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The Business Case for Web Accessibility

Trainer’s Name

Trainer’s TitlePhone Number

Email/Web Address

ADA Trainer Network

Module 7g

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DisclaimerInformation, materials, and/or technical assistance are intended solely as informal guidance, and are neither a determination of your legal rights or responsibilities under the ADA, nor binding on any agency with enforcement responsibility under the ADA. The Mid-Atlantic ADA Center is authorized by the National Institute on Disability and Rehabilitation Research (NIDRR) to provide information, materials, and technical assistance to individuals and entities that are covered by the ADA. The contents of this document were developed under a grant from the Department of Education, NIDRR grant number H133 A110020. However, those contents do not necessarily represent the policy of the Department of Education, and you should not assume endorsement by the Federal Government.

Why Make Your Web Pages Accessible?

• Who does your audience consist of?– Students (current and

prospective)– Faculty– Staff– Alumni– Parents– Community– World

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EVERYONE

Why Make Your Web Pages Accessible?

• Who does your audience consist of?– Consumers– Contractors– Investors– Employees– Management– Community– World

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EVERYONE

Who Benefits?

• All users

• Especially – People with disabilities– Aging population

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Disability and Your Market Segment

• Disability occurs in about 20% of the population

• The number will vary according to specific age group

• Remember, your website often reaches markets beyond your specific target market

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Our Aging Population

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In 2010, the majority of the US population will be 45 years and older

Brian Basset, Cartoonist and creator of syndicated cartoon Adam@Home

Prevalence Rates of Disability

Disability Type

Ages 21 – 64 Ages 65 – 74 Ages 75+

Sensory 3 percent 10 percent 23.6 percent

Physical 8 percent 23.4 percent 40 percent

Cognitive 4.8 percent 7.7 percent 17.4 percent

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StatsRRTC, 2006

The Case for Plain Language:Literacy Rates

• 48% of the U.S. population has low literacy for a variety of reasons

• 30% of web users have low literacy

• Difficulty with basic reading and language skills are the most common LD. 80% of people with LD have trouble with reading

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NCES, 2003; Nielson, 2005; & LD Online, 2011

Business Benefits

• Increased market share and audience reach– Cost savings or an opportunity to profit!– Improved accessibility = improved usability

• Making your site more usable for ALL people

– Improved search engine ranking– Repurpose for multiple formats or devices– Faster access for low-bandwidth users

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W3C,2010

Business Benefits

• Improved efficiency in operational processes and technical operations– Reduced site maintenance costs– Content for multiple devices– May reduce server load

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W3C,2010

Business Benefits

• Demonstrate social responsibility

• Reduce legal liability

• Carryover benefits of universal design

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W3C,2010

Survey of HR Representatives:Use of the Web

0% 20% 40% 60% 80% 100%

Online job postings

Online benefitsinformation

Online benefits self-service

Online employeetraining

A great deal Some Not at All

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Bruyére, Erickson, & Schramm,2003

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Study of E-Recruiting Web Sites• Evaluated job searching, resume submittal and online

application for accessibility

Job Boards Corporate sites

Section 508 evaluation*

All web pages failed

Vast majority of pages failed

*Based on Rehabilitation Act, Section 508 Standards for Web Accessibility

Bruyére, Erickson, & Schramm,2003

86.7

87.4

81

68.9

52.4

94.8

93.7

0 20 40 60 80 100

Admissions Application

Financial Aid

Course Registration

Bursar Billing

Course Catalog

Class Schedule

Online Classes

Erickson, 2002

% of Colleges Offering Online Services

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Community CollegeStudent Recruiting

• Evaluated 30 Community College websites– Home page– Disability services page– Online admissions application– Link to Federal Financial Aid application– Class schedule

• <1% of sampled web pages met Section 508 standards

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Erickson, 2002

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Mid-Atlantic ADA CenterTransCen, Inc.

401 North Washington Street, Suite 450Rockville, MD 20850

Toll-Free: 800.949.4232 (DC, DE, MD, PA, VA, WV)

Telephone 301-217-0124Fax 301-251-3762TTY 301-217-0124Email ADAinfo@transcen.orgWeb www.ADAinfo.org

The contents of this presentation were developed under a grant from the Department of Education, NIDRR grant number H133 A110020. However, those contents do not necessarily represent the policy of the Department of Education, and you should not assume endorsement by the Federal Government.