Analog hearing aids convert sound to an electrical signal and amplify it. Analog hearing aids come in basic and advanced technology. Advanced analog hearing aids can have multiple programs for different listening environments as well as directional microphones for improved hearing in noise. Advanced analog hearing aids can perform as well, or, in some cases, better than digital hearing aids. The digital hearing aid market has changed significantly over the past year or two. Digital hearing aids now account for approximately 50% of hearing aids sold in Canada. In British Columbia, this percentage is much higher. Hearing aid manufacturers are attempting to phase out analog hearing aids from the market, and, instead, offer different levels of digital hearing aid technology. Basic-level digital hearing aids cost the same, or less than basic analog hearing aids. Digital hearing aids contain a computer chip in them, like a computer, that converts sound into a special code before amplifying it. Digital hearing aids are not all created equally. They range from basic digital hearing aids that perform similarly to basic analog hearing aids, to advanced digital hearing aids whose potential capabilities are seemingly endless. Digital hearing aids have the capability to not only amplify sound, but to analyze and manipulate it as well. The most advanced digital hearing aids can, for instance, determine if the sound is speech or noise, and if it is noise, determine what direction it is coming from, and then attempt to reduce it. They can also enhance speech. This is digital sound processing (DSP), and it is designed to improve speech understanding in noisy situations. Digital hearing aids may have additional features, such as a low-battery indicator or beep, feedback reduction capabilities, directional microphones, and multiple programs for different listening environments. If your hearing loss is very unusual, or you are very sensitive to loud sounds, a digital hearing aid can also offer improved comfort for loud sounds while maintaining audibility for soft sounds. Most hearing aids, regardless of technology, perform well in quiet situations. The main advantage of mid-range and advanced hearing aid technology is better hearing in noisy situations. The best hearing aids for you depend largely on your expectations (i.e. Do you want hearing aids to reduce background noise?), your lifestyle (i.e. Are you active? Do you attend meetings, work, lectures or have frequent social gatherings?), your experience (i.e. Do you currently have hearing aids, and if so, are you happy with them?), your hearing loss (i.e. Do you have an unusual hearing loss configuration and/or are you very sensitive to loud sounds?) and your budget (i.e. Can you afford advanced hearing aids?).