But audiologists warn the savings may come at a cost because buying online bypasses the medical evaluation required by the Food and Drug Administration, and the custom services often needed to fit the hearing devices to the particular individual.

"A hearing aid is only as good as the professional who evaluates the patient, chooses the best technology, fits the hearing aid and, perhaps most importantly, offers training and follow-up," said Richard Gans, president of the American Academy of Audiology.

If you don’t feel comfortable purchasing a hearing aid online, at the very least the Internet is useful for researching the kinds of hearing aids available on the market today.

Just as eyesight can change over time, so can audio acuity. "If you think you need a different hearing aid from the one you have now," said AARP consumer expert Sally Hurme, "you probably need a new hearing test."

Some experts recommend that those who opt for a full evaluation see a physician first to determine whether their hearing loss is a sign of another problem, like an infection or a tumor.

A certified and licensed audiologist can test your hearing and determine how to correct the problem, according to Tina Mullins, director of Audiology Adult Practice at the American Speech-Language-Hearing Association. The audiologist or a hearing aid dispenser—a professional who provides care and sells aids—can provide custom-fitted hearing aids and follow-up care.

Follow-up is important because a poorly adjusted hearing aid can be uncomfortable or even damage the ear. The wrong amplification may make loud sounds painful, and not necessarily clearer, Mullins said.

If the cost seems prohibitive, there are ways to save. Although Medicare, and most insurance companies, don’t cover hearing aids, Medicare does cover diagnostic tests. In addition, certain government agencies or civic organizations may offer financial help, said Sergei Kochkin, executive director of the Washington-based Better Hearing Institute, a nonprofit organization financed by hearing aid manufacturers.

The Internet is useful for researching the kinds of hearing aids on the market, and for keeping up with new technology. However, consumers who buy online need to make sure they thoroughly investigate the vendor’s reputation, return policy and warranty.

They can get information from corporate Web sites and the Better Business Bureau. The Federal Trade Commission also publishes guidelines called "Sound Advice on Hearing Aids."

In the long run, financial help in purchasing hearing aids for the hard of hearing may be in sight. Congress is considering a bill to provide a $500 tax credit for each hearing device purchased, once every five years, for those 55 and older or parents and guardians of children 18 and younger.

If you are not hearing as well as you used to, you’re not alone. The number of people that could hear much better with a hearing aid is increasing. Baby boomers, in particular, are increasingly becoming aware that they may have premature hearing loss.

Experts agree that noise-induced hearing loss is to blame for what 40-50 year olds aren't hearing. But, about 60 percent of those who need hearing aids go without them.

There are a host of reasons why older people put off getting their hearing tested. It might be concern for the cost, or the way they look with a hearing aid. Denial that our bodies aren't working quite as well as in the past could also play a part. Or we might not know how to start the whole process.

There are several important things to keep in mind as you begin doing something about your hearing:

• Remember, you are shopping for a hearing health care professional, not a particular product. Because of the great variety of manufacturers, styles, sizes and options, you will need to rely on an expert to make recommendations for your particular needs. Your neighbor's eyeglass prescription wouldn't work for you, and neither would her hearing aid.

• Unlike most purchases, you can't just walk into a store and pick out a hearing aid. You are buying an expensive piece of electronic equipment that an expert should adjust to your specific hearing needs.

• Finding the right hearing care is critical. Professionals that provide hearing health care and sell hearing aids are generally called "hearing aid dispensers." They may be audiologists or hearing aid specialists, depending on their level of education. Audiologists have advanced degrees.

• Before purchasing a hearing aid, interview several dispensers. Ask about their education, experience, services, and follow-up care. Make sure they offer products from a number of manufacturers so you have a wide choice of options. Check with state licensing boards, consumer protection agencies, or the Better Business Bureau for any unresolved complaints about the hearing aid dispenser you are considering using.

• And, make sure you understand the pricing. Some dispensers will bill separately for testing, the hearing aids and other services. Most quote one price that includes many services, as well as the hearing aids themselves.