Accessibility and Customer Loyalty Among People with Disabilities

The Global Disability Market and Repeat Business

People with disabilities represent a vast market segment. Globally, over 1.3–1.8 billion people live with some form of disability, controlling significant spending power (estimated around $1.9 trillion annually by themselves, and up to $13 trillion when including friends and family) . This “Purple Pound” (or “purple dollar”) is often under-served – in fact, only about 10% of businesses have a dedicated strategy for reaching disabled customers . The consequence is lost business and loyalty: roughly three-quarters of disabled consumers (75%) (and their families) say they have walked away from a business (store, website, etc.) due to poor accessibility or customer service . Once lost, these customers may not return – surveys indicate 70% of disabled people will not come back to a business after a negative accessibility or service experience . In short, ignoring accessibility means alienating a huge customer base, whereas companies that prioritize inclusion stand to gain loyal, repeat customers from this community.

Survey Data: Accessibility’s Impact on Purchasing Decisions

Multiple surveys across different regions show that accessibility features strongly influence where people with disabilities choose to spend their money – and whether they become repeat customers. Some key findings include:

Online Shopping Behavior

In a UK survey “Click-Away Pound” (2019), nearly 3 in 4 disabled online shoppers (around 69%) reported that they “click away” from websites that are difficult to use because of accessibility barriers . In other words, a majority will abandon purchases on inaccessible sites. Correspondingly, 83% of participants with access needs said they limit their spending to websites they know are accessible, and an even higher 86% have chosen to pay more for a product on an accessible site rather than purchase from an inaccessible website offering it for less . This demonstrates considerable customer loyalty to accessible e-commerce platforms – disabled shoppers are willing to stick with (and even pay a premium to) businesses that ensure an inclusive online experience. Additionally, one study focused on blind and low-vision users found that 84% consider a website or app’s accessibility a deciding factor in whether they will return to a service (i.e. become a repeat user) . These figures highlight that accessibility directly affects conversion and retention in digital commerce: an inaccessible interface often means a lost customer, while an accessible one can secure ongoing patronage.

In-Store & Physical Accessibility

A similar dynamic appears in the physical retail and services environment. Disability advocacy organizations report that 75% of disabled people (and their families) have left a brick-and-mortar store, restaurant, or other business due to barriers like lack of wheelchair access, poor layout, or unhelpful service . A U.K. consumer study by the Business Disability Forum in 2021 likewise found 43% of disabled respondents had recently abandoned in-person shopping trips because of the access barriers they encountered (a proportion mirrored in online shopping as well) . Such missed transactions represent not only one-time losses but also lost future loyalty. If a shopper cannot enter a shop, navigate it, or obtain assistance, they are unlikely to return. On the other hand, when physical accessibility is addressed, it encourages repeat visits. For example, inclusive design agency research found 68% of consumers are more loyal to brands that implement inclusive design elements in their stores . This means features like step-free entrances, wide aisles, accessible restrooms, clear signage, quiet “sensory-friendly” hours, or staff training in disability awareness can significantly enhance loyalty among all customers (disabled customers in particular, but also others who appreciate the improved experience). Moreover, broad public sentiment favors businesses that demonstrate accessibility and inclusion – about 66% of consumers (per a Nielsen report) say they are willing to pay more to companies committed to positive social impact, and 92% in one U.S. survey said they are more likely to support companies that hire and support people with disabilities . In summary, physical and digital accessibility are key factors in purchase decisions for disabled customers, often determining whether they complete a purchase, return again, or take their money elsewhere.

Loyalty, Retention, and Expectations of Disabled Customers

Customer loyalty among people with disabilities is strongly tied to how consistently a business meets accessibility needs. The data suggests that many disabled customers become extremely loyal to companies that get accessibility right, and extremely quick to abandon those that do not. As noted, the vast majority will not tolerate repeated barriers: if a website or location is unusable or a staff member is disrespectful, a customer with a disability may not only leave – they may never come back (70% say they won’t return after a bad experience) . This implies that businesses often have “one chance” to make a good impression with disabled patrons. On the flip side, positive experiences generate goodwill and repeat business. Advocacy groups often emphasize how improving accessibility can convert disabled shoppers into loyal customers and even brand advocates. For instance, the Purple Tuesday campaign (which focuses on improving the disabled customer experience globally) cites these loyalty facts to urge businesses to act. Disabled consumers themselves report noticing gradual improvements in some sectors – nearly 65% in one survey agreed that businesses are starting to recognize the importance of accessible products and services, and 54% said they have noticed a positive change in how they are treated as customers in recent years . However, expectations remain higher: 27% said companies “have a long way to go” to be fully accessible for all . In practical terms, people with disabilities expect equal access and respectful, knowledgeable customer service – and they reward it. Companies that consult with disabled users, advertise their accessibility features, or actively welcome disabled customers tend to gain trust within the community. This can lead not only to repeat purchases but also referrals through disability networks. In fact, research shows companies with strong accessibility practices benefit from about 2.5 times more customer referrals, as well as higher satisfaction ratings . The bottom line is that loyalty is up for grabs: brands that invest in accessibility can capture enduring loyalty, whereas those that ignore it risk reputational damage and customer churn.

Case Studies and Business Impact of Accessibility

Beyond surveys and intentions, we have tangible examples and industry studies demonstrating the business benefits of accessibility – often linked to customer loyalty and retention:

Retail & E-Commerce

According to a 2024 report by Software Advice, 60% of retailers who implemented various digital accessibility improvements (on websites or mobile apps) reported an increase in customer loyalty as a direct result . Additionally, 37% saw a boost in sales or conversion rates, underlining that accessibility can translate into revenue growth . One senior analyst noted that by neglecting accessibility, retailers are missing out on a “huge, loyal audience” of online shoppers with disabilities.

An early illustrative case comes from the UK: Tesco, the grocery retailer, partnered with the Royal National Institute of Blind People (RNIB) to improve its website’s screen-reader compatibility and overall usability. The outcome was striking – Tesco saw a 350% increase in online sales after making their online shopping platform accessible, and also significantly reduced support calls (since customers encountered fewer problems). In effect, by addressing accessibility, Tesco attracted back many shoppers who previously struggled with the site, turning them into repeat customers and even drawing in new users (including some without disabilities who found the simplified interface easier to use) . Another study notes that accessible e-commerce sites tend to have higher conversion and lower cart-abandonment rates – for example, one analysis found accessible online stores 50% higher conversion rates and 40% lower abandonment on average compared to industry norms. These improvements link directly to customer retention and completing sales rather than losing customers midway.

Financial Services & Payments

Accessibility also affects loyalty in sectors like banking and payments. In one study, 84% of blind or low-vision users said the accessibility of a financial service (such as an online banking app or payment terminal) is a deciding factor in whether they continue using it or switch to a competitor . Recognizing this, some banks have adopted talking ATMs, tactile card readers, and accessible mobile apps to retain visually impaired customers. When those needs aren’t met, disabled customers often switch providers in search of a better experience.

Hospitality & Travel

Although global data is sparser here, numerous anecdotes and smaller surveys indicate similar patterns. For example, hotels that offer wheelchair-accessible rooms and deaf communication kits, or airlines that provide disability accommodations, often receive repeat visits from disability community members (and their families). On the flip side, travel companies have faced public criticism and loss of patronage when failing to accommodate service animals or accessibility equipment. (One UK tourism fact notes 70% of disabled people wouldn’t rebook with a business after poor service, as cited above .)

Product Design Case – Accessible Gaming

A compelling case study in product design is Microsoft’s Xbox Adaptive Controller, an adaptive game controller designed for gamers with limited mobility. By involving the disability community in design, Microsoft not only filled an unmet need but also saw concrete loyalty gains: the project achieved a 91% satisfaction rate among disabled gamers, and it increased their loyalty to the Xbox brand by 28% (many gamers with disabilities who used the controller became significantly more inclined to stick with or purchase Xbox products over competitors) . This initiative also reportedly opened up a new market segment worth an estimated $1 billion in revenue . The success of the adaptive controller illustrates how accessibility can boost brand affinity – in this case, disabled customers felt heard and valued, resulting in stronger brand loyalty and positive word-of-mouth in the community.

Broader Performance Metrics

At a high level, companies that champion accessibility and disability inclusion tend to outperform peers, suggesting a correlation with customer loyalty and brand strength. A 2023 Accenture study of large firms found those leading in disability inclusion (across products, customer service, and employment practices) achieved 1.6× more revenue and 2× more net income than their peers . These leaders are also 25% more likely to outperform competitors in productivity (revenue per employee) . While multiple factors are at play, Accenture noted that disability inclusion “provides compelling evidence [of] accelerated business performance, brand loyalty and shareholder returns” . In terms of customer experience, firms with strong accessibility programs report higher Net Promoter Scores (NPS) – a key loyalty indicator – by about 30% on average, and significantly higher customer satisfaction in service interactions.

There is even evidence that a majority of consumers – disabled or not – appreciate accessibility to the point of paying a premium: in one analysis, 67% of customers said they would pay more for the same service if it’s provided in an accessible way (for instance, choosing an accessible ride-share or streaming service even if it costs slightly more) . All these data points reinforce the idea that accessibility is a smart business investment. One oft-cited figure (from a Forrester economic analysis) is an ROI of ~99% on accessibility initiatives – nearly doubling one’s investment – when accounting for increased revenue, reduced legal risk, and efficiency gains; another framing put it as “every $1 invested in accessibility can yield ~$100 in return” once factors like customer retention and brand expansion are included . While the exact ROI will vary by company, the consistent theme is that improving accessibility tends to attract more customers, keep them loyal, and drive repeat business, which ultimately shows up in the bottom line.

We believe that this carries over into ticketed events

Accessibility – both physical and digital – has a direct, measurable impact on customer loyalty for people with disabilities. When businesses make their products, services, stores, and websites accessible, they tap into a loyal customer segment that not only rewards them with repeat business but often advocacy and positive reviews. Conversely, failing to provide accessible experiences can swiftly drive disabled customers (and their families) away to more inclusive competitors. The research and cases above, spanning e-commerce, retail, technology, and beyond, all point to the same conclusion: companies that prioritize accessibility tend to see higher customer retention and loyalty metrics. As one report summarized, companies integrating accessibility into customer experience saw about a 60% boost in repeat customers – the kind of increase that can turn casual shoppers into lifelong customers . Given the immense global spending power of people with disabilities, the “business case” for accessibility is stronger than ever. By creating barrier-free experiences, businesses not only fulfill ethical and legal duties but also build a reputation for inclusivity that resonates with consumers. In today’s market, inclusive companies gain a competitive edge – they benefit from the trust and loyalty of disabled patrons, while also appealing to socially conscious consumers at large . In short, accessibility drives loyalty: it invites a huge population of customers to keep coming back, knowing their needs will be met, and that loyalty can translate into significant growth and performance advantages for businesses that truly welcome all customers.

Sources

The above insights are supported by numerous studies and reports, including survey research by disability advocacy groups and firms (e.g. the Click-Away Pound survey and Purple Tuesday data), market analyses by consulting organizations, and documented case studies. Each source reinforces the message that when accessibility is made a priority, customers with disabilities respond with repeat business and loyalty – to the benefit of both the consumers and the companies that serve them. Find a link to each, below: