Post on 20-Jun-2018
Velma Burns, Research Manager, Road Safety Authority
Driven to distraction?
An in-depth exploration of in-car driving distractions from an
Irish perspective
RSA International Conference on Driver Distraction
March 20th 2014
Report Outline
Facts & Figures – Ireland
The Online Community
Exploring driver distractions
High level distractionsLower level distractions
Anti-distraction
communications strategies
Final Thoughts
Key facts from Irish road safety landscape
14,000 Observations in 2012
– 1 in 20 drivers observed using mobile
phone (national)
– 1 in 10 in Dublin
71
51
3327
01020304050607080
smartphone used
eircom Home Sentiment Survey 2013; (n=1,000)
Smartphone ownership
– 4,757,765 mobile phone subscriptions
in Ireland (ComReg, 2013)
– 1.6million smartphone users
– 3 in 10 admit to walking into something
when using mobile phone, rising to over
half of 16-24’s (eircom 2013)
Key facts from Irish road safety landscape cont’d
2013 RSA Survey (1,000+ drivers)
– Over half admit to using phone in some way; 3 in 4
of males 17-34
– Distraction cited as cause of
collision by 1 in 7 drivers
43
6
1
33
15
7
0
5
10
15
20
25
30
35
40
45
50
handsfree handheld texting
safe
use
More research needed to understand why drivers engage
with distractions, and what might
stop them
RSA/Millward Brown Poll of 1,000+ drivers; November 2013
Are drivers aware of their vulnerability to driver distraction ?
What coping mechanisms (if any)are
used?
Why do drivers choose to engage with the mobile
phone/smartphone?
What types of messages in anti-distraction communications
resonate? What can the RSA do?
Key research questions to understand driver
distraction
Research Design: The Online Community
• 30 participants aged between 17-47 years
•Online research tool
•Ongoing moderation by experienced researchers
•Intensive 18 day period: 10th –28th February
•Research activities released at staggered intervals
Phase 1: Getting to know the driver
Phase 2: A picture of road safety
Phase 2: A picture of road safety
Phase 4: Distraction diaries
Phase 5: Deprivation diaries
Phase 6: Campaign Co-
Creators
Phase 3: The distraction debate
Mobile Phones Children
Passengers RadiosPersonal
Grooming
Eating and drinking
Higher Level
Distractions
Lower
Level
distractions
High Risk
Need solutions!
Offer empathy?
Lower Risk
Complacency?
Vigilance
needed!
Distraction Types
Mobile Phones
•Smartphones present additional PHYSICAL and PSYCHOLOGICAL challenges
•Drivers adjust behaviour
•Each driver has OWN LIMITS regarding usage, depends on CONFIDENCE IN OWN LIMITS as a driver
Despite awareness of the risks, drivers have found ways to rationalise phone use
In case of emergency
I’m an experienced
driver
I’m being efficient
It’s a work thing
Keeping the family
schedule moving
It’s an addiction
BUT... Just 3 seconds with eyes off the forward roadway
increases likelihood of collision!
(VTTI; 2006)
Exploring the effect of deprivation: an emotional rollercoaster
– From ANXIETY to
REASSURANCE
– AGITATION to realisation that it is
possible to KICK THE HABIT
– BOREDOM to sense of
PEACEFULNESS
The first few days, I felt
like my right arm had
been cut off, I am just so
used to checking it!
BUT:
– Greater AWARENESS of own
driving
– Of OTHERS driving
– Increased CONFIDENCE to react
Driving Ability
Fear of getting caught
A near miss
Non-phone users – Scope to harness the barriers identified in the
community in future communications
Because I’ve only been driving
for just under a year, I don’t
think I could do both, for the
safety of myself and others , I
think its important to get into
the right habits
I know I would get caught
by the guards, I certainly
don't want penalty points,
insurance is high enough
without endorsements on
my license.
I swerved on the road but
luckily I was on the motorway
and had room, I got such a
fright that I actually pulled in
to the hard shoulder and
unplugged my phone, it put
me off for a while but I do still
chance the odd call
Anxiety
Guilt
Irritation
Frustration
For Parents, the driving task with children on board, is
complicated by powerful (negative) emotions
I’m always afraid that
they will choke on their
sweets and I wont be
able to help them
During the drive it can be
frustrating when she keeps
calling me or constantly
ask me questions
The noise coming from the
back of the car would be
enough to drive you mad
sometimes
It’s awful if anyone in your
car is upset or looking for
attention, it’s very hard to
just ignore them.....
Parents have plenty of strategies when it comes to trying to keep control in the backseat… but need help.
Electronic devices
Food and drinkPlaying games
and sing alongs
Giving out Pulling over Crying it out
Educate children and educate parents; modify behaviour when in the car.
Communication strategies: what resonates and what alienates
�Demonstrating reality –reality of car accidents is memorable & haunting
�Losing loved ones –poignant
�Real-life – personal stories ‘it could be me’
�Living with the consequences – don’t want blood on my hands
× Patronising or lecturing tone
× Lack of clarity of message
× Not demonstrating consequences overtly enough
× Unnecessary distractionsfrom the message (annoying sound effects or accents)
× Message too narrow – just females or young people
– Anti-distraction campaigns ESSENTIAL
– Explore EMPATHY as a communication route
– Re-visit the mindset of the LEARNER DRIVER
– Use messages that resonate
– Mobile phone use:
– Challenge justifications with hard facts
– Review psychology of addiction
– Explore impact of penalties
– Children:
– Offer supportive solutions
– Educate children & parents
Final Thoughts…