If you or anyone you know is interested in the topic of Web Accessibility, please join our free Webinar TODAY at 11:00am PDT / 2:00pm EDT.
Webinar Topics to include:
- Introduction to Accessibility, Section 508, and Universal Design
- Overview of the market for Accessibility
- How to make your Web site Accessible
Reserve your Webinar seat now at:
https://www1.gotomeeting.com/register/512765525
A few months ago I posted some interesting data on the commercial potential of the disabled market in the U.S. I think the next 2-3 years will bring a lot of change and attention to this market and the broader importance of other related segments as 3 major trends come together:
1. Section 508 and Universal Design initiatives expand beyond the Federal government
2. Increasing numbers of aging Baby Boomers going online
3. The 2010 Census
Since 2005, pretty much every Federal agency and all of their departments have made their Web sites Section 508 compliant. In case you’re not up on Section 508 compliance, it basically means that a Web site is built in such a way that it can be used just as easily by someone who is disabled (and their assistance technology like screen readers for the blind) as someone who is not. However, more and more non-Federal entities are embracing the basic tenets of universal design embodied in Section 508 requirements. The ITTATC defines universal design as the design of products and environments to be usable by all people, to the greatest extent possible, without the need for adaptation or specialized design. I know we are seeing more and more clients request accessibility as a requirement during Web site redesign projects.
Another big trend that is increasing the market for accessible Web sites is the increase in the aging Baby Boomer population that is going online. In 2006, the leading edge of the Baby Boom generation turns 60. Moreover, 60 million U.S. baby boomers that will use the Internet this year (eMarketer “Baby Boomers and Silver Surfers: Two Generations Online,” Dec 2007) In fact, the over-60 online population will be a large and growing segment , going from 17.7 million Internet users in 2006 to 25.3 million in 2011. Considering that the 2000 U.S. Census found that 41.9% of adults 65 years and older identified themselves as having a disability, there is a growing mass market for accessible Web communications.
Finally, the 2010 Census will undoubtedly bring to the forefront fresh new data on both the disabled and aging populations, as well as their technology usage. What is now a niche area of communications and technology strategy will undoubtedly become a front-page story, with a mass of government and commercial organizations rushing to service this new “demographic” online.
These trends all point to need for organizations to take an integrated approach to their accessibility strategy now, that includes the disabled, the aging market, novice technology users and even non-English speaking audiences. Those organizations that start thinking and planning for this coming “wave” of information supporting the importance of universal design will be positioning to reap the benefits and expand their reach and/or customer-base.
To find out more about universal design and Section 508 compliance, check out a free Webinar by my agency making Web sites Accessible – http://webinar.sensisagency.com
Lately our agency has been working on a couple of Web projects for clients that require Section 508 compliance because they receive federal funding. Without getting into the somewhat complicated details of Section 508 compliance (feel free to read about it here), it basically involves making sure a Web site is accessible to individuals with disabilities as protected under the Americans with Disabilities Act. A big part of this requirement often involves making Web sites friendly to screen readers and magnifiers used by the blind.
In addition, we are starting to hear more and more clients inquire about making their Web sites accessible to individuals with disabilities. This has led me to start thinking about the disabled market in the U.S.
First, some definitions. Per the U.S. Census Bureau, “there is no one definition for disability.” In fact, the Census Bureau collects disabled population data using four different surveys. However, the Census classifies disability into to two categories: Nonsevere Disability and Severe Disability. For more information on these definitions, see page 2 of the Americans with Disabilities: 2002 report.
So how big is this market? According to the aforementioned Census report
- 51.2 million people (18.1% of the population) had some level of disability and 32.5 million (11.5% of the population) had a severe disability
- About 10.7 million people ages 6 and over needed personal assistance with one or more activities of daily living (ADL) or instrumental activities of daily living (IADL)
- Among the population 15 and older, 2.7 million used a wheelchair. Another 9.1 million used an ambulatory aid such as a cane, crutches, or walker.
- Approximately 7.9 million people 15 and older had difficulty seeing words and letters in ordinary newspaper print, including 1.8 million people who reported being unable to see
The next question is whether this is a lucrative market for companies to consider. DiversityInc.com put out an article in 2002 that people with disabilities maintain an aggregate income that exceeds $1 trillion, with $220 billion in discretionary spending power.
To put all of this data in perspective, the disabled market is larger than the 44 million+ Hispanic population that spends $575 billion (according to Synovate’s 2004 U.S. Hispanic Market Report).
Lastly, according to a 2000 Harris Interactive report, 40% of people with disabilities are online and spend twice the time logged on than their non-disabled counterparts. If you think about it, Internet technology is probably extremely empowering for the disabled, allowing people with various degrees of disabilities to more easily get news, communicate with others, shop, and consume entertainment.
Clearly, this is a big topic, and an even bigger opportunity. We’ll be posting more information in the weeks to come.