This week the US Supreme Court will decide whether to hear Domino’s Pizza argue that people with disabilities don’t need access to e-commerce. Our research shows Domino’s isn’t the only company ignoring this lucrative market.
Two federal courts already told Domino’s that the Americans with Disabilities Act covers websites. But the company — supported by the US Chamber of Commerce, the National Retail Federation, and other business lobbyists — would still rather refuse digital access to 55 million disabled Americans [PDF] than take their money.
Domino’s isn’t the exception, it’s the rule: Most companies ignore customers with disabilities when creating websites and apps. According to Nineteen Insights’ September 2019 Digital Marketing Survey, just 19% of brands prioritize making their digital content accessible to people with disabilities. In fact, 32% of brands say digital content accessibility simply isn’t a priority at all.
The result? Less than one-third of brands say their websites are accessible to people with disabilities. Just 13% of brands say their mobile apps are accessible.
Refusing digital access to people with disabilities isn’t just illegal, it’s also terrible business. Most retail sales now include digital touchpoints. And Americans with disabilities have $21 billion in discretionary income, more than African-Americans and Hispanic Americans combined.
Whether you’re fighting this audience or simply ignoring it, you must do better. Make your digital content as accessible as possible. It’s not just the right (and legal) thing to do — it’s a smart business decision.