Digiday+ Research: Digital accessibility elicits a lot of support but very little action

Making digital content material accessible to folks with disabilities is one thing nearly everybody within the trade can get behind — greater than 80% of company and model executives agree that extra should be achieved about it, in line with analysis from Nineteen Insights. However digital accessibility can also be one thing that isn’t talked about typically. Why is that?

Digiday and Nineteen Insights surveyed 134 company and model professionals in April to study extra concerning the discrepancy between help for digital accessibility and what’s truly being achieved about it.

To begin, respondents had been requested concerning the present state of digital accessibility of their content material, and it seems that fewer than a 3rd of company and model execs suppose their digital content material is accessible. Model web sites got here in on the most accessible, with 33% of respondents saying their web site content material is greater than considerably accessible. And on the backside of the record was social promoting and advertising and marketing content material — solely 17% of company and model professionals mentioned their content material on social is greater than considerably accessible.

Throughout the board, company and model execs know this isn’t acceptable and that extra should be achieved to make digital content material extra accessible to folks with disabilities. In reality, a whopping 82% of company and model professionals help working tougher on this difficulty. Practically half (46%) of survey respondents strongly agreed that the trade should do a greater job at digital accessibility.

This information does beg the query: If that’s the case many company and model execs agree that extra should be achieved concerning the accessibility of digital content material, why is it that the present state of their digital content material throughout channels reveals that not a lot has truly been achieved concerning digital accessibility?

One attainable reply is that company and model professionals don’t have the data and coaching vital to maneuver the needle on the subject of digital accessibility. When requested whether or not they have that data and coaching, solely a couple of third of respondents agreed considerably or strongly that they do, whereas 40% disagreed considerably or strongly.

This information is to not say that nobody is working towards higher accessibility of their digital content material. Earlier this yr, Digiday acknowledged Vox Media’s work in accessibility by its “Extra Than This” podcast developed with Straight Discuss Wi-fi, which featured a visible expertise catering to deaf and non-listening audiences. And we’ve talked to incapacity advocate Josh Basile at size about constructing accessibility into distant work and the metaverse. So the place does the trade go from right here?

As extra facets of shopper life grow to be entrenched within the digital world and with the help of so many company and model execs, it’s possible that the way forward for content material will embrace a larger quantity of digital accessibility.

Digiday+ Research: Digital accessibility elicits a lot of support but very little action

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