The U.S. hearing-aid and audiology device market was valued at over $5.7 billion in 2011. Technological advancements in cochlear implants, bone-anchored hearing-aids and the introduction of wireless Bluetooth® capability from Starkey, GN Resound and Cochlear America is expected to fuel this market to almost $8 billion in annual sales by 2018. According to iData Research, the cochlear implant and bone-anchored hearing-aid segments were the fastest-growing in the overall market. This is due to technological advancements in device size, sound quality and a historically low adoption rate, which is expected to increase with patient awareness campaigns. In addition, emerging bone-anchored hearing-aid competitors such as Sophono and Sonitus Medical are expected to drive down traditionally higher prices set by Cochlear America and Oticon.