Limited choice leaves 43% of shopping tasks abandoned by disabled consumers
New research by Business Disability Forum (BDF) finds that disabled consumers across the UK experience limited choice and feelings of disempowerment when purchasing products, services, and activities, resulting in over 43 per cent abandoning shopping tasks without purchasing.
‘What disabled consumers choose to buy and why’ looks at how people make decisions about where they shop and what they purchase. Supported by Microsoft, this in-depth research examines buying experiences of the 1 in 5 people in the UK who have a disability.
BDF commissioned Open Inclusion to carry out the research. Insights are based on the views and experiences of 698 respondents with disabilities or access needs who took part in the research. Disabled consumers with a range of lived experiences participated. Businesses also took part.
The research considers purchasing experiences across the areas of retail, hospitality, utilities, days out and leisure, holiday accommodation, banking and insurance, and technology.
Of the disabled consumers who participated in the research, 90 per cent were affected at the decision-making stage of purchases by either; limitations of design, limitations in available information, or how information was presented.
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.”
To view the full findings of ‘What disabled consumers choose to buy and why’, including sector specific reports, findings, and recommendations, please visit Business Disability Forum’s Knowledge Hub.
The Retail Bulletin look forward to welcoming Diane Lightfoot as a speaker at the upcoming HR event on 21st September. Book your space today.
