About 85% of survey respondents called digital accessibility a competitive advantage. A majority also said that implementing digital accessibility directly improved several performance measures, mostly in the realm of customer experience. According to the results, 87% said digital accessibility improved user experience for their business, and 79% said brand reputation improved. Customer retention, which results in steady and increased profits, improved for survey respondents by 68%.

While accessibility in any area is critical for those with disabilities, it typically also improves experiences for people without disabilities. Offering closed captioning on videos, for example, can increase comprehension, memory, and language skills for everyone who watches. Subtitle use is rising even among those who aren't deaf or hard of hearing, offering just one of many instances where accessibility benefits a wide, general audience.

Fundamentally, acquiring and retaining customers is the basis for maintaining and increasing revenues. Company leaders said their accessibility measures boosted their reputations among potential customers, business partners, and future employees. About 3 in 5 survey respondents said their company requires accessibility in the software and digital products they purchase, meaning digital accessibility is important for securing those customers and revenue.

Accessibility also unlocks a market segment left behind amid rapid technological advancements. In 2021, just 62% of U.S. adults with disabilities had a laptop or desktop computer, and 72% had a smartphone, according to a Pew Research Center survey. Ownership of each of these technologies among Americans with disabilities trailed over 15 percentage points behind that of those without disabilities. What's more, 15% of Americans with disabilities say they never go online, and just 75% go online daily compared to 87% of Americans without a disability.

Prioritizing accessibility paves an essential road for the millions of Americans living with a disability, lowering barriers for people to enter the digital world. With heightened expectations for more universal access and better standards, everyone can reap the benefits.

Story editing by Nicole Caldwell. Copy editing by Kristen Wegrzyn. Photo selection by Lacy Kerrick.