Industry Consortium on Disability Statistics and Market Research

1. Industry ConsortiumonDisability Statistics and Market Research

2. Industry interest in disability market research • Companies want to understand the market opportunities in this large and growing segment • address accessibility in an efficient manner, maximizing benefit to customers • support for their accessibility choices • internationalization

3. Current situation • Uncertain overall disability market sizing • most statistics are “medical”; little consumer behavior information • international numbers are inconsistent, sketchy • Weak quantification of different disabilities and: • the barriers posed by specific products and features • the products and features that address those barriers • Public policy linkages uncertain • market demand will be driven by new laws and regulations, government funding and international aid for accommodation programs

4. This project ... • Extracts useful market information from existing sources • Creates a channel to influence disability statistics programs • Performs research as determined by all, plus company-specific work • Begins collecting information on worldwide national public policy initiatives and international aid programs

5. Specifics • What we have (U.S. only)... • rough estimates of different incidences of functional limitations; some related demographic information • good view of current laws and regulations • What we need (esp. int’l.)... • accurate incidence numbers with demographics, especially overlaps with senior market segment • public policy “early warnings” • consumer behavior and preferences

6. An example of what could be done (NHIS on telephones) • “Do you have a telephone?” and “Do you have difficulty using a telephone?” • Not all respondents are asked the second question • If “Yes,” are asked about • degree of difficulty • need for help • age when difficulty began • expectation of duration of difficulty

7. Of those who have difficulty... • 47% “frequently become confused or unable to concentrate” • 34% have difficulty using their fingers • 30% have hearing loss • 29% have difficulty seeing (9% are legally blind) • 22% experience severe temporary stress

8. Challenges to research • Definitions of disability: few reliable measures of limitations in performing with products • Linkage to consumption: how does need become demand? • “users per computer” • Internationalization • Public policy inputs

9. Product adoption hypothesis Concentration of users with functional limitations After E. Rogers, Diffusion of Innovation, 1995 • High awareness and high income may propel some people with disabilities to adopt early • Low awareness and low income may hold others back

10. Individual factors influencing adoption Low income Age aversion to novelty Usability pessimism Unaware of additional benefits “Convenience is a necessity” Gifts Increased use of IT Expectation shift

11. Social factors influencing adoption Slow development Poverty Lack of infrastructure Cultural resistances Entitlements National mandates and regulations International assistance Demographic shift

12. Current work • Development of quantitative model • Coordination with development statistics • Coordination with US and international statistical programs • Regional approach; Africa report 7/1/2001