Business Disability Forum (BDF) has published extensive new research today (29 June) which finds that disabled consumers in the UK experience limited choice and feelings of disempowerment when choosing utility providers. Over 6 in 10 respondents said that their disability or access needs had made it more difficult to get the information they needed about their utilities.
‘Utilities: 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 utilities.
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.
Utilities: Key findings
Disabled consumers who had been involved in changing or researching a new utilities provider in the last two years (100 respondents) were asked the most important factors that had influenced their decisions.
- 83 per cent said cost was the most influential factor.
- 55 per cent said details about the account and ensuring it met the consumer’s requirements.
- 49 per cent said the process and ease of setting up the account.
- 46 per cent said website or app accessibility.
- 45 per cent said having a range of contact options.
Disabled consumers were asked to consider their disability or access needs.
- 71 per cent said that disability or access needs influenced their choice of provider or account to some extent.
- 41 per cent said that their choice of provider was limited by their disability or access needs.
- 62 per cent said that finding and accessing the information they needed was more challenging because of their disability or access needs.
- Only 30 per cent felt confident that they were making the right choice when switching to new providers.
- In general, respondents felt that more expensive providers were more accessible. This means that disabled consumers may be paying more for their utilities than needed and are forced to choose more expensive providers.
“It seems the expensive providers might be more accessible. It’s no good going for a cheap deal if you can’t access the information or read the meters.” 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 utility providers had got it right.
“I had two companies in mind as a result of talking to friends and reading reviews. The one that won was more accessible with an easier to use website and app.” A disabled consumer
“Saving money is important but a key factor is being able to speak with a customer service person.” A disabled consumer
Utilities: Key recommendations
Based on findings, the research recommends that utility providers:
- Make sure that all account-related apps and websites for managing accounts and payments are truly accessible and are user-tested.
- Provide clear and easy to understand information on how the consumer’s account will be managed and what the consumer needs to do and when.
- Provide jargon free information about costs and accounts in accessible formats.
- Make sure customer service teams can be contacted in a variety of ways and can answer disability specific questions.
- Provide alternative arrangements where reading the meter poses significant challenges for the disabled consumer – for example, if the consumer has sight loss or a mobility-related disability.
To view ‘Utilities: What disabled consumers choose to buy and why’, along with the full series of consumer reports, on Business Disability Forum’s Knowledge Hub.
