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Accessibility of mobile apps

Published
22. October 2024

In an era of increasing digitalisation, mobile apps have become an integral part of everyday life. According to research by App Annie, the average user opens 9 to 10 apps per day and uses approximately 30 different apps per month. Users typically have between 60 and 90 apps installed on their smartphones to help them work, learn, communicate and entertain themselves. As the mobile app market grows rapidly, so does the importance of digital accessibility. Designing apps that are accessible to everyone – regardless of their abilities, technological limitations or disabilities – has become both an ethical and a business imperative. Accessibility in mobile apps has a tangible impact on reach, user satisfaction and compliance with increasingly stringent regulatory standards. 

Mobile app accessibility - Illustration showing a smartphone with icons symbolising digital accessibility such as enlarged buttons, text scaling options and icons for assistive technologies such as screen readers. The image highlights the importance of mobile app accessibility for all users, including those with disabilities, and emphasises the importance of inclusive design in the digital world, increasing reach and improving user experience.

The growing importance of mobile accessibility

As more and more people rely on smartphones in their daily lives – not only for entertainment, but also for work, education and communication – it becomes increasingly important to design applications that are digitally accessible to all users, regardless of their abilities or technological limitations. Ensuring accessibility in mobile applications is not only an ethical consideration, but also a business one. Well-designed apps increase reach, improve the user experience and meet increasingly stringent legal requirements. 

Following the COVID-19 pandemic, many people, particularly those in the silver generation, were forced to go online. According to research by UK fintech company Nucoro, between 14 March and 14 April 2020, around 6 million users in the UK downloaded a banking app for the first time. A recent report by Efigence shows that 70% of silver generation users now bank via mobile apps. 

In 2021, time spent in mobile apps globally increased by 30% compared to the pre-pandemic period, with users spending an average of 4.2 hours a day in apps. 

 Compared to web accessibility, native apps offer more opportunities to take advantage of specific device features such as motion sensors, vibrations or location services, allowing for a more personalised user experience. On the other hand, accessibility challenges in native apps can be more complex due to the diversity of operating systems and user interfaces.

Report: Website Accessibility Analysis

Want to see what a comprehensive accessibility audit looks like? Check out a sample audit report of a web platform and learn what to focus on to ensure your site complies with WCAG and is accessible to all users.

Mobile website vs. mobile app: A very different user experience – context matters

Mobile app users typically engage with apps “on the go” – while travelling, in between tasks, while commuting, or in situations that require quick access to information or immediate action. Mobile apps are often designed for fast, intuitive access to key functions and can work offline, increasing their usefulness in a variety of conditions. Websites, on the other hand, are more often used in fixed, focused scenarios, such as working at a computer, where users have more time to browse content. Navigation between a website and an app is very different and is tailored to the context in which we use our phones.  

Growing importance of digital accessibility, including mobile apps and digital web accessibility - Illustration showing a diverse group of people using smartphones, symbolising different uses of mobile apps such as work, communication and entertainment. Accessibility icons such as wheelchair, screen reader, text enlargement and voice control are visible. The image highlights the growing importance of inclusive mobile app design, which allows full access to technology for all users, regardless of their skills or limitations.

Usability and accessibility issues in mobile apps can have a significant impact on whether users return to a product or find another app that meets their needs. Speed and ease of use are key factors. 

According to App Annie, one of the leading mobile market analysis companies, mobile app downloads will reach a record 218 billion in 2020, a 7% increase on 2019. Apps such as Revolut and PayPal saw significant growth in active users, with PayPal adding over 70 million new active accounts in 2020. 

Does mobile app accessibility pay off?

If a mobile app fails to meet digital accessibility standards, it excludes a significant group of potential customers. In industries where competition is fierce, such as e-commerce or fintech, ensuring full accessibility for all users can be a key factor in gaining a market advantage. This is particularly important in industries where the mobile app is the primary, if not the only, channel for customer interaction. Uber and Lyft have realised that accessibility not only attracts and includes people with disabilities, but also improves the overall user experience and enhances the perception of their product. 

Lost shopping baskets and revenue losses - in addition, the mobile app accessibility declaration introduces penalties for non-compliance of digital accessibility of websites and mobile apps - Illustration showing financial losses due to lack of mobile app accessibility. A smartphone is visible with icons of abandoned shopping carts, error messages and frustrated users. The image also includes currency symbols and graphs representing lost revenue. Assistive technology icons such as screen readers highlight the importance of accessibility in e-commerce applications, customer loyalty and retention.

Losses due to lack of app accessibility

Research shows that 67% of customers will abandon an app or website that is difficult to use. According to Click-Away Pound, businesses in the UK lose around £11.75 billion a year due to inaccessible websites and apps, highlighting the potentially huge global losses. 

Forrester’s e-commerce research shows that a lack of accessibility can result in a loss of 15-20% of potential revenue due to shopping cart abandonment by users with disabilities. 

Lack of availability can lead to a loss of potential revenue of 15-20%

Users value brands that are committed to corporate social responsibility and accessibility. Research shows that 70% of consumers prefer to buy from companies that publicly commit to diversity and inclusion initiatives. Accessibility is a key part of this strategy, which can lead to increased customer loyalty and a positive brand image. 

Microsoft estimates that companies that invest in accessibility experience higher customer loyalty. Users who can navigate applications without barriers are more likely to return and recommend the product, which has a positive impact on customer retention. 

Ensuring digital accessibility in mobile e-commerce applications contributes directly to business success. It opens doors to a wider market, increases conversions, improves the user experience and builds customer loyalty. In today’s landscape, where users are increasingly focused on social responsibility, digital accessibility is becoming a key factor in gaining a competitive edge. 

 

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Does the EAA specifically address the accessibility of mobile applications?

We covered the European Accessibility Act (EAA) in another article, but does it include specific guidelines for mobile apps? 

While many digital accessibility principles apply to both websites and apps, and the Directive does not explicitly set out separate requirements for apps, there are some differences, mainly due to the way mobile devices are used. These range from support for gesture navigation, access to local device features such as cameras, GPS or microphones, to design that is compatible with assistive technologies such as screen readers (e.g. VoiceOver on iOS, TalkBack on Android). 

Research suggests that around 10-15% of mobile users use various accessibility features such as text magnification, screen readers, high contrast or other system accessibility features. This number may be higher for older age groups. 

 

Read more about EAA:

Accessibility guidelines for mobile apps on iOS and Android

When designing native apps for both platforms (iOS and Android), it’s important to meet the requirements of both and to understand the differences in interfaces and native features as they relate to improving accessibility. Both iOS and Android have their own design guidelines that outline the basic principles of style, colour, typography and accessibility. Material Design for Android and the Human Interface Guidelines for iOS provide these essential frameworks.

What to consider when designing accessible apps

 When designing mobile apps, we need to follow the same WCAG standards as when designing websites. You can read more about these guidelines in the article “How to implement WCAG (Web Content Accessibility Guidelines) requirements in your organisation”. 

Usability of the interface

Usability and accessibility go hand in hand. The main difference between using a mobile application and a website is navigation. Ensuring that information is clearly arranged, that buttons are large enough and that there is enough surrounding space is fundamental. Apple suggests a minimum size of 44 x 44px. 

Older users (55+) are one of the main groups that use text magnification on mobile devices. Increasing text size is one of the most commonly used accessibility tools, especially among this group. Dynamic Type in iOS allows text size and application elements to be dynamically adjusted according to user preferences. It’s important to check that your design is prepared for content scaling and that it retains its functionality when the text size is doubled. 

Dostępność aplikacji mobilnych i aplikacji mobilnych podmiotów publicznych – Ilustracja przedstawiająca smartfon z ikonami funkcji dostępności, takich jak czytniki ekranu, gesty nawigacyjne oraz dostęp do kamery, GPS i mikrofonu. Widoczne są elementy związane z wytycznymi dla systemów iOS (VoiceOver) i Android (TalkBack). Obraz odnosi się do zgodności aplikacji mobilnych z przepisami European Accessibility Act (EAA), podkreślając znaczenie dostępności cyfrowej w aplikacjach, szczególnie w sektorze publicznym.

Gestures and haptics

Where possible, use system touch elements. Many people use touch features to enhance their interaction with the application (e.g. Haptic Touch and Taptic Engine for iOS), especially when they cannot see the screen. Apps use such elements to inform users of the success or failure of tasks or upcoming events. Gestures and haptic interactions are clearly described by the platforms, with guidelines specifying what each gesture means. It’s important to stick to the patterns used in system applications that users are already familiar with. 

Digital accessibility in mobile applications – why invest in inclusivity?

You don’t have to look far to find accessibility support. Siri, the personal assistant we all know and love, helps people with limited mobility by enabling them to perform a range of tasks using voice commands. For example, users can send a message, open an app or change phone settings without touching the screen. The most common accessibility features are VoiceOver (iOS) and TalkBack (Android). These built-in screen readers allow you to navigate using gestures and interact with app elements using voice commands. 

But accessibility is not just about helping visually impaired users. AssistiveTouch provides support for people with limited mobility. It helps people who have difficulty performing more complex gestures such as swiping or pinching. It offers a virtual control panel that provides access to functions such as returning to the home screen, adjusting the volume and more, without physically pressing buttons. The Reduced Motion feature helps neurodivergent users by reducing the movement of animations on the screen. 

Natywne funkcje aplikacji mobilnych wspierające dostępność - Ilustracja przedstawiająca smartfon z ikonami technologii wspomagających, takich jak Siri, VoiceOver, TalkBack i AssistiveTouch. Obraz pokazuje wirtualny panel sterowania, nawigację za pomocą gestów i poleceń głosowych, podkreślając dostępność dla użytkowników z ograniczoną mobilnością i neuroatypowych.

Digital accessibility in mobile applications – why invest in inclusivity?

Digital accessibility in mobile apps is about more than just meeting legal standards – it is about making a meaningful difference by genuinely caring for every user. Everyone, regardless of their limitations, should be able to freely access and use the technology that surrounds us every day. By investing in accessibility, you not only open the doors to a wider market for your organisation, but also demonstrate your commitment to inclusivity and equal opportunities for all. 

Remember, understanding users’ needs and creating friendly experiences is key to building long-term relationships. The more accessible your application is, the more people will feel it has been designed with them in mind. Accessibility is not just a business decision – it is a choice to create a better world where every user can feel fully included. 

Author

Agata Kuich

IT Business Partner 

With over 13 years of industry experience, Agata began her career in communications consulting and PR, and has been involved in digital since 2015. She has been with SYZYGY Warsaw since 2018, serving as an IT Business Partner. Throughout this time, she has collaborated with renowned clients such as Nutricia, Żabka, Danwood, Kyocera, and currently Lufthansa Group. She focuses on building teams for complex projects and strategies centered on delivering value. Her approach combines the ability to build business awareness within teams with a deep understanding of client needs. Agata aims to create teams that support individual development and foster an environment where everyone can leverage their strengths. She also served as a mentor in last year’s Dare IT program in the Project Management path, driven by her strong belief in equality and accessibility in technology.

Availability of mobile apps / changing the way information is published {Mobile availability = greater reach, better results, satisfied users}

Accessible mobile apps = greater reach, better experiences, improved results

Want to learn how to ensure digital accessibility for your mobile app and reach a wider audience? An accessible app is not only a legal requirement, but also an opportunity to 

  • Increase user satisfaction, 
  • Improve SEO and app store visibility,
  • Build a positive brand image.  

Contact us and we’ll show you how to implement accessibility solutions that will add value to your app and help you stand out in the market! 

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