The changes may be gradual at first. You may have difficulty following a conversation when there's noise, such as traffic, in the background. You ask others to repeat themselves frequently. Or perhaps you keep turning up the volume on your radio or television. These are the classic signs of hearing loss.

Experts say that outdated stereotypes associated with hearing loss may explain why many hard-of-hearing people wait an average of 7 years before seeking help.

Concerns about looking old, fear of appearing less functional and lack of knowledge about the latest in hearing solutions are among the top concerns of Americans with hearing loss, according to a survey of hearing care professionals sponsored by Oticon, Inc., one of the world's leading manufacturers of hearing instruments.

"Given that hearing loss is the number one disability in America, these findings are significant," says Mikael Worning, president of Oticon, Inc. "It's interesting that people now openly discuss and seek help for diseases and disabilities that were once 'unmentionable,' but not hearing loss. The challenge is to change outdated and hurtful misconceptions of what it means to have a hearing loss."

Recent advances in technology have made it possible for those with hearing loss to overcome many of these concerns. Changes that have improved the sound quality, comfort and appearance of hearing aids have eliminated many of the challenges hard-of-hearing people used to face when seeking help.

Voice-activated hearing aids, like the new Adapto, are one option. With the aid of a tiny computer chip -- virtually a "computer in the ear" -- Adapto zeroes in on speech and processes it for maximum clarity. When no speech is present, the hearing aid automatically turns down the volume so users avoid the fatigue that can result from constant background noise.

Hearing aids, like Adapto, also enable hearing care professionals to involve the hard of hearing person more closely in the fitting process, taking their individual needs and preferences into account.

There are many good reasons to seek help for hearing loss. Studies have shown that those who wear hearing aids are more likely than non-users to be involved in community and social activities and have healthier family relations, better mental health and greater levels of confidence.

To learn more about hearing loss, and options for treatment, contact your hearing care professional. For more information about the Adapto hearing instrument, visit www.adapto.oticonus.com.