EuroTrak / APACTrak studies:

EuroTrak Denmark 2022 was designed and executed by
Anovum (Zurich) on behalf of LFH and EHIMA.

Local HM Association

Sample sizes:
Representative sample (sample 1):n=13’801 people

Hearing impaired (sample 2):
HA owners:
Hearing impaired non-owners:

n=1’309 people
n= 573 people
n= 736 people

LFH
EHIMA

–
EHIMA

EHIMA

beMedTech

EHIMA

JHIMA

EHIMA

HSM

HCIA

A.N.A. / EHIMAKHIMA / EHIMA
HIA

EHIMA
NZ HIA© Anovum 2022 - EuroTrak 2022

Page 2

Summary – Market overview•

Stated hearing loss prevalence––•

Hearing aid adoption rate (HA penetration)
–
–
–

•

55.4% of those with self declared HL (2016: 53.0%).
6.0% of total population (2016: 5.5%).
76% of HA owners have binaural treatment (2016: 77%).

The route to the hearing aid
–
–
–
–
–

•

Total: 10.9%, 18+: 12.9% (2016: 10.3%, 18+: 12.1%).
Hearing Tests: 33% (2016: 38%) had a hearing test in the last 5 years, most tests done by by ENTs.

70% of the hearing impaired discussed hearing loss with an ENT doctor or family doctor. (2016: 68%)
56% got positive medical advice from the ENT or family doctor (drop out rate=20% / 2016: 18%).
61% of the GP consultations referred to an ENT, 7% recommended no action (2016: 9%).
33% of ENT consultations referred to an audiologist, 53% recommended to get a hearing aid, 20% recommended no action (2016: 20%).
A minority (13%) would be inclined to get a solution without professional support. Self adjustment is the most often mentioned reason for such asolution, followed by being fast and low cost.

Potential social cost-savings due to the use of hearing aids–––

Hearing aids are believed to have a positive impact on the job.
Hearing aid owners have a lower risk of being depressed.
Quality of sleep seems to improve if hearing impaired use hearing aids.

© Anovum 2022 - EuroTrak 2022

Seite 3

Summary – Analysis of hearing aid owners••

Hearing aid ownership, usage and accessories
–
–
–
–
–
–

45% of the currently owned HAs were bought in 2019 or later.
The average age of the currently owned HAs is 5.1 years.
The median age of hearing aids before replacement is 4 years.
On average, HAs are worn 8.9 hours a day.
63% of today’s hearing aid owners know their hearing aid brand by heart.
25% of the HA owners use an accessory/app for their hearing aids, 63% of those are satisfied with it.

––

51% have heard of remote fitting options. 7% of the HA owners have already used remote fitting.
Main reason to use it: It’s a modern way – Main reason not to use it: Preference of a personal visit

Importance of listening situations and satisfaction with HAs
–
–
–
–
–

•

55% of the hearing aid owners say their hearing aid works better than or as expected
74% of the HA owners are satisfied with their HAs (2016: 71%).
The more hours worn per day, the higher the satisfaction with the HA.
Satisfaction with newer hearing aids is higher than with older hearing aids.
Talking at home with family members, talking on a phone and conversations are the most important listening situations.

Positive impact of HAs––

Significant positive impact of HAs on different aspects: Especially Communication effectiveness, ability to participate in group activities and social life
improve with hearing aids.
94% of hearing aid owners declare that their hearing aids improve their quality of life at least sometimes.

© Anovum 2022 - EuroTrak 2022

Seite 4

Summary – Analysis of hearing impaired non-owners•

Reasons not to own/use HAs–

The main reasons for not using hearing aids are that people (think)
•
•
•
•

–

•

that hearing loss is not severe enoughthey hear enough in most situations
they think that hearing aids are uncomfortable
and they do not restore hearing to normal.

7% who own hearing aids don’t use them at all (0 hours); 15% use them less than one hour/day (0-1 hour).

Social rejection and triggers to buy––

66% of hearing aid owners feel that people never 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 (only 41% say they are never made fun of because of
their hearing loss).
The most important influencing factors to get a hearing aid are•••worsening hearing loss
doctors and significant others
price© Anovum 2022 - EuroTrak 2022

Seite 5

Detailed Results: Roadmap

1.

Introduction––

2.

Market overview
–
–
–
–
–

3.

Hearing aid ownership, awareness of hearing loss before getting hearing aids, lifetime of hearing aids and usage
Reasons for getting hearing aids sooner
Channels for getting hearing aids, recommendation of channel (NPS)
Awareness and usage of accessories
Remote fitting
Satisfaction with hearing aids and drivers
Importance of listening situations
Positive impact of hearing aids, safety due to 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
Solution without professional support
Potential social cost-savings due to the use of hearing aids: Work competitiveness, depressive symptoms, sleep quality, co-morbidities

Analysis of hearing aid owners
–
–
–
–
–
–
–
–

4.

Organisation of EuroTrak 2022
Recruitment process: In search of hearing impaired people

Reasons for not having hearing aids
Social rejection because of hearing loss compared to the acceptance of hearing aids
Most important triggers to buy

Appendix–

Demographics: Hearing instrument adoption rates and populations© Anovum 2022 - EuroTrak 2022

Seite 6

1. Introduction© Anovum 2022 - EuroTrak 2022

Page 7

Organisation of EuroTrak 2021

Organisation•••

Principal of the project EuroTrak 2022 is LFH.
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•

LFH and EHIMA may use the anonymous delivered tables, charts, reports and conclusions of the survey for further research projects, for archiving andpublication in any form whatsoever.

•

The raw dataset remains at Anovum. If the principal 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/2022/n=[relevant sample size]”•

Member companies of the principal can ask Anovum to further analyse the raw data in specific ways at their own expense.

© Anovum 2022 - EuroTrak 2022

Seite 8

Recruitment process: In search of hearing impaired people

Step 1: Screening interviews
Objective: Prevalence of hearing loss and hearing aid ownership

Process:
1.
2.
3.
4.

Representative sample with strict quotas that represent the overall population (Age/Gender interlocked; soft quota on region)
Contacts from large panelist pools
Screening questionnaire: Stated hearing loss and hearing aid usage + demographics
Result: Representative sample of n=13’801 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=573 hearing aid owners and n=736 hearing impaired non-owners© Anovum 2022 - EuroTrak 2022

Seite 9

2. Market overview© Anovum 2022 - EuroTrak 2022

Page 10

Prevalence of hearing loss and adoption rate

© Anovum 2022 - EuroTrak 2022

Page 11

Hearing loss and hearing instrument ownership by gender/age© Anovum 2022 - EuroTrak 2022

Page 12

Hearing loss prevalence Denmark
Self declared hearing loss
% hearing loss prevalence
10.9%
10.3%
10.0%
12.9%
12.1%
11.9%

Total
Total 18+

33.1%
33.9%
34.9%

74+
20.4%
22.5%
22.1%

65-74
12.4%
12.9%
12.2%

55-64
8.3%
8.1%
7.6%
7.6%
6.2%
5.9%
6.4%
5.7%
6.3%
4.3%
3.2%
3.5%
3.1%
3.2%
3.2%

45-54

35-44
25-34
15-24
<=14
0%

10%
EuroTrak 2022
Base: 13'801© Anovum 2022 - EuroTrak 2022

20%

30%

EuroTrak 2016
Base: 13'434

EuroTrak 2012
Base: 14'070

40%

50%

Page 13

Hearing aid adoption rate: 55% of hearing impaired have hearing
aid(s), 76% of them have binaural treatment% of hearing impaired
55.4%

Total

53.0%

77%

23%

76%

24%

78%

22%

78%

22%

47.8%
55.1%

Total 18+

54.1%
50.0%

65.4%

65+ years

66.3%
62.2%
40.1%

45-64 years

42.4%
41.0%
51.0%

-44 years

37.0%
27.0%
0%

10%

EuroTrak 2022
Base: 1'680© Anovum 2022 - EuroTrak 2022

20%

30%

40%

EuroTrak 2016
Base: 1'606

50%

60%

EuroTrak 2012
Base: 1'582

70%

0%

50%

100%0%EuroTrak 2016
HA owners (Base:877)

50%

100%

EuroTrak 2022
HA owners (Base: 934)
Page 14

Overview hearing loss prevalence and hearing aid adoption

55.4%

53.0%
47.8%

10.9%

10.3%

10.0%
4.8%

5.5%

6.0%

EuroTrak 2012

EuroTrak 2016

EuroTrak 2022

Hearing impaired (stated)© Anovum 2022 - EuroTrak 2022

HA Adoption rate (% of population)

HA Adoption rate (% of stated impaired)

Page 15

The more severe the hearing loss, the higher the adoption rate

100%
90%
80%
70%

63%

59%

45%

37%

24%

15%

60%
50%
40%
30%
20%

37%

41%

1

2

55%

63%

76%

85%

10%
0%

Hearing loss sixtile-groups

3

Hearing aid

4

No hearing aid

5

6
HA-non-owner, n=573
HA-owner, n=736* 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 2022 - EuroTrak 2022

Page 16

Hearing loss

Hearing loss characteristics: Owners compared to non-owners
HA-Non-owner
n=573

HA Owner
n=736

Hearing Aid
Adoption (%)

Ears impaired(stated)Unilateral loss

40%

17%

39%

Bilateral loss

60%

83%

67%

Mild

59%

23%

34%

Moderate

30%

47%

68%

Severe7%20%

Perceived loss

78%*

Profound
*c

b

“

v

4%
”

“

f

© Anovum 2022 - EuroTrak 2022

”b c

10%
t

ll
Page 17

Hearing tests and where hearing
is tested© Anovum 2022 - EuroTrak 2022

Page 18

Hearing Tests: 33% had a hearing test in the last 5 years (2016:38%). Most tests are done by ENTs.
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, neverWhere/how was your hearing tested?
Ear doctor (ENT)

12%

42%

Family doctor

21%

Private hearing clinic

37%
21%

17%

Hospital audiologist

Online test, smartphone app

Other

14%

2%

9%
work, school, health careprovider, military

31%
Don't know

Base=9’911© Anovum 2022 - EuroTrak 2022

7%

Base= 3’238

Page 19

The route to the hearing aid:
Sources of information and drop-out rates© Anovum 2022 - EuroTrak 2022

Page 20

ENTs are the most important sources of information and therefore themajor gatekeepers.
Where did you gather information about hearing aids?
34%

Ear doctor (ENT)

17%
19%

Internet research combined

13%
14%

Private clinic

8%

Conversations with friends, relatives already fitted with a hearing aid

7%

Family doctor

5%Internet research: websites of hearing aids manufacturers

5%Internet research: other websites, google…

6%

Internet research: websites of hearing aid clinics
Articles in magazines or newspapers
Print ads received in your mailbox

Other
I did not gather information about hearing aids
Hearing loss Total (n=1'309)© Anovum 2022 - EuroTrak 2022

6%

11%
11%

9%

49%

23%

18%

15%
15%

12%

8%
9%
8%
9%

4%
5%
3%
2%
3%
1%

3%
3%
2%
12%

Hearing aid (n=736)

33%
60%

Hearing loss but no hearing aid (n=573)
Page 21

Of those who discussed the hearing loss with a doctor, 57% talked to
an ENT firstThose 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 Ear, Nose andThroat specialist (ENT)?

58%

54%

43%

42%

46%

Total (n= 882)

Hearing aid (n=564)

Hearing loss but no hearing aid(n=264)57%

Ear, Nose and Throat specialist(ENT)Your family doctor© Anovum 2022 - EuroTrak 2022

Page 22

The route to the hearing aid

rop out:

2016: 32%

rop out:
rop out:
2016: 5%
2016: 18%

Base: n=1‘309© Anovum 2022 - EuroTrak 2022

Page 23

Much higher drop-out-rates for the lower hearing loss segments
rop out:
rop out:
rop out:

Top 50% hearing loss*

rop out:

rop out:
rop out:

Low 50% hearing loss*

Base: n=1‘309* 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 2022 - EuroTrak 2022

Page 24

Recommendations by profession

89%

61%
Referred to an ear doctor (ENT)53%

Referred to an audiologist
Recommended to get a hearing aid

33%

32%

20%
15%
7%

GP

© Anovum 2022 - EuroTrak 2022

Recommended no further action

2016:
20%

11%

2016:
9%

ENT

2016:
15%

Audiologist

Page 28

A minority (13%) would be inclined to get a solution without
professional support. Self adjustment is the most often mentioned
reason for such a solution, followed by being fast and low cost.
Would you be inclined to choose a Hearing
Solution which should not be fitted by aprofessional?

For what reason would you be inclined to choose a hearing solution
which should not be fitted by a professional (public or private)?
41%
45%

I want to be able to fit the sound myself whenever I want to36%

Hearing Loss Total(n=1309)

26%

61%

13%

30%
26%

I want a fast solution

35%
28%
27%
31%

I want a low cost solution

Hearing aid (n=736)

21%

64%

15%

26%
27%
25%

I want a solution that does not look like a hearing aid
17%
18%
15%

The professional system is too complex

Hearing loss but no hearingaid (n=573)

Don't know

31%

No

58%

Yes

11%

12%
15%

I do not want to spend time on finding out how I get
governmental reimbursement

7%11%

I do not want to go to an ENT doctor

16%2%None of the above
Hearing Loss Total (n=147)

Hearing aid (n=81)

9%
7%
12%

Hearing loss but no hearing aid (n=66)
Denmark specific question© Anovum 2022 - EuroTrak 2022

Page 29

Potential social cost-savings due to the use ofhearing aids: Work competitiveness, depressive
symptoms, sleep quality, co-morbidities© Anovum 2022 - EuroTrak 2022

Page 30

Work competitiveness: 87% 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?
13%

Of no use
Of some use

57%

30%

Of significant use

Base: n=172© Anovum 2022 - EuroTrak 2022

Page 31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 untreatedhearing loss tend to be less promoted intheir job

Hearing aid

Hearing loss, no hearing aid

Neutral12%

Rather agree

37%

55%

22%

Hearing loss, no hearing aid

Hearing aid
I think that people with an untreatedhearing loss tend to be under salaried

23%

Hearing loss, no hearing aid

Hearing aid
I think that people with an untreatedhearing loss tend not to get the job they
deserve

Rather disagree

15%

11%

34%

50%

27%

15%

16%
54%

31%
19%

Strongly agree

18%

10%

20%

8% 3%

18%

15%

24%

8% 3%

16%
20%

11%
4%
2%

Base: Hearing loss, no hearing aid n=368/ hearing aid n=402© Anovum 2022 - EuroTrak 2022

Page 32

General health problems: Hearing aid owners have a lower risk of being
depressed (PHQ-2 Screening) compared to impaired non-owners withcomparable hearing loss (Top50% hearing loss group*).
Depression symptoms:
PHQ-2 Screening:
In the last 2 weeks:• Little interest or pleasure• Feeling down, depressed, hopeless

Probability of major depressive disordervery highHearing aid 2%

Top 50% hearing loss, no hearing aid

medium53%

7%very low

45%

75%

18%

Base: hearing aid n=601 / top 50% HL, no hearing aid =107
*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 2022 - EuroTrak 2022

Page 33

General health problems: Compared to impaired hearing aid nonowners with significant hearing loss (Top50% hearing loss group*),hearing aid owners feel less exhausted in the evenings
Disagree strongly

Rather disagree

Hearing aid

15%

Neutral15%

Rather agree

30%Strongly agree

27%

13%

In the evenings I often feel physicallyexhausted
Top 50% hearing loss, no hearing aid 4%

Hearing aid

In the evenings I often feel mentally
exhausted

Top 50% hearing loss, no hearing aid

18%

23%

12%

14%

16%

27%

22%

26%

36%

26%

19%

17%

12%

29%

Base: hearing aid n=583 / top 50% HL, no hearing aid =104
*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 2022 - EuroTrak 2022

Page 34

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?

32%
53%

No

Yes
68%

47%

Top 50% hearing loss, no hearing aid(n=107)© Anovum 2022 - EuroTrak 2022

Hearing aid (n=601)

Page 35

Hearing impaired think that depression and sleeping disorders are most
likely linked to one’s hearing loss
Please tick all of the health issues below which you think could be linked to one’s hearing loss.
21%

Depression

15%

Sleeping disorder

12%

Dementia

10%High blood pressure
Diabetes

6%

Poor eyesight5%

Back problems
Hearing loss is not linked toany of those health issues

3%

63%

Hearing impaired, n=1’309© Anovum 2022 - EuroTrak 2022

Page 36

3. Analysis of hearing aid owners© Anovum 2022 - EuroTrak 2022

Page 37

Hearing aid ownership, awareness of hearing loss
before getting hearing aids, lifetime of hearing aids
and usage© Anovum 2022 - EuroTrak 2022

Page 38

Low adoption rates within mild hearing loss

Statedhearing loss(% of impaired
population*)

Adoption rate %

2%

(8%)

Profound

6%

78%*
Severe(14%)

Moderate

(40%)

Mild

(38%)

3%11%

13%

25%

27%

13%

68%

34%

Base: n=1‘309
Sums can differ from 100% due to rounding
*c b
“ v ”
“ f
”b c
© Anovum 2022 - EuroTrak 2022tllPage 39

45% of the currently owned HAs were acquired in 2019 or later
RICs are the most often purchased type of HAs by far.
Year of purchase

Type of HA
100%
100%

68%

72%

77%

78%

82%

63%

Behind the ear hearing aid
with a tube and earpiece

62%
55%

57%

45%

In the ear hearing aid

20%
8%

47%

36%

37%

22%

CI

2%

Other

4%

don't know

4%

23%

7%

2022

Behind the ear hearing aid
with speaker in the ear
connected by a thin wire

8%
2021

2020

2019

2018

2017

2022 (n=701)

2016

2015

2014

2013

2012

2011 orearlier

2016 (n=690)
HA-owner, n=736

Age of currently owned HAs (Mean):2022: 5.1 years
2016: 4.2 years© Anovum 2022 - EuroTrak 2022

Page 40

On average 3 years pass between becoming aware of the hearing loss
and the purchase of hearing aids. Hearing aids are used for 4-6 years
before they are being replaced.
Current HAs = first HAs?

How many years did you own your previous HAs?

11%

49%

Yes
No

1-3 years

51%

79%
4-6 years

7-10 years

7%3%

Age of HA before it has
been replaced:2022: 4 years (median)
2016: 4 years (median)

11 years or longer

Base: n=364

HA-owner, n=736

Thinking back before you acquired your first hearing aid: How many years
have passed since you became aware of your hearing loss until you acquired a hearing aid?
21%

1 year32%

2 years

3 years

19%

18%

11%

4-6 years

more than 6 years

2022: Mean
3 years

Base: n=285© Anovum 2022 - EuroTrak 2022

Page 41

54% of all HA owners think they should have gotten their HAs sooner!
Main reason is missing out on social life.
Thinking back before you obtained your firsthearing aid(s): do you think, you shouldhave gotten them sooner?

IF YES:
What are the reasons why you think you should havegotten your hearing aid(s) sooner? What are theopportunities you think you have missed because of this?
Please tick all that apply

Better social life

Yes
No

46%

69%

Better performance at work

31%

54%
Less fatigue in the evening

27%

Better mental/emotional health

26%

Other opportunity

7%

HA-owner, n=736
Base: n=393© Anovum 2022 - EuroTrak 2022

Page 42

90% received some kind of 3rd party reimbursement. Information
deficit non-owners: Only 45% know whether government/insurance
would pay
Owners: For the purchase of your hearing
aid and for hearing services, which of thesebest describes how you paid for them?

Non-owners: Based on your current knowledge,
would any part or all of your hearing aid(s) be paid
for by a third party ?

3%
7%
35%
27%

45%

63%
Yes, completely

20%

Yes, partly

Yes

No

No

I don't know

I don't know

HA-owner, n=736© Anovum 2022 - EuroTrak 2022

HA-non-owners, n=573

Page 43

Owners prefer the Public sector and Private clinics to obtain hearing
aids. Non-owners tend to ENTs and the Public sector.
OWNERS:
Where was your most current hearing aid
obtained?

Public hearing clinic/hospital

NON OWNERS:
If you were to get hearing aids, wherewould you go?

47%

Private hearing clinic

36%

ENT

14%

Public hearing clinic/hospital

Private hearing clinic

13%

ENT

Other

1%

Other

Don't know

2%

Don't know

HA-owner, n=736

25%

30%

1%

32%

HA-non-owner, n=573
Denmark specific question© Anovum 2022 - EuroTrak 2022

Page 44NPS place of purchase
Recommendation intention of the place where the hearing aid(s) wereobtained is good, with a positive NPS score of 20.
Considering your complete experience, how likely would you be to recommend the place where
you obtained your hearing aids to a friend or colleague?

DETRACTORS
28%

PASSIVES
24%

PROMOTERS
48%

37%

3%

1%

2%

1%

3%

0

1

2

3

4

10%

5

6%

6

0=not at all likely

11%

14%

11%

7

8

9

10
10=extremely likely

NPS = PROMOTERS – DETRACTORS = 20

HA-owner, n=736© Anovum 2022 - EuroTrak 2022

Page 45

On average, HAs are worn 9.1 hours a day

How many hours a day are HA worn?

cumulative %95%

HA worn:2022 Mean: 9.1 hours/day
2016 Mean: 9.1 hours/day

20%
82%

18%

65%

14%
54%

12%
9%

10%
9%
8%

37%

7%

6%

13%

64%

46%
9%

6%

35%

5%
4%

4%
2%

54%

48%

10%
8%

In the drawer (0 hours):
2022: 7%
2016: 8%

73%

16%

16%

20%

23%

3%

26%

31%

4%

3%

3%
2%

2%

7%

0%

0%
0 hours >0-1
hours

2%
1%

>1-2
hours

>2-3
hours

>3-4
hours

>4-5
hours

>5-6
hours

>6-7
hours

>7-8
hours

>8-9
hours

>9-10 >10-11 >11-12 >12-13 >13-14 >14-15 >15-16 >16-17 >17hours hours hours hours hours hours hours hours hours

HA-owner, n=736© Anovum 2022 - EuroTrak 2022

Page 46

63% of today’s hearing aid owners are aware of their hearing aid
brand.
Are you aware of the brand of your hearing aid(s)?

63%Yes, I know it by heartNo, but I could find out
16%

No, and can't find out

20%

HA-owner, n=736© Anovum 2022 - EuroTrak 2022

Page 47

25% of the HA owners use an accessory/app for their hearing aids,
63% of those are satisfied with it.
Have you been informed by your hearing care professional about hearing aid accessories, such as TVStreamer/ Apps / Remote Control / etc. ? (HA owners, n=736)
53%

Yes

38%

No

9%

don't know / no answer

Do you personally use accessories for your hearing aids (TV-Streamer/ Apps / Remote Control/ etc.) ? (HA owners, n=736)
25%

76%
Yes

No

IF ACCESSORIES USED (n=167):
Overall, how satisfied with the performance of your accessorie(s)?
1%
1%

15%

very dissatisfied

21%
dissatisfied© Anovum 2022 - EuroTrak 2022

somewhat dissatisfied

16%
neutral25%
somewhat satisfied

satisfied22%
very satisfied

Page 48

51% have heard of remote fitting options. 7% of the HA owners havealready used remote fitting.
Have you ever heard of Remote fitting for yourhearing aids? (Remote fitting: enables your hearing care

professional to fit and fine-tune hearing aids from a distance (in realtime via video chat via an app), so that you don't need to leave yourhouse to get your hearing aids adjusted)

How were you better helped with remote fitting? (n=89)
It is a modern easy to use solution for me

44%

It Allows to optimize settings for my real life situations

27%

I can save time, hassle and costs when I do not have to got to thehearing clinic

23%

I feel that there is easier access to the hearing clinic
It is more save in a pandemic situation we are in
Other

Yes, I have used it

51%

Heard of it but neverused itNo, never heard of it

20%
4%
2%

Don't know

16%

Why didn’t you use remote fitting? (n=231)
I prefer personal visits where I can hear and see the hearing carespecialist33%

No particular reason

7%

42%

HA-owner, n=736

It is technically challenging

12%

I do not have a phone/tablet that is compatible

12%

I don't think that my problems can be solved this way

10%

I am anxious of what happens to my personal data

9%

My Hearing Specialist does not recommend it

9%

Other

© Anovum 2022 - EuroTrak 2022

29%

Denmark specific question

6%

Page 49

Satisfaction with hearing aids and drivers© Anovum 2022 - EuroTrak 2022

Page 50

84% of the hearing aid owners say their hearing aid works better thanor as expected
How have the expectations you had towards hearing aids before trying them on for the first time been met?

16%
29%

Hearing aids work better than I expected
Hearing aids work as I expected
Hearing aids work worse than I expected

55%
Base: n=736© Anovum 2022 - EuroTrak 2022

Page 51

Overall satisfaction with HA: 74% of hearing aid owners are satisfied
with their hearing aid(s)% Satisfied

2016 2022
Total HA-Owner

HA up to 3 years old

3%2%

6%

15%

3%1% 6%

12%

HA older than 3 years

3%2%

HA worn up to 4 hrs/day

9%

7%

1%4%
HA worn 4-8 hrs/day 1%

14%

0%5%
HA worn more than 8 hrs/day 2%

11%0%very dissatisfied© Anovum 2022 - EuroTrak 2022

23%

7%

21%

16%

10%
dissatisfied

27%

26%

31%

25%

13%

27%

23%

15%

13%

30%

22%
30%

20%

20%

29%

20%

24%

21%

31%
40%

somewhat dissatisfied

50%
neutral

30%
60%

70%

somewhat satisfied

80%
satisfied

90%

71%

74%

76%

78%

71%

72%

49%

48%

70%

80%

81%

82%

100%

very satisfied
Page 52

Satisfaction with current hearing aids

-100%-80% -60% -40% -20% 0%
Dispenser

20% 40% 60% 80% 100%

Professionalism of audiologist

5%

87%

Quality of service during hearing aid fitting period

5%

86%

Quality of audiologist counseling

6%

84%

Quality of service after purchase

7%

83%

Clearness of tone and sound

9%

75%

Natural sounding

11%

74%

Richness or fidelity of sound

10%

74%

Sound quality
signal process.

Comfort with loud sounds

15%

+2%
-1%
-1%
-1%
+/-0%
+1%
+3%

68%

-1%

Ease of changing battery

5%

Visibility to others

8%

84%

Reliability

7%

83%

Value (performance versus money spent)

6%

83%

Overall fit/ Comfort

13%

Battery life

12%

74%

Managing whistling/feedback/buzzing

13%

73%

Product
features

Trend*

88%

78%

+1%
+2%
+2%
+7%
+1%
-2%
+1%

%dissatisfied= % very dissatisfied + % dissatisfied + % somewhat dissatisfied%satisfied= % somewhat satisfied + % satisfied + % very satisfied*% of satisfied HA owners compared to 2017
© Anovum 2022 - EuroTrak 2022

dissatisfied

satisfied

HA-owner, n=543
Page 53

Satisfaction with current hearing aids

,100% ,80% ,60% ,40% ,20% ,0% ,20% ,40% ,60% ,80% ,100%
Listeningsituation

Trend*

Conversation with one Person

7%

84%

+/-0%

At home with family members

6%

81%

+5%

When riding in a car

7%

81%

+2%

In the workplace

10%

80%

+8%

Outdoors

10%

80%

+6%

In a store, when shopping

7%

80%

+5%

At a movie theater

9%

79%

+5%

Listening to Music

9%

79%

+4%

Conversation in small groups

12%

78%

+5%

On the telephone

11%

77%

+6%

Watching TV

12%

76%

Leisure activities

18%

75%

When talking to children

12%

75%

In school or a classroom (as an observer or student)

18%

74%

+5%

11%

71%

+2%

Conversation in large groups

21%

69%

+3%

Use in noisy situations

12%

taa app

In a larger lecture hall (e.g., theater, concert hall, place of…

63%

+3%
+7%
+2%

+5%

%dissatisfied= % very dissatisfied + % dissatisfied + % somewhat dissatisfied%satisfied= % somewhat satisfied + % satisfied + % very satisfied*% of satisfied HA owners compared to 2017
© Anovum 2022 - EuroTrak 2022

dissatisfied

satisfied

HA-owner, n=543
Page 54

Factors influencing satisfaction with current HA: Reliability, soundquality and signal processing are most important for overall satisfaction
with HA
Influence on overall satisfaction with HA*

HA Clinician

Sound quality
signal processing

Product features

Quality of service after purchase
Quality of service during hearing aid fitting period
Quality of audiologists counseling
Professionalism of audiologist

0.63
0.61
0.60
0.59

Clearness of tone and soundRichness or fidelity of soundNatural sounding
Comfort with loud sounds

0.74
0.73
0.72
0.69

Reliability
Value (performance versus money spent)Overall fit/ Comfort
Managing whistling/feedback/buzzing
Visibility to others
Ease of changing battery
Battery life

0.74
0.64
0.64
0.63
0.57
0.53
0.45

*The Influence has been calculated with a correlation: 0 means no relation between a criterion and overall satisfaction, 1 means a maximal relationship.

© Anovum 2022 - EuroTrak 2022

Page 55

Important listening situations

In which of these situations is it most important for you to hear well?
(choose up to 5)50%

At home with family members
47%

When talking on a phone44%

In conversations with small groups
38%

In conversations with 1 person
In conversations with large groups

33%

In noisy situations

33%
32%

When watching TV with others
29%

When talking to children
26%

In the workplace
20%

In a larger lecture hall (e.g., theater, concert hall, place…
15%

When riding in a car
12%

In a store, when shopping

10%

When listening to music

10%

uring leisure activities (e.g., exercising, taking a walk,…
Outdoors

8%

In school or a classroom (as an observer or student)

7%

At a movie theater

7%© Anovum 2022 - EuroTrak 2022

Hearing loss Total (n=1'309)
Hearing aid (n=736)
Hearing loss but no hearing aid (n=573)
Page 56

Positive impact of hearing aids, quality of life

© Anovum 2022 - EuroTrak 2022

Page 57

Significant positive impact of HAs on different aspects: Especially
Communication effectiveness, ability to participate in group activities
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).
Overall ability to communicate more effectively in most situations

4%

Ability to participate in group activities

6%

36%

37%

19%

Social life

4%

38%

38%

17%

30%

42%

20%

Relationships at home3%

Relationships at work3%

Physical health

5%

47%

28%

17%

Sense of safety

3%

50%

29%

17%

29%

16%

45%
46%

32%

17%

31%

17%

Mental/emotional health5%

Feelings about yourself

5%

50%

27%

15%

Confidence in yourself

3%

52%

25%

16%

Mental ability

3%

54%

25%

14%

Sense of independence

4%

54%

24%

15%

47%

a lot worse

worse

the same

bettera lot better
HA-owner, n=736© Anovum 2022 - EuroTrak 2022

Page 58

Impact of HAs is perceived more positive by patients with a Top 50%
hearing loss in most aspects% of HA owners feeling better/a lot better

66%
57%

60%
51%

52%

59%

50%

50%

49%

47%

45%
43%

54%

49%

44%

47%
42%

Low 50% hearing loss (n=243)© Anovum 2022 - EuroTrak 2022

39%

40%

40%

36%

38%

31%
32%

Top 50% hearing loss (n=389)

Page 59

51% of the hearing aid owners feel more confident moving in a city
since wearing hearing aids!
Since wearing a hearing aid, do you feel more confident moving in a city, e.g.
because you hear traffic signals/vehicles approaching?

Yes

49%

No

51%

Base: n=736© Anovum 2022 - EuroTrak 2022

Page 60

Also 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

3%Social activities together with Person 2%

9%

40%

6%

61%

Personal relationship with Person 1% 4%

Quarrels/disputes with Person 2%

0%

35%

24%

69%

6%

13%

18%

70%

10%

20%

a lot worse

30%

8%

40%

worse

8%

16%

50%

the same

60%

70%

better

80%

6%

90%

100%

a lot better

Someone in HH / parent has HA, n=661© Anovum 2022 - EuroTrak 2022

Page 61

94% of hearing aid owners declare that their hearing aids improve their
quality of life at least occasionally
How often do your hearing aids improve your quality of life?

36%

6%
Never

Rarely22%

36%

Occasionally
Regularly

Base: n=736© Anovum 2022 - EuroTrak 2022

Page 62

4. Analysis of hearing impaired non-owners© Anovum 2022 - EuroTrak 2022

Page 63

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

HA-Non-owner Low 50% HL

Non-owner Top 50% HL

Unilateral loss

17%

44%

32%

Bilateral loss

83%

56%

68%

n=736

n=286

n=136

Ears impaired (stated)

Perceived loss

More similar hearing loss-structure

Mild

23%

67%

24%

Moderate

47%

25%

53%

Severe

20%

6%

14%

Profound

10%

3%

9%

© Anovum 2022 - EuroTrak 2022

Page 64

Top 10 reasons for not having a hearing aid (I/II)

Hearing loss not severe enough32%

Hear well enough in most situations

28%

30%

Uncomfortable

39%

29%

34%

41%

20%

They do not restore your hearing to normal

30%

They do not work well in noisy situations

31%

18%

Have tinnitus (ringing in ears)

32%

15%

46%

22%

48%
51%

53%

Have hearing loss only with low frequency sounds

23%

21%

56%

Have more serious priorities

25%

18%

58%

Ear doctors opinion (ENT)

32%

9%

58%

Cannot afford a hearing aid

31%

10%

59%

ReasonSomewhat a reason

Not a reason

Base: non owners Top 50% HL: n=136© Anovum 2022 - EuroTrak 2022

Page 65

Less important reasons for not having a hearing aid (II/II)

Bad design

20%

Have hearing loss only with high pitch sounds

19%

21%

59%

20%

61%

Have not had hearing tested yet

23%

15%

63%

Family doctors opinion (GP)

24%

12%

64%

Have Sensor-neural hearing loss (nerve deafness)

24%

12%

64%

Have hearing loss in only one ear

21%

Hearing Care Professional/Audiologists opinion

14%

18%

Have tried hearing aid and they do not work

65%

16%

23%

65%

6%

71%

Do not admit I have a hearing loss in public

13%

15%

72%

Another hearing aid owners opinion

12%

16%

72%

Would be embarrassed to wear a hearing aid

14%

14%

73%

Do not know where to get hearing aids

14%

Do not trust Hearing Care Professional/Audiologist
Social / Family opinion such as child, spouse, friend

10%

10%
5%

75%

11%

79%

12%

83%

I have vision or dexterity problems

9%

8%

84%

Hearing problem requires surgery

11%

5%

85%

Had surgery - hearing aids wont help

8%

3%

88%
ReasonSomewhat a reason

Not a reason

Base: non owners Top 50% HL: n=136© Anovum 2022 - EuroTrak 2022

Page 66

Social rejection because of hearing loss compared tothe acceptance of hearing aids

© Anovum 2022 - EuroTrak 2022

Page 67

66% of hearing aid owners feel that people never 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?
7% 3%

Hearing impaired non-owners:
How often do you feel you are made fun of or
rejected because your hearing loss?
3%
19%

Never

24%

41%

RarelyOccasionally66%

Regularly

38%

Base: n=736© Anovum 2022 - EuroTrak 2022

Base: Top 50% hearing loss, no hearing aid n=136

Page 68

Most important triggers to buy© Anovum 2022 - EuroTrak 2022

Page 69

The most important influencing factors to get a hearing aid areworsening hearing loss, doctors and significant others (+price,
insurance coverage for the non owners)
Owner: Thinking back to when you obtained your first hearing
aid(s), what influenced you to obtain /purchase the hearing aid(s)?

Non-owner: What do you think would influence
you to obtain / purchase a hearing aid ?
42%

Hearing loss gets/got worse
32%

ENT/ Ear Doctor
SpouseFree due to coverage by Insurance / Received hearing aid free of charge
GP /Family doctor

19%
16%

Relative, friend

16%
17%

Price of hearing aid

4%

Child
Another hearing aid owner (word of mouth)

Safety concerns
Hearing Care Professional / Audiologist
Co-worker or boss
Financial Situation improved
Information/advice about hearing loss from consumer organisation or charity
Internet: Websites of hearing aid clinics
TV advertisement
Newspaper advertisement
Internet: Websites of hearing aids manufacturers
Hearing loss article or literatureRadio advertisement
Magazine advertisement
Internet: Other websites, google…
Direct mail piece
Telemarketing phone call
Celebrity or public personality© Anovum 2022 - EuroTrak 2022

8%
5%

14%
12%

29%

34%
34%

63%

39%

25%
26%

18%

10%
9%

3%
5%
7%
3%
9%
2%
8%
4%
2%
4%
2%
4%
1%
3%
2%
2%
3%
3%
1%
3%
1%
2%
2%
2%
1%
2%
0%
1%
0%

Hearing aid (n=736)
Hearing loss but no hearing aid (n=573)

Page 70

The most important trigger to get a hearing aid is worsening hearing
loss, free hearing aids, ENTs and the spouse.
What made you finally decide to get your actual hearing aid(s)?
Hearing loss got/gets worse

22%Free due to coverage by Insurance /Received hearing aid free of charge

20%

ENT/ Ear Doctor

15%

Spouse13%

Hearing aid dispenser / Audiologist

5%
Hearing aid owner (n=736)

Friend / relative

4%

Child

3%

GP /Family doctor

3%

Another hearing aid owner (word of mouth)2%

Newspaper advertisement2%© Anovum 2022 - EuroTrak 2022

Page 71© Anovum 2022 - EuroTrak 2022

APPENDIX© Anovum 2022 - EuroTrak 2022

Page 73

Demographics (1) Hearing instrument adoption rates and populations© Anovum 2022 - EuroTrak 2022

* Small sample sizes in some categories

Page 74

Demographics (2) Hearing instrument adoption rates and populations© Anovum 2022 - EuroTrak 2022

* Small sample sizes in some categories

Page 75

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 in 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+- 9.9100+- 9.8+- 7.0250+- 6.2+- 4.4500+- 4.4+- 3.1

1’000+- 3.1+- 2.25’000+- 1.4+- 1.0

10’000+- 1.0+- 0.7© Anovum 2022 - EuroTrak 2022

Seite 76