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Nearly every brand today has a website and an app – but how accessible are those to consumers? To explore familiarity with and feelings about digital accessibility, the Ipsos Consumer Tracker polled 1,085 American adults from October 29-30, 2024.
What they found: most people surveyed were unfamiliar with accessibility issues that people with disabilities can face when using websites and/or apps – issues that can include a lack of enough color contrast to read content, not being able to navigate an app with a keyboard, and no descriptions for buttons, images, and videos.
57% of respondents said they were either “not very” or “not at all familiar,” with just 10% saying that they were very familiar with accessibility issues. This low familiarity tracks with Ipsos’ finding that nearly all (96%) of digital experiences don’t meet regulatory requirements for accessibility, suggesting that digital accessibility is extremely lagging due to lack of prioritization.
However, the public is extremely supportive of increasing digital accessibility – and three-quarters (75%) think it’s an important issue for brands to address on their websites and apps. A full 41% of that reported it’s very important. Support was high across demographics surveyed, with the highest support coming from women, Americans aged 55 and up, and Democrats.
As more and more important content goes digital, the public is clear: companies must commit to ensuring their websites and user interfaces are accessible for all audiences.
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