More than 60% of participants say they would consider switching to a competitor due to persistent accessibility challenges

Acquia, the leader in open digital experience software, has released its 2024 Survey Report: Consumer Perspectives on Digital Accessibility. The report examines the perceptions of website users with disabilities regarding digital accessibility and the impact on brand reputation and loyalty. The findings underscore the critical need for businesses to enhance digital accessibility to meet user expectations and maintain customer loyalty.

Key Findings on Digital Accessibility Challenges

The survey reveals that 89% of participants encounter accessibility issues that hinder their interaction with websites and digital experiences. This widespread issue has significant repercussions for brands:

• User Frustration: Nearly half of the respondents (45%) rate their frustration level as either "very" or "extremely" frustrating when facing accessibility challenges.
• Brand Perception: A majority (71%) of users feel frustration toward a brand due to accessibility issues, with 58% feeling disappointed and 24% feeling angry. Additionally, 18% of respondents report feeling excluded.
• User Reactions: When faced with accessibility problems, 34% of users would complain directly to the brand, 31% would discuss the issue with family and friends, and 20% would share their experiences on social media. This leads to a broader negative impact on brand perception.
• Switching Behavior: Over half (51%) of the respondents indicated they would seek alternative accessible options, and 42% would discontinue using the brand’s services.

The Business Imperative for Digital Accessibility

The survey highlights the substantial business risks of neglecting digital accessibility:

• Customer Loyalty: 62% of respondents would consider switching to a competitor with better accessibility features.
• Revenue Impact: Brands risk losing a significant portion of their customer base to more accessible competitors.
• Reputational Damage: Negative experiences are likely to be shared, amplifying the brand’s reputational damage.

The Path Forward: Prioritizing Digital Accessibility

Consumers overwhelmingly agree on the importance of digital accessibility, with 93% stating that brands should prioritize it. However, skepticism remains about companies’ commitment to making meaningful improvements:

• Perceived Commitment: Only 27% of consumers believe companies are taking accessibility seriously and making meaningful improvements.
• Minimal Effort: 33% think companies only meet basic regulatory compliance.
• Marketing Tactics: 28% feel that companies talk about accessibility for marketing purposes without significant action.
• Neglect: 12% believe companies are not considering or improving digital accessibility at all.

Expert Insights

Jennifer Griffin Smith, Chief Market Officer at Acquia, emphasizes the importance of digital accessibility: “Digital experiences are not meeting the accessibility expectations of those who need them. This is a critical business issue that requires more attention. Creating equal, accessible opportunities for all is a value all marketers and organizations should strive for.”

The Acquia survey underscores the urgent need for brands to prioritize digital accessibility. By doing so, they can improve customer satisfaction, loyalty, and ultimately, their bottom line. Addressing these accessibility challenges presents a significant opportunity for brands to expand their customer base and enhance their reputation.

As Griffin Smith concludes, “We’re talking about a large proportion of the population who would like to access, enjoy, and get value from digital experiences. As digital marketers, we should not be excluding anyone from engaging with or participating in our digital content.”