Posts Tagged ‘marketing’

Accessibility pays

Tuesday, August 11th, 2009 by Evangelist

Accessibility pays. As the Design for Inclusion: Creating a New Marketplace report from National Council on Disability points out:

Consumers with disabilities find many E&IT products to be inaccessible. A sizeable un-tapped market for universal design products and services exists. However, few companies appreciate the size of the market or know how to tap its potential.


Designing with access in mind can significantly increase the size of targeted markets for electronic and information technology (E&IT). Good business practice dictates that designers and engineers avoid unintentionally excluding large populations of consumers from accessing and using the E&IT they develop and manufactur

Additionally, According to National Captioning Institute, “66% of viewers of captioned TV are more likely to buy a product that has a captioned commercial; 53% will actively seek out products advertised with captions; and 35% will switch to brands that use captioned ads.”

And not only does accessibility provide increased ROI, the I (investment) part can be minimal, leveraging . The great Jamie Berke writes about how tax credits can help businesses make themselves accessible to deaf and hard of hearing people.

And, finally, for those relying on video for marketing, consider that a “study even showed that the mere availability of subtitles could increase viewership by 40% and increase duration viewed by 38%” (h/t 3playmedia).