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…

Thank you for your attention!An in-depth exploration of in-car

driving distractions from an Irish perspective

Velma Burns Research Manager, Road Safety

Authority