eMarketer “People with disabilities are an underserved community with money to spend”

eMarketer chart "Share of US adults with disabilities, by type, 2018"
20 Nov 2020

People with disabilities make up a large, but diverse and underserved, segment of the US population. According to recent statistics from the Centers for Disease Control and Prevention (CDC), 67 million adults in the US—or 26% of the population—reported living with at least one type of disability.

In fact, the disability community includes more than two in every five adults ages 65 and older (43.8%), more than one in four women (27.2%), and nearly two in five non-Hispanic Native Americans or Alaska Natives, making it the nation’s largest minority.

The American Institutes for Research (AIR) calculated in 2018 that the 20 million US working adults (ages 16 to 24) with disabilities—not including their extended families, support networks, and allies—had a collective after-tax disposable income of $490 billion, slightly lower than those of Black ($501 billion) and Hispanic consumers ($582 billion). Discretionary income averaged about $17,000 per person, or $21 million in aggregate, more than the $19 million for the Black and Hispanic market segments combined.

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