Because they can't keep their eyes on the road, UK drivers put themselves in danger.
32% of drivers lose focus on the road because of things like billboards, flashing signs, and Christmas decorations. And 41% of these drivers say that they have been distracted for up to 5 seconds, which is the same as driving 15 car lengths at 30 mph, or 1.5 times the distance needed to stop at this speed. At 60 mph, this means that drivers wouldn't be able to pay full attention to the road for at least the length of a football field.
Overall, 83 percent of UK drivers are distracted by things on the side of the road, according to a study by Privilege.
One in five (22%) male drivers say that scantily-clad women in ads catch their attention, but only one in ten (10%) female drivers say the same thing about semi-naked male models (11 per cent).
26 percent of British drivers have been distracted by huge advertising hoardings, 21 percent by the new vehicle-activated signs, and 17 percent by Christmas lights and decorations. This is because public spaces are becoming more crowded with bright and moving images.
Brunel University's Dr. Mark Young, an expert in transport ergonomics, said:
"At the moment, we know a lot more about distractions inside the car, like cell phones, than about distractions outside the car. However, there is growing concern about the lack of a clear plan for arranging roadside furniture.
"During a trip, a driver's visual workload changes, and there is a small but significant risk that something new, like an advertisement, will distract them at a crucial time, like when they are trying to get through a tricky roundabout. In fact, this risk is probably underrated, and we need to do more research on the possibility of leaving out non-essential information when the driver is already focused on the road.
Ian Parker, who runs Privilege Insurance as its Managing Director, said:
"It looks like the creation of new technologies, products, and ways to advertise is hurting road safety. We haven't thought about what it means that there are more things on the side of the road that stand out, like signs that light up. Privilege is giving drivers tips on how to stay focused on the road as the number of things that can distract them grows.
Privilege is giving drivers the following tips and advice to help them pay attention to the roads and signs and drive as safely as possible:
Try to only pay attention to official signs and warnings that are important for driving. If it helps you pay attention, try saying them out loud as you pass them. You should be able to tell someone what the last sign was if they ask.
Always keep an eye out for other possible dangers on the road. Don't let your thoughts go off the beaten path.
Try to keep your eyes on the traffic in front of you or any road signs when you are stopped. If you're bored, listen to music with a medium pace instead of letting your mind wander to things along the road.
Privilege is a company that specialises in offering cheap insurance to safe drivers. They promise to beat fully comprehensive renewal quotes for any driver with 4 years or more of no claims. To get a good quote from Privilege, call 0845 246 8336 or go to www.privilege.com.
