Eight in ten young adults hit digital barriers on smartphones, new research finds

London, 21 May 2026  Nearly two thirds of UK smartphone users regularly encounter barriers when trying to use apps, websites and online services on their phones, according to new research from Accessiway published on Global Accessibility Awareness Day (GAAD).

The nationally representative survey of 1,000 UK adults, conducted by Censuswide in May 2026, found that 64% of smartphone users experience at least one barrier when using digital services on mobile. Among smartphone users aged 18 to 24, this rises to 81%, the highest of any age group. More than half of smartphone users in every age group reported experiencing barriers, suggesting this is a mainstream usability and customer experience issue rather than a niche concern.

Young adults report the highest rate of smartphone barriers

The results challenge a persistent misconception that digital accessibility is mainly an issue for older people or those with disabilities. While younger users are often assumed to be more confident navigating digital services, the survey found they were the most likely to report barriers. Among smartphone users aged 18 to 24, 81% reported at least one problem, compared with 53% of those aged 55 and over. The breadth of the findings across all age groups points to a usability problem that affects a far wider population than is often assumed.

Pop-ups, poor navigation and small text top the list of digital barriers

The most common barrier was ads, pop-ups and cookie prompts that are difficult to close, cited by 21.5% of smartphone users. Slow-loading content (16.2%), confusing or poor navigation (16.1%) and text that is too small even when enlarged (16.0%) were also among the most frequently reported problems. Around one in eight smartphone users (13.2%) said content does not fit properly on their screen, reflecting the kinds of accessibility and usability issues businesses are now under growing regulatory and commercial pressure to address.

Amit Borsok, CEO and co-founder of Acessiway, said: “Accessibility is, first and foremost, about inclusion. People with disabilities and access needs must be able to use digital services equally. But the impact of inaccessibility does not stop there. These findings show that inaccessible design creates friction across the whole customer base. At a time when retailers are under pressure, businesses cannot afford to lose customers because a form is difficult to complete, a pop-up cannot be closed, or content does not work properly on a mobile screen. It goes to the heart of customer experience, loyalty and commercial performance.”

The commercial case for action

The findings arrive at a difficult moment for UK retailers. A CBI survey published in April 2026 reported the sharpest year-on-year decline in retail sales since its series began in 1983, with consumer confidence at a multi-year low. Meanwhile, research from disability charity Purple has estimated that UK businesses lose around £2 billion a month by not adequately meeting the needs of people with disabilities. And separate research by the Research Institute for Disabled Consumers, published in October 2025, found that 63% of people with disabilities would give a previously inaccessible brand another chance if it improved its accessibility.

A recurring pattern for UK consumers

An earlier study by Accessiway found similar patterns, with 57% of UK consumers saying digital accessibility issues would put them off shopping online during major sales periods, while 76% of younger adult shoppers said these barriers would deter them from making a purchase. Together, the findings suggest that digital accessibility has become a persistent and commercially significant customer experience issue.

ENDS

About the research

The survey was conducted by Censuswide among 1,000 nationally representative UK adults aged 18 and over, between 13 and 15 May 2026. All percentages relating to barriers experienced are calculated among the 944 respondents who own a smartphone, unless otherwise stated.

About Accessiway

Accessiway is Europe’s fastest-growing digital accessibility company, committed to making the internet truly inclusive for people with disabilities. Founded in 2021, Accessiway combines automation with human expertise to help organisations meet international standards such as WCAG 2.2 and the European Accessibility Act (EAA). With a team of over 140 specialists supporting more than 2,000 clients across Italy, France, Austria, Germany and the UK, Accessiway works with organisations in e-commerce, finance, public services, education, and technology. In 2024, Accessiway joined team.blue, one of Europe’s leading digital services providers, accelerating its reach, product innovation and compliance impact across the continent.

Press Contacts

Melanie Defries: melanie.defries@accessiway.com