Click-Away Pound Survey 2016 - Final ReportSummary
- 71% of disabled customers with access needs will click away from a website that they find difficult to use.
- Those customers who click away have an estimated spending power of £11.75 billion in the UK alone, around 10% of the total UK online spend in 2016.
- 82% of customers with access needs would spend more if websites were more accessible.
In the UK in 2016, around 6.1 million internet users have impairments that affect the way they use the Internet. Those 6.1 million people will spend £16.55 billion online this year.
The Survey shows that over 80% of these customers will spend their money not necessarily on the website that offers the cheapest products, but where fewest barriers are placed in their way. In fact, 71% of these customers will click away from websites that do not cater for their access needs.
Those customers who click away have an estimated spending power of £11.75 billion in the UK alone; that is almost 10% of the projected total UK online spend in 2016.
Selling online offers global opportunities but also global competition. Providing services with access barriers to millions of people in the UK equates to tens of millions through Europe and hundreds of millions worldwide.
Most businesses will be unaware that they are losing income because more than 90% of customers who have difficulty using a site will not contact them. Unless businesses actively develop an understanding of accessibility, many will be unaware that the barriers even exist. Yet it is within the control of website owners to take down the barriers which are actively discouraging disabled and older customers.
CAP 2016 was made possible thanks to support from: