Current Global and Magna and IPG Media Lab surveyed consumers with visual, hearing, cognitive and speech disabilities across the UK and US.
With disabled people having a global purchasing power of $8 trillion, brands must focus on accessibility and inclusivity in communications planning. Social media platforms were ranked “very difficult” to use by people with visual (22%), speech (27%), hearing (17%) and cognitive (23%) disability, as per the report.
Consumers identified small text, misleading buttons, ads interfering with posts, too many menu options and navigational struggles as obstacles. People with speech (20%), cognitive (14%), visual (11%) and hearing (11%) disabilities found web browsers the second most challenging channel to use.
64% of people find it difficult to access content even with assistive tools. Magna's Kara Manatt, SVP, intelligence solutions, says companies must make communications more accessible, and assistive tools are just “part of the solution”.
[3 minute read]