Survey

For years, hearing aids have carried a reputation problem: expensive, inconvenient, imperfect and, for some, emotionally loaded. But a new market research report from HearingTracker and CapVal AG suggests that the lived experience of hearing aid users may be more positive than many non-users assume.

The HearingTracker Survey 2026, conducted in partnership with the University of Colorado Boulder, gathered responses from 1,911 people, including 1,274 hearing aid buyers, 623 non-buyers, and a small number of respondents outside those two primary groups. Its headline finding is clear: hearing aids appear to be working for most people who use them. Among buyers, 79% said they were satisfied or very satisfied, 82% described their hearing aids as helpful or very helpful in daily life, and roughly two-thirds reported significant or substantial hearing improvement.

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That is the encouraging big picture. But the report also points to a more complicated market: one where professional fitting still matters, brand leadership does not always equal satisfaction leadership, and a large group of potential users remains unconvinced.

High Satisfaction, but a Long Road to Adoption

One of the report’s most striking themes is the gap between adoption and outcomes. Buyers reported waiting an average of 3.8 years between learning they had hearing loss and purchasing hearing aids. Yet once people did buy, most reported clear benefits. The implication is hard to miss: the industry may not simply have a technology problem; it has a timing, trust, and perception problem.

The survey also challenges assumptions about why people delay care. Cost remains an obvious barrier — the average amount paid was $2,706, and nearly half of buyers had no insurance coverage — but the report suggests money is not the whole story. For non-buyers, one of the most distinctive barriers was “not wanting to rely on help.” In other words, hearing aids may still be perceived by some as a symbol of dependence, rather than a tool for maintaining independence.

That finding could reshape how providers, manufacturers and advocates talk about hearing care. The report recommends reframing hearing aids less as medical “assistance” and more as technology that helps people stay active, connected and self-reliant.

The report also shows that the non-buyer population is not simply a slightly earlier version of the buyer population. On average, non-buyers were 12 years younger than buyers, more likely to be female, to have lower household income, and to report fair or poor health. They also tended to have milder hearing loss: the overwhelming majority of non-buyers (87%) reported mild or moderate hearing loss. That creates both a challenge and an opportunity for earlier, more targeted education.

Brand Share and Hearing in Noise

On the brand side, the report offers a preview of competitive dynamics that will likely interest manufacturers and clinics. Phonak led in market share, followed by Oticon. But satisfaction was more tightly contested, with several brands scoring strongly across overall satisfaction, sound quality, value, and recommendation measures. ReSound, in particular, stood out in several satisfaction-related measures, including a high share of “very satisfied” users and strong reported improvement.

Still, the biggest unmet need appears to be universal: hearing in noise. Across brands, no brand exceeded 4.0 out of 5 for satisfaction in noisy environments, making it the report’s clearest industry-wide weakness. For a category built around helping people participate in conversations, that is a major finding — and a major opportunity. The company that makes meaningful progress in restaurants, gatherings and other complex listening environments could have a powerful advantage.

Professional Care and Hybrid Models Both Gain Ground

The report also reinforces the importance of professional care. Most buyers still purchased through in-person channels, and satisfaction was higher among those fitted by audiologists than those who self-fitted. Real-ear measurement, often described as a gold-standard verification method, was performed for about two-thirds of buyers; those who received it reported higher satisfaction than those who did not.

Online and hybrid models are not insignificant, however. The survey found that online purchasing has earned a meaningful place in the market and poses a growing challenge to the traditional in-person model. Nearly one in five hearing aids were purchased online, with additional buyers using hybrid online-plus-in-person channels. That suggests the market is no longer simply clinic versus consumer-direct. Instead, the future may involve a more blended path, where consumers research, compare, buy, and receive care across multiple touchpoints.

For consumers, the top-line takeaway is encouraging: modern hearing aids are helping most users. For providers and manufacturers, the deeper message is more strategic. The biggest growth may come not only from better devices, but from better explanations — especially for younger, milder-loss consumers who do not yet see themselves as “hearing aid people.”

The full HearingTracker Survey 2026 goes further, including detailed brand benchmarks, channel breakdowns, purchase criteria, fitting data, satisfaction drivers, and a closer look at what keeps non-buyers on the sidelines. For manufacturers, retailers, clinics, and investors trying to understand where hearing care adoption is headed, the report offers both a progress check and a roadmap for growth.

Want to see where your brand or channel stands?

The full HearingTracker Survey 2026 includes detailed consumer data across major hearing aid brands, retail channels, online sellers, discount networks, and professional care models.

Hearing Aid Brands

  • Phonak
  • Oticon
  • ReSound
  • Signia / Siemens
  • Starkey
  • Kirkland / Costco
  • Beltone
  • Miracle Ear
  • Rexton
  • Widex
  • Sonic
  • AGX
  • Sennheiser
  • Unitron
  • EarLens
  • Bernafon

Retail / Purchase Channels

  • Private Audiology Clinic
  • ENT / Medical Clinic
  • Costco Hearing Center
  • National Hearing Chain
  • VA Medical Center
  • Hospital Audiology Department
  • Primary Care Physician
  • Other

National Clinic Chains

  • Miracle Ear
  • Hearing Life
  • Beltone
  • HearUSA
  • AudioNova
  • Audibel
  • Connect Hearing

Online Retailers / DTC Brands

Discount / Insurance Networks

  • TruHearing
  • HearUSA
  • Amplifon
  • Hear.com
  • AudioNet
  • HCS
  • ZipHearing
  • Epic
  • Other

Insurers

  • Blue Cross Blue Shield
  • UnitedHealthcare
  • Aetna
  • Humana
  • Cigna
  • Other

For manufacturers, retailers, clinic groups, payers, investors, or industry partners, HearingTracker can provide custom analysis, brand benchmarking, channel insights, consumer segmentation, and survey-based research designed around your specific questions.

To request the full report or discuss a custom research project, contact HearingTracker at:
https://www.hearingtracker.com/contact

  • Abram Bailey, AuD

    Abram Bailey, AuD

    Founder and President

    Dr. Bailey is a leading expert on consumer technology in the audiology industry. He is a staunch advocate for patient-centered hearing care and audiological best practices, and welcomes any technological innovation that improves access to quality hearing outcomes. Dr. Bailey holds an Au.D. from Vanderbilt University Medical Center.