WILL a new report claiming that exposure to amplified sound from portable music players threaten permanent hearing loss have any impact on sales of these devices? Frankly, I don't think so.

Sales of personal music devices will continue to boom, like it did in the last couple of years. Besides an initial knee-jerk reaction from consumers, we don't expect to see anyone throwing their MP3 players or music phones to save their eardrums.

The said scientific study on the effects of portable music devices on the youth undertaken for the European Union revealed that regular listening to portable music players at high volume settings when young could result in hearing loss later in life.

According to the report, those who listen for only five hours a week at high volume settings will expose themselves to more noise than permitted in the noisiest factory or workplace. Some devices on maximum volume can even generate as much noise as an airplane taking off nearby!

The report and many others before it have warned that the MP3/handphone generation may be heading for hearing impairment later in life. But after talking to some younger family members and friends recently, I learnt why they don't seem perturbed by such reports.

Music has become an essential aspect of life and for many, being able to listen to music on the go through an MP3 player or other portable devices is the best invention since sliced bread. They echo that music from MP3 players or handphones integrated with a music player plugged into their ears, helps them carry through their day, especially when performing boring chores, travelling and just to relax.

"My MP3 player has become a companion I cannot live without. I have hundreds of songs and videos on my device, and it constantly entertains and inspires me. It's the cheapest way to stay entertained," said a young friend.

Even at the cost of losing his hearing (as suggested by the report), this music fan said he will not let go of his music device or handphone just yet.

"Anyway, most people have bad hearing during their old age, so I will just make up the stats," he said, laughing off the possible consequence.

And this not only comes from the younger generation. All of us, both young and old, live in denial about what could happen to us. Time and again, reports have been published on the possible health effects arising from the use of electronic devices such as hearing loss, eye strain, repetitive strain injury, cancer, birth defects and hormone disruption. Yet, we throw caution to the wind and carry on using our PCs, laptop computers, handphones and portable music devices, all of which have been linked to the above-mentioned health risks in some ways.

Our argument is that we cannot live without these devices, as we need them to enhance our lifestyle, boost productivity or stay in communication at all times.

For manufacturers of electronic gadgets, our lackadaisical attitude towards such studies means continued growth for their business. Health and all of its related concerns take second place.