Jim Tobias Inclusive Technologies v/tty Industry Consortium on Disability Statistics and Market Research

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

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

This project... uExtracts useful market information from existing sources uCreates a channel to influence disability statistics programs uPerforms research as determined by all, plus company-specific work uBegins collecting information on worldwide national public policy initiatives and international aid programs

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

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

Of those who have difficulty... u47% “frequently become confused or unable to concentrate” u34% have difficulty using their fingers u30% have hearing loss u29% have difficulty seeing (9% are legally blind) u22% experience severe temporary stress

Challenges to research uDefinitions of disability: few reliable measures of limitations in performing with products uLinkage to consumption: how does need become demand? l “users per computer” uInternationalization uPublic policy inputs

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

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

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

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