Web agencies adaption of accessible web directives

Abstract: Digital divisions are getting smaller in Sweden which makes the range of users wider than ever before. This results in higher expectations and requirements on web in order to be sufficient for everyone. This study investigates how web agencies work with web accessibility, why some do not work with it and solutions making daily operations more efficient. This is a qualitative study with an inductive approach, where semi-structured interviews were used to gather empirical data. Six web agencies in Jönköping took part of the study through interviews. In order to analyse the empirical data we used thematic analysis. No unknown methods or techniques were discovered along the study. There were surprisingly few agencies that worked with accessibility at all of those who took part in the study. Some of them more than others, but overall it was low prioritized. Lack of knowledge within the subject became the main reason for not develop for accessibility. An immature and non-standardized industry might be the explanation behind that. Not surprisingly, resources in form of economy is also a reason. It turns out to be hard for agencies to motivate customers to pay for accessibility. However, the motivation process with customers is rarely supported by enough knowledge and leads therefore to insufficient arguments, which does not motivate customers enough to pay for it. Further on, include web accessibility as a given part of CSR plans on both agencies side, but also motivating it for customers. The importance of a mature dialog about it is crucial for survival of accessibility. All parties of a development process should take their responsibility. Everyone can and should participate in the journey towards a more equal society.