Customers with disability click-away from inaccessible sites
Wed 11 January 2017
Customers with disability in the UK, who have a total estimated spending power of more than 11.75 billion pounds, have shown that they will not purchase from sites that are inaccessible or difficult for them to use.
The Click-Away Pound Report, released in December 2016, assesses the online shopping experience of customers with disability, and the cost to business of ignoring them.
The report follows the Australian Network on Disability’s annual Disability Confidence Survey, which revealed a passive approach to welcoming people with disability among small and medium sized businesses.
According to Suzanne Colbert AM, CEO at the Australian Network on Disability, while businesses generally have a positive attitude to people with a disability, there is still a long way to go in making services accessible.
“The Click-Away Pound survey supports our own learning that we need to do much more to improve the experiences of people with disability. I personally find it mind blowing that businesses are willing to miss out on such a large and important market segment. With one in five Australians experiencing disability during their lifetime it is time for organisations to take a more proactive approach to welcoming this important part of our community,” she said.
The Click-Away Pound Report found:
- 71% of disabled customers with access needs will click away from a website that they find difficult to use.
- Those customers who click away have an estimated spending power of £11.75 billion in the UK alone, around 10% of the total UK online spend in 2016.
- 82% of customers with access needs would spend more if websites were more accessible.
- Most businesses will be unaware that they are losing income because only 7% of disabled customers who have difficulty using a site will contact them.
Digital accessibility, including inclusive website design and accessible online shopping can make a huge difference to the customer experience.
According to Jason Barker, Principal at Design for Dignity, shopping should be an independent, pleasurable and dignified experience.
“Overwhelmingly, people with disability just want a ‘fair go’, they want the same access as anyone else. When companies design for dignity every one of us benefits,” he said.
For advice and guidance on accessible retailing, the Australian Network on Disability, in partnership with Design for Dignity, has released a publication called Design for Dignity – Retail Guidelines.
The free resource includes advice on how to ensure your website is accessible, information on the Web Content Accessibility Guidelines (WCAG) and how to work with your Information Technology supplier to improve your site.
To read the guidelines or to find out more visit www.and.org.au or call 1300 363 645.
About the survey
The Click-Away Pound Survey was launched on 14 January 2016 and closed on 8 July 2016. 362 people with disabilities completed an online questionnaire.
Visit http://www.clickawaypound.com/cap16finalreport.html for a copy of the full report.
About the Australian Network on Disability
Founded in 2000, the Australian Network on Disability is a national, membership based, for-purpose organisation, that aims to advance access and inclusion of people with disability in all aspects of Australian business, including; employment, customer service, stakeholder relations and supply of goods.
Member organisations have access to a network of highly skilled relationship managers and training consultants, who are experts in providing training, advice and resources to support disability access and inclusion.
Marketing & PR Manager
Australian Network on Disability
Ph: (02) 8270 9200
Mobile: 0405 624 232