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TheBlindJournalist: You've Clicked Me Off

Slug/title:

You’ve Clicked Me Off

 

Top line:

How much revenue are businesses losing due to inaccessible websites for disabled customers?

 

PEG:

Freenay Williams say that 9 out of 10 people don't bother to complain about website accessibility problems and are therefore launching a new survey to have disabled shoppers voices heard.

 

Background:

With UK e-commerce valued at £133 billion in 2016 and a majority of businesses moving online, could they be missing a trick by not making their websites accessible and therefore losing out on the disabled shoppers market?

 

The Extra Costs Commission, which is an independent enquiry hosted by Scope, published a report in 2015 that stated 75% of disabled customers had walked away from a shop because it wasn’t user friendly for them. The report suggested that as a result of this these businesses are missing out on a market which is estimated  at £1.8 billion a month.

 

Freenay Williams, a specialist disability consultancy business that helps, and teaches, companies about website and product accessibility, launched a research survey, in 2015, entitled ‘Click-Away Pound Survey’.

In the past the company analysed e-commerce websites, over a five year period, and found that 70% of the websites they had checked were inaccessible. From other research Freenay Williams had compiled they found that 100% of the disabled people they asked said that they pay more money for certain products simply because the website is accessible and user friendly. They also found that 70% of disabled people didn’t bother contacting a company if their website was inaccessible but instead looked for a different company to buy what they were looking for.

 

The results of part one of the click-away pound survey:

 

In the UK in 2016, around 6.1 million internet users have impairments that affect the way they use the Internet. Those 6.1 million people will spend £16.55 billion online this year.

Ignore accessibility and 71% of those potential customers will go elsewhere, taking their £11.75 billion with them.

The Click Away Pound Survey 2016 shows that over 80% of these customers will spend their money not necessarily on the website that offers the cheapest products, but where fewest barriers are placed in their way. In fact, 71% of these customers will click away from websites that do not cater for their access needs.

Those customers who click away have an estimated spending power of £11.75 billion in the UK alone - almost 10% of the projected total UK online spend in 20161.

1 £126 billion by the beginning of 2016 (IMRG Capgemini: e-Retail Sales Index. 2015)

According to Scope, there are 13 million disabled people in the UK, who have an estimated combined spending power of £250 billion.

Penny Mordaunt, Minister for Disabled People, Health and Work said “This report sends a strong message about the benefits of accessible online services for both disabled people and businesses. Whether it’s adapting a shop, restaurant or website, there are simple things that businesses can do to improve the lives of disabled people whilst tapping into their valuable spending power.”

Susan Scott-Parker OBE, CEO of Business Disability International, said: “This important report shows that UK retailers have decided they can ignore the 15% to 20% of people in the UK with disabilities. Given the minimal costs associated with good website design, why would any business make it needlessly difficult for so many potential customers to spend their money? Any senior business leader now has even more reason to persuade the business to up its digital game, not just because the law requires it but because it makes commercial sense.”

Rick Williams, Managing Director of Freeney Williams said: “After 20 years of legislation, most high street retailers in the UK understand they need to take disabled shoppers’ needs into account when designing ‘bricks and mortar’ shops. Although the same law applies to their online presence, many of those businesses seem oblivious to the need to make their websites accessible. The UK has an ageing population, and we believe the accessibility issues identified in our research will only increase over time.”

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The Click-Away Pound survey is managed by Freeney Williams Limited, one of Europe's leading disability and diversity consultancies. We work extensively in all sectors to achieve long-lasting and self-sustaining change designed to meet the needs of employers and service providers in the real world.

Most businesses will be unaware that they are losing income because only 7% of customers who have difficulty using a site will contact them. Unless businesses actively develop an understanding of accessibility, many will be unaware that the barriers even exist. Yet it is within the control of website owners to take down the barriers which are actively discouraging disabled and older customers.

 

You’ve Clicked Me Off

How much revenue are businesses losing due to inaccessible websites for disabled customers?

 

Background:

With UK e-commerce now valued at more than £45 billion and a majority of businesses moving online, could they be missing a trick by not making their websites accessible and therefore losing out on the disabled shoppers market?

 The Extra Costs Commission, which is an independent enquiry hosted by Scope, published a report in 2015 that stated 75% of disabled customers had walked away from a shop because it wasn’t user friendly for them. The report suggested that as a result of this these businesses are missing out on a market which is estimated  at £1.8 billion a month.

 As a result of these findings, Freenay Williams, a specialist disability consultancy business that helps, and teaches, companies about website and product accessibility, has launched a research survey entitled ‘Click-Away Pound Survey’. The company hopes that their findings will paint a picture of how much revenue online businesses could be losing due to their websites being inaccessible.

 In the past the company analysed e-commerce websites, over a five year period, and found that 70% of the websites they had checked were inaccessible. From other research Freenay Williams had compiled they found that 100% of the disabled people they asked said that they pay more money for certain products simply because the website is accessible and user friendly. They also found that 70% of disabled people didn’t bother contacting a company if their website was inaccessible but instead looked for a different company to buy what they were looking for.

 Due to the inconvenience involved for a disabled person to go shopping, the majority of them now do their shopping online.  It is for this reason that Freenay Williams feel that the revenue businesses could be losing may be significantly more than £1.8 billion a month.

 The Disability Discrimination Act of 1995 ensures most high street stores understand the needs of accessibility for disabled customers, but they often fail to account for website accessibility. Under the Equality Act (2010)  they could be taken to county court for an inaccessible website. To date though, there hasn’t been a single case which has gone to court because the DDA isn’t strong enough or because a settlement has been reached outside of court.    

Story Name:

You’ve Clicked Me Off

 

Story Idea:

Based on the aforementioned statistics, I feel this would be a great story as it is not something many people will be aware of even though it could be directly impacting on them – if they had an online business. From my research into this story, I have learnt that the reason why so many e-commerce websites aren’t accessible is because of the lack of awareness about how exactly to make their website accessible and at the same time user friendly too. It isn’t necessarily  because of cost as it can be free to make a website accessible. Not many people will be aware of this which is why I think this story would be a good opportunity to inform and educate.

I would like to bring these statistics to the attention of businesses and ask them why they aren’t doing more to make their websites accessible even though it could be of mutual benefit to them. Rather than interviewing a handful of disabled shoppers I would rather focus on one shopper that has experienced this problem and also have a demonstration of them using an inaccessible website. This individual could also challenge a big company like Amazon or Apple and we could follow their progress. Alternatively, to add jeopardy to the story, five-ten disabled shoppers could be lined up in the studio and told to buy something you’d expect to do easily e.g buying a cinema ticket or groceries. They could be given an hour to do this and then they could report back live about their findings and whether they managed to fulfil the task. From this a ‘Top 10’ list of most accessible and user friendly websites could be created. This could also then be posted on Twitter.

 

I must emphasise that when I say ‘disabled’ it only relates to those who are visually impaired and therefore use assistive software to access the internet. Also, those who have a physical disability  and can’t use a mouse or keyboard.

 

In Brief:

1. Bring these statistics to the attention of the audience

2. Explore why businesses could be under the impression there website is accessible but in reality it isn’t.

3. What it takes to make a website accessible and user friendly

4. Iron out any misconceptions

5. Widen the scope of this story to see what the future holds for websites but also access for all

Target Programme:

Radio 5 Live is where I foresee this story fitting in best. 5 Live is all about getting live testemonials of ‘real’ people on air. It is also all about running a story throughout the day from various angles on its different shows. I feel my idea meets all these criterion. I’d like to launch the story on Wake Up To Money as an introduction to the matter and then pass the story over to 5 Live Breakfast to have live reaction from disabled people. I’d like to have a case study on the segment ‘In Conversation’ with the companies they are having problems with. That way we would hear live from the horse’s mouth what the problem is and the company is held to account live as to what they would do. The presenter, Nicky Campbell could then finish the interview by  asking what the company proposes to do about the problem. I’d like 5 Live Daily’s Martin Lewis to pick up the story also but widen the subject matter and use his phone-in segment to get reaction and opinion. The PEG would be the research survey Faynay Williams have launched recently.

I feel that this would be of interest to a 30+ middle class demographic because it would bring awareness to those whom are self employed and run an online shopping site. Alternatively, those who work in PR, HR or even web designers, as well as disabled shoppers themselves.

 

Contributors\Interviews:

• Rick Williams, who owns Freenay Williams, about his company’s findings and his own experiences because he is blind.
• Vox pops from disabled shoppers about their experiences and thoughts.
• Organisations like the RNIB to question if they feel specific legislation about website accessibility would resolve the problem - as seen in the U.S.
• Speaking to a web designer to see how difficult and costly it can be to make a website accessible
• A business that does have an accessible website and if they feel they have had an influx in sales due to making their website accessible. At the same time speaking to a business that hasn’t got an accessible website to ask them why.
• The Business Disability Forum (BDF) as they have in-depth knowledge on this topic.  

 

Outcomes:

Explain the difference between accessibility and usability.

To use the power I have as a journalist to inform and educate the general public about the importance of accessibility.

To inform businesses about this market they could be benefitting from, which in turn will make online shopping easier for disabled shoppers.

Iron out the misconceptions some businesses may have about the costs involved. Question current laws and ethics of businesses

Explore why disabled shoppers have failed to take these companies to court.

 

From the law, to the loo - All you need to know about Digby #UKsFirstGuideHorse

The law:

                The Equality Act 2010 only mentions guide/assistance dogs specifically in Section 168-173 pertaining to taxis. This section says that a taxi has to carry a disabled person and their guide/assistance dog. There is no other mention of the word dog in the Act. When referring to public places and establishments, the Act talks about the business/establishment being required to make a “reasonable adjustment” so that the disabled person can access the respected service/building. There are four components to the “reasonable adjustment” clause. One of these is “Auxiliary Aid” This is where a business/establishment has to provide their own aid to the disabled person so that they can access the building or service, or alternatively allowing the disabled person to use their own auxiliary aid. A cane/guide dog or in this instance a guide horse would come under this requirement.

 

The Chartered Institute for Environmental Health:   

The FSA does not hold policy responsibility for the Equality Act and so cannot comment on amendments to it. We suggest contacting the Department of Work and Pensions directly in regard to any issues relating to the Equality Act.

 

The FSA can confirm that as long as food safety is protected, there is nothing in food safety or food hygiene legislation preventing customers taking assistance animals, working animals or pets, into the front-of-house areas of food retailers or catering establishments. Food businesses seeking further advice on how the food safety and food hygiene legislation might apply if customers wish to bring in assistance animals or other pets can contact their local environmental health office for free advice.

https://www.gov.uk/government/organisations/department-for-work-pensions

  

Rishi Sunak MP:

1. Food Standards Guidance 

As you’re aware, the Food Standards Agency have now confirmed that there is no legal

impediment, in terms of hygiene, to a fully trained guide horse being permitted access to the

front-of-house areas of food retailers or catering establishments. They have also said that

their position would not be any different with regard to either trained assistance dogs or

assistance horses. As such, the Chartered Institute for Environmental Health are updating

their guidance to reflect this advice. Having achieved this change in guidance is, I believe, a

major step forward for the guide horse programme. 

2. The Equality Act 

Regarding the Equality Act, and whether legislation needs to changed to cover guide horses,

you may know that a key principle which the Equality Act establishes is the need to make

‘reasonable adjustments’ to avoid either direct or indirect discrimination against disabled

people. 

Because of the Equality Act, establishments cannot fail to make a ‘reasonable adjustment’

for a disabled person – the legal question is whether each individual adjustment is a

‘reasonable’ one to make. What is ‘reasonable’ depends on many circumstances.

The Act does not list possible adjustments and what is ‘reasonable’ can vary in different

contexts. However, permitting a guide dog entry into a shop or restaurant is almost

universally recognised as ‘reasonable’. 

In view of this, though I am not legally trained, I do not believe that the Equality Act would

need to be amended to afford a trained guide horse the same protection as a guide dog. My

understanding is that the only specific mention of dogs in the Act is in reference to either

Private Hire vehicles or Taxis. As you have pointed out to me, a guide horse would need a

special vehicle for transport so this would not be necessary.

The question is whether permitting a guide horse into (for example) a restaurant is

‘reasonable’. Of course, the Equality Act has never been tested in the courts with a guide

horse. Therefore we cannot fully know at this stage whether permitting a guide horse would

be found to be a ‘reasonable adjustment’ by a judge’s interpretation of the Equality Act. 

Should any future guide horse users find themselves refused access because of their guide

horse, they would have the option of bringing a case against the establishment which refused

them entry using the Equality Act as their basis. It would then up to a judge to find whether,

in this particular case refusing a disabled person with a guide horse was ‘reasonable’ or

not. However, I imagine that this new guidance from the Food Standards Agency and

Chartered Institute of Environmental Health will no doubt be extremely beneficial should a

court ever consider such a case.

 

Logistics:

Digby stands at two feet tall, the same size as some large guide dogs. Digby weighs 75kg. He wears thunderpants, which catch any mess when he relieves himself. When Digby lifts his tail, all the mess is gathered in the pants. He will be toilet trained however. Miniature horses can go for upto three hours before needing to relieve themselves. They can be trained to ring a bell or claw at the floor as a command that they need to go. Miniature horses also have a natural tendancy to only urinate on surfaces that won’t splash back onto their legs.

 

 

Mohammed Salim Patel:

I suffer from a degenerative eye condition called Retinitis Pigmentosa. It is a condition that means you lose your night vision first, followed by your peripheral vision and finally you lose your central vision; becoming totally blind. I lost most of my sight from the age of 16 and I’m now left with a very small amount of central vision in my right eye only, which could go at any time.

 

In terms of my situation when it comes to using a guide dog, I have a very big phobia of dogs, which has completely ruled out the option of a guide dog for me. I didn’t grow up around dogs and the odd few occasions that I did have interactions with them weren’t positive. There was an incident as a child, where I was walking on the pavement and a big dog started running towards me. To avoid it, I ran into the road. I wasn’t hit by any cars but this trauma stuck with me. As I got older, I did try to overcome the phobia as I saw the benefits a guide dog brought to my friends, but sadly I couldn’t.

 

I heard about miniature guide horses through a documentary in 2014. . The documentary was looking at different roles that miniature horses were fulfilling in America. One of the contributors was Dan Shaw, who was using the world’s first guide horse called Cuddles. Cuddles was trained by the Burleson family and was paired with Dan in 1991.

After watching this documentary, I looked into seeing if there was any possibility of guide horses being trained in the UK, but all the organisations I approached said no. Some organisations even laughed at me for suggesting such a concept.

 

This added to my acknowledgment and acceptance that I would have to come to terms with a life that is going to be reliant on others. I could only go out and about if someone was free to take me, I couldn’t really have a social life because I’d always need someone to accompany me etc.

 

However, last year I read an article, on the BBC News website, about Katy Smith and how she uses miniature horses as therapy animals and how she takes them into carehomes and schools etc. In this article, Katy mentioned that she was looking to train Digby as a guide horse, as he was showing the signs only a couple of weeks after being born that he likes learning and had an “ora” about him that made Katy feel he would be suitable for the role.

 

With having given up on the idea of a service animal, but then learning that there was someone here in the UK that was looking to train a horse, I instantly contacted Katy and expressed my interest.

 

We’ve been working together ever since. As I’m a journalist with the BBC, I’m helping Katy with media coverage, articles, letters, emails and any other tasks, so she can focus solely on Digby’s training.

 

I used to go horse riding as a child and I’ve always been comfortable around horses. I have also decided to take horse riding back up again, to get as much interaction as possible with horses but also to build a close relationship with the riding school, so that when Digby comes to live with me I can take him there. Whilst I’ve not grown up around them or learnt how to care for horses, I plan to undertake a horse husband course.

 

I live 800 yards away from a farm, that keeps ponies. There is also a riding school, in Haslingden, which is a couple of miles from my house. So Digby would be taken there regularly to play and interact with other horses. He has two lawns to graise in my garden but I also live next door to a school which has vast playing fields. I’ll build Digby a stable in the garden also.

 

 

 

Katy Smith:

After breaking my back in 2012 from a riding accident, I saw the amazing benefit that horses can have on people from a therapeutic perspective. I got the hospital to provide me with a frame that would allow me to go and see my horses. I also learnt about the benefit horses can have on people when my dad was in a carehome/unit and as a thanks to the service provided to my dad, I arranged for one of my miniature horses to go to the home, and the response from residents there was amazing. This is what lead me to set up my business, KL Pony Therapy.

 

The guide horse programme has been running for almost two decades in America. This is where the concept was first introduced by Janet Burleson and her husband Don. They trained up Cuddles, the world’s first guide horse in 1991. Israel has also trained up guide horses. I’m looking to do the same in this country.

 

I am not looking to take away from what the organisation Guide Dogs do or stop people using guide dogs. All I am looking to do is provide an alternative to those who can’t use a dog and are able to keep a horse.

 

A guide horse is able to work for a lot longer than a guide dog. A guide dog would need to retire when it is eight-years-old whereas a guide horse can work for upto 40-50 years.

 

American miniature horses are used for guiding, because they are the right size – 30 inches or less in height.  

 

Legally, any public establishment can’t refuse a guide horse because it would come under providing a reasonable adjustment for the blind person relying on the assistance animal. The only place where a guide dog is specifically mentioned in the Equality Act 2010 is when referring to taxis – Section 168-173. As Digby wouldn’t be using taxis, we aren’t looking to change the wording of legislation.

 

A guide horse would be for the blind only. They would fulfil the exact same role as a guide dog. A guide horse would also bring its own natural benefits, like having 350 degree vision, the ability to see in almost near darkeness, their natural tendancy to guide – as seen with wild horses guiding a blind horse within the herd and their ability to not be spooked, as proven by cavalry.    

 

We’ve been given permission by the food standards agency to take Digby into any front-house establishment who serve food. Digby wears thunder pants – which catch any mess, but he will also be toilet trained.

 

I shall be going on a clicker training course in June 2018 in Suffolk. It is lead by Alexandra Curland, who is coming over from America. She trained Panda, who is a working guide horse and has been guiding Ann Edie for 15 years now.

 

I also hope to go out to see Ann and Panda in September 2018.

 

This clicker training course will then allow me to further Digby’s training using the clicker method. Upon completion of the course, I will then be able to train future guide horses, for which I’ve already received requests.

 

Digby at this stage is going through the ‘puppy’ walking stages that a guide dog in training would.

This is where he is getting use to various environments, sounds, smells and people. He is doing this by frequenting different shops, carehomes and different establishments. As I take therapy horses into carehomes, I am also taking Digby with me to get him use to travelling and different situations. This is also helping with his toilet training. Digby is also being trained to climb and descend stairs.

 

I am working with rail museums so that Digby can become accustomed to train platforms and carriages before he ventures out to live working train stations.

 

 I am also working with South Yorkshire Police horses because this will allow Digby to not only work with other horses but this training is such that he will become accustomed to all kinds of sounds and sights. Digby will become a “spook-free” horse as a result of this training with police horses.

 

We visit different stores and establishments to raise awareness with businesses about the concept of a guide horse, but it also assists with Digby’s training. 

 

Mohammed is working on raising awareness by contacting the likes of the British Retail Consortium, UK Hospitality (formerly British Hotel Association) etc.

 

I am fundraising and seeking a sponsor, which will allow me to get out to America and/or Israel as there are guide horse trainers and schools there so it would be great to visit them and look at their training programmes. It is also to cover the costs that are associated to training.

 

Digby is picking up all the cues and is showing that he enjoys working and has all the abilities to fulfil the role of a guide.

 

Mohammed has already bonded with Digby and they ‘know each other’ Although Mohammed isn’t required as much at this stage, they do meet when it is possible.

 

To follow Digby’s progress, be sure to follow him on Twitter, using the handle @DigbyGuideHorse or follow KL Pony Therapy on Facebook.

Link to BBC Countryfile coverage:

https://youtu.be/dtE8zciJBH0

 

Link to BBC North West Tonight coverage:

https://youtu.be/Ou5oa-i1Pn4