Only 38 per cent of neurodivergent people are aware of sensory-friendly shopping hours
Home media company Clear Channel UK has released a new study focusing on inclusive and accessible shopping experiences.
Based on 2,000 respondents, the study ‘How diversity and inclusion can unlock audience growth’ revealed that only 38 per cent of neurodivergent people are aware of sensory-friendly shopping hours.
The study also revealed the biggest sources of discomfort for shoppers that can make customers leave shops quicker when shopping, with over three fifths of the respondents noting overcrowding, loud music for more than two fifths, bright lights for over two tenths, and in- shop announcements and bright colours for more than a tenth of respondents.
Considering that sensory processing difficulties are common among neurodivergent people, a significant number of people might simply avoid in- shop shopping due to sensory features they find overwhelming, according to Clear Channel.
It was also revealed that 68 per cent people aged 45 to 54 are the most likely to leave a shop because of overcrowding, followed by 25 to 34-year-olds at 64 per cent.
Additionally, 31 per cent of customers aged 18 to 24 and 30 per cent of 25 to 34 are more likely to leave a shop because of bright lights than any other age groups, while 50 per cent of shoppers aged 65 and older are more likely to leave a shop because of loud music.
Clear Channel UK’s research also revealed that nearly half of neurodivergent people are more likely to leave a shop because of loud music than less than half of neurotypical people. Half of neurodivergent people would leave a shop because of loud music, almost two fifths because of bright lights, and one in three because of in- shop announcements.
According to the research, 50 per cent of British customers think turning down music would make the shops more accessible and improve their shopping experience, while 31 per cent say limiting foot traffic, 25 per cent say priority queuing, 24 per cent say dimming lights, 18 per cent quieter till scan sounds, and 15 per cent say no overhead announcements would improve their experience.
Other key finding from the survey revealed only 48 per cent of Brits are aware of sensory-friendly shopping hours, and younger generations are more aware of sensory-friendly shopping hours than older generations, with 59 per cent of 18 to 24-year-olds and 53 per cent of people aged 25 to 34 at the top of awareness funnel.
It also revealed nine in ten survey respondents from Gen Z think shops need to prioritise sensory adjustments to make them more accessible, and turning down loud music in shops is the preferred sensory adjustment for people aged 25 and over, while the most desired sensory adjustment for 18-24s is limiting foot traffic in shops for nearly two fifths.
Research led by the University of Leicester recently revealed that personalised and easy-to-use health technology can have a beneficial effect on children and young people with long-term conditions.
