[9] Learn Key Facts to Grow Your Business!

Here are some key facts that show why marketing to people with disabilities will increase the bottom line for YOUR business: [Links to studies quoted can be found in the "References" section (bottom of this page).]

Fact: The Americans With Disabilities Act does not automatically "guarantee" equal access to all facilities for every American with a disability. Many retail stores are just not ADA-compliant, and some may never become so, due to a variety of factors. People with Disabilities soon realize they must be their own advocates.
– Source: U.S. Dept of Justice, ADA Division

Fact: More than 1 in 5 Americans (about 22%) have disabilities "severe enough to impair their mobility" according to the 2000 U.S. Census and other studies. America's disability rate is projected to exceed 25% of the population by the year 2020.
– Source: U.S. Census Bureau

Fact: A recent marketing study showed that America's disabled are "an increasingly powerful sector" of the economy "worth over $220 BILLION in [consumer] spending power" and with a collective annual income in excess of $1 TRILLION.
– Source: National Organization on Disability

Fact: Since 1970, the most rapid increase in disability rate has occurred among two age groups that are generally the most significant customers of retail business – children and young adults.
– Source: U.S. Dept of Education, National Institute on Disability and Rehabilitation Research (NIDRR), "25-year Study: Trends in Disability Rates"

Fact: Internet usage is almost 100% among these same two demographic groups. Internet users generally have a higher level of disposable income than the general population. Most importantly, 78% of internet users regularly go online to "research a product or service before buying it."
– Source: Pew Internet & American Life Project

Fact: A 1999 study by SIA (now SIFMA), the trade association for the securities and financial markets industry, reported that "individuals with disabilities present a particularly ripe market opportunity." SIA's study also reported that "people with disabilities make up a large part of the computer market, and spend about $700 BILLION per year on computers and accessories" [according to Microsoft, this figure is now substantially higher] and "Because of it's convenience, disabled individuals have long used the Internet in making product purchases, and ... service choices as well."
– Source: Securities Industry and Financial Markets Association, "Disability Marketing"

Fact: Despite our disabilities, each of us will find ways to buy what we need and want. And when we have choices, we will always make BARRIER-FREE choices.

Fact: Most people go shopping with friends or family members. This is especially true of people with disabilities.

Fact: When people go out in a group and one member of that group has a disability, accommodating that person's disability will usually be a major factor in deciding where the entire group will go on that particular excursion or shopping trip.

Fact: A disabled customer is a CUSTOMER with a disability. And satisfied customers are your very best advertising. If they're satisfied, they – and their friends – will come back again and again.

Fact: If you don't get our business, SOMEBODY ELSE WILL!