Generations Y and Z demand accessible digital services
The generations of the digital age do not run out of content. The smartphone that has grown into their hand is full of more attractive links, images, videos, social media channels and online stores. Companies are fighting for their interest and therefore it also seems to be increasingly difficult to reach them. Fortunately, there is a solution for this too – namely accessibility. Accessibility simply means that no one should have to make an effort to move forward in the online service. Not yours, your client's, your mother's, your co-worker's, and especially not the millennial who wanders from one online service to another in a frenzy of content.
How do you reach generations Y and Z online?
Generation Y, which is approaching middle age, and Generation Z, which is approaching adulthood, are big consumers of digital media. They are characterized by endless scrolling and changing interests.
It takes something special to stop Generations Y and Z - and even more to hook them.
If that something special can't be found with a quick browse, or the path to the offered content is a little illogical, i.e. difficult, nothing will be left in the wound.
Of course, the company can actively follow the latest marketing trends and create marketing hooks based on them. However, a representative of the Y and Z generations will easily get off the hook if the user experience falls short. At that time, the conversion (i.e. purchase, download, subscription to the newsletter, etc.) that the company desperately hopes for is missed and scrolling continues to the next item.
If the online service and marketing gimmicks do not bring the desired conversion as such, it is worth considering the accessibility of the service .
Accessibility is above all usability
Ah, accessibility - so that EU directive on boring messages from the public administration? It didn't concern companies.
Right, but there are many research-based facts in that directive that should definitely be followed by all online services. Especially if you're marketing or selling something, and that's what companies generally do.
The goal of the directive's requirements is, in a simplified way, that no one should have to make an effort to move forward in the online service.
This means that the online service, as it were, directs its users quickly and effortlessly to the desired destination - to the goal desired by both the user and the service provider.
Regardless of age groups, it is also good to remember that around one million people in EU & Canada alone need accessible online services ( Ministry of Transport 2018 ). They search online for all kinds of services and products, and not just things that fall under the scope of public administration.
The accessible online service is therefore a better online service in every way. It is easier to use, understand and manage. Even with the attention span of Generations Y and Z.
Accessibility requires familiarity with the user
Improving the accessibility of an online service is easily started with accessibility mapping .
Brand Toolbox is offer expertise in accessibility in the EU and Canada. We offer companies related to accessibility, e.g.
- accessibility surveys
We will be happy to tell you how your organization's online service can be modified to be more accessible and serve all users - even the representative of the digital generation.
Without content, there is no online service
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