Who is the Modern Hearing Care Customer?

The hearing care market has evolved rapidly over the last decade—but has our understanding of the modern hearing care customer kept pace?

Traditionally viewed as a narrow demographic (retired, older, and offline), today’s hearing care customers are more diverse, more empowered, and increasingly influenced by digital and social environments—even if the final purchase doesn’t happen online.

Not Just “Seniors”: The Changing Face of Hearing Care

While the majority of hearing care customers are over the age of 60, it’s a mistake to assume they’re all the same. There are distinct segments:

• Independent seniors actively researching options and managing their own health
• Adult children booking tests or home visits on behalf of parents
• Younger consumers (aged 45–60) showing early signs of hearing loss but not yet ready to act

Mindset Over Age

The real variable is mindset—not age. Some over-70s are tech-savvy, digitally engaged, and highly responsive to SMS and email, while others rely more on direct mail, family recommendations, or in-store leaflets.

Understanding how they consume information is just as important as what you say.

The Role of Multichannel Influence

While the final sale might come through a call centre or in-person visit, the journey often starts elsewhere:

• A Facebook ad seen by a daughter
• A direct mail piece that sits on the kitchen table
• A follow-up SMS reminder
• A well-timed email referencing convenience or urgency

Today’s customer doesn’t just follow a funnel – they bounce across touchpoints.