Key observation #2 – Boomers, cont’d Boomers are the primary target audience • 72% use a cell phone • 74% use the internet • 62% have broadband at home • 43% have wireless home network • 50% of expect to live until they’re 90 • When buying hearing aids – 65% of those accompanied by a significant other purchased; only 35% of those unaccompanied purchased • Key: Get Boomer’s and significant other in store together Sources: Pew Internet & American Life Project 4