A new report has surfaced on the threat of MP3 players to youth hearing, based on a study which found that about 14 percent of people who listen to music players such as Apple's iPod do so a "staggering" 28 hours per week. The study claimed that the youth of today are at risk of going deaf 30 years earlier in life than their parents did, and of those who reported hearing ringing in their ears after listening to loud music, one third continue to listen to their MP3 player every day. The survey also revealed that "38 percent of 16-34 year olds are not aware that listening to loud music on a personal music player, going to loud bars/nightclubs/concerts, playing loud music in the car or working with machinery can damage their hearing." Deafness Research UK determined that MP3 Players on "loud" have a higher decibel measure (112) than heavy traffic, car horns, and shouting in the ear.