Research finds disabled customers “shut out of online shopping”

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Research finds disabled customers
Scope called on retailers to ensure they were not missing out on billions of pounds from would-be customers
// Poll from Scope finds half of surveyed chose not to buy an item due to difficult-to-use web pages or apps
// 2 other common problems were difficult Captcha puzzles and difficulty with registering processes

Disabled people are being shut out of online shopping by inaccessible websites and apps, a new survey suggests.

National disability charity Scope called on retailers to ensure they were not missing out on billions of pounds from would-be customers every year by unwittingly preventing the UK’s 14 million disabled people from using their sites.

A poll for the charity found half of those surveyed had chosen not to buy an item due to difficult-to-use web pages or apps.


READ MORE: Major grocers under fire for not providing proper accessible toilets


The three most common problems experienced by the 200 people polled were navigating the website at 47 per cent, followed by difficult Captcha puzzles designed to block potentially harmful bots from websites at 45 per cent, and difficulty with registering processes at 34 per cent.

It found such problems led to 50 per cent of disabled people choosing not to buy the item, 48 per cent finding an alternative retailer and 32 per cent having to ask someone in the household to complete the purchase for them.

Scope is launching the Big Hack, which is urging businesses, the technology industry and the design community to recognise the value of inclusive design and make products accessible.

“For disabled people, buying goods and services, socialising, managing health, accessing information and working online has the potential to be truly life-changing, especially when the built environment can be so full of barriers,” Scope head of digital influencing Kristina Barrick said.

“But Scope keeps hearing about how much the digital world is letting people down.

“Disabled shoppers should be able to take advantage of great Black Friday deals, but many are stopped by badly-designed websites and apps.

“Black Friday is just one shopping day, but businesses can reap much bigger rewards all year round by making sure their websites and apps are accessible.

“Many are missing out on a multibillion-pound market simply because they haven’t thought about disabled people.”

With PA Wires

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