Disabled Consumers: The Use of the Internet and Attitudes toward Web Advertising

ABSTRACT This article introduces a relatively unknown and underappreciated market segment to the realm of web advertising—the disabled consumer. A study is reported whereby a sample of disabled consumers are compared with a nondisabled sample in respect to attitudes toward web advertising, use of the internet, and desired features found on websites. In addition, an ethnographic study was conducted that confirmed and enhanced the findings from the survey. The results show significant differences between the two groups. Implications for web advertisers are discussed.