Marketers may have also shied away from the disability market because many people with disabilities have lower incomes. When you look at their total spending, it runs into the billions of dollars and is increasing at an explosive rate. Market watchers have discovered that the target group is substantially different from non-disabled Web surfers. And, that time is all about surfing. Checking e-mail did not count for their survey.
Online time is time well spent, say adults with disabilities.
Forty-eight percent say that the Internet has significantly improved the quality of their lives, compared with 27 percent of adults without disabilities. This difference is especially striking for older consumers. Marketers should definitely pay attention to this consumer segment because the number of people with disabilities in the United States is on the rise. The wonders of modern medicine is increasing this population. People who would have previously died, now survive.