Business Disability Forum (BDF) has published extensive new research today (29 June) which finds that disable
d consumers in the UK experience limited choice and feelings of disempowerment when choosing technology and entertainment media. Less than half of respondents felt confident that they had chosen the right product or service.
‘Technology: What disabled consumers choose to buy and why’ looks at how people choose utility providers and why. Supported by Microsoft, this one of a series of in-depth research reports which examines buying experiences of the 1 in 5 people in the UK who have a disability. The series considers purchasing experiences across seven key sectors, including technology and entertainment media.
Business Disability Forum commissioned Open Inclusion to carry out the research. Research was gathered through an online survey and focus groups via Open Inclusion’s pan disability insight community.
Technology: Key findings
Disabled consumers were asked about the technology and entertainment media they had bought in the last two years.
- General features and specification were the most important factor (74 per cent), closely followed by cost (70 per cent), ease of setting up (59 per cent), positive reviews (45 per cent) and accessibility features (43 per cent).
- 62 per cent said that disability or access needs influenced their buying choices.
- 55 per cent said that the information that they needed was difficult to find and access.
- 36 per cent said that their choice of technology was limited because of their disability or access needs.
- Only 46 per cent of respondents said that they felt confident that they had chosen the right technology or entertainment media.
“The item was not clearly described. There were just picture images rather than a full detailed breakdown of how the item operates and a description of its design.” A disabled consumer
“I can’t really use my hands very well, so voice input is really important to me, there’s not a lot of information, even for brands that have that as an option.” A disabled consumer
Urgent need for change
Diane Lightfoot, CEO, Business Disability Forum, said:
“Businesses cannot afford to overlook the needs and spending habits of disabled consumers. Yet, too often, disabled people face limited choice, increased costs, or even difficulty finding the goods and services they want and need.
“For disabled people, the need for better access to services and products has never been more urgent. Many disabled people face additional costs associated with having a disability. With living costs rising, it is more important than ever that disabled consumers have the information they need to make informed purchasing decisions and to get the best deals possible.
“Our research shows that there is plenty of good practice out there, but it can be patchy, and varies from sector to sector.”
Positive experience
In the research, disabled consumers also shared their experiences of when technology and entertainment providers had got it right.
“[They] provided all necessary info and outlined purchase set up and post purchase support. Very patient about how I was slower due to vision. Didn’t rush me. Explained all the free accessibility training they would provide. All done in a friendly way that made me feel good about myself and excited to be getting the new equipment. And they delivered on all their promises.” A disabled consumer
“Buying a new laptop and, after consulting family and comparison websites, I was very competently guided by customer services through the choices available without any pressure to buy. [I was] treated throughout politely, with understanding and compassion. A very positive experience.” A disabled consumer
Technology: Key recommendations
Based on findings, the research recommends that technology and entertainment media companies:
- Provide better training for customer services and sales staff on the accessibility features of products.
- Offer clearer and more extensive information about their products and services. Any technical information needs to be clear, easy to understand, and jargon free.
- Create manuals and specifications in accessible formats. This includes information in larger print, provided electronically, and accessible to people using screen readers.
- Provide better support on how to set up new equipment and troubleshooting.
To view ‘Technology: What disabled consumers choose to buy and why’, along with the full series of consumer reports, please visit Business Disability Forum’s Knowledge Hub.
