Driven to distraction?

Transcription

1 Driven to distraction? An in-depth exploration of in-car driving distractions from an Irish perspective RSA International Conference on Driver Distraction March 20 th 2014 Velma Burns, Research Manager, Road Safety Authority

2 Report Outline Facts & Figures Ireland The Online Community Exploring driver distractions High level distractions Lower level distractions Anti-distraction communications strategies Final Thoughts

3 Key facts from Irish road safety landscape 14,000 Observations in in 20 drivers observed using mobile phone (national) 1 in 10 in Dublin Smartphone ownership smartphone used 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 s (eircom 2013) eircom Home Sentiment Survey 2013; (n=1,000)

4 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 Distraction cited as cause of collision by 1 in 7 drivers More research needed to understand why drivers engage with distractions, and what might stop them RSA/Millward Brown Poll of 1,000+ drivers; November handsfree handheld texting 1 7 safe use

5 Key research questions to understand driver distraction 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?

6 Research Design: The Online Community 30 participants aged between years Online research tool Ongoing moderation by experienced researchers Intensive 18 day period: 10 th 28 th February Research activities released at staggered intervals Phase 1: Getting to know the driver Phase 2: A picture of road safety Phase 3: The distraction debate Phase 4: Distraction diaries Phase 5: Deprivation diaries Phase 6: Campaign Co- Creators

7 Distraction Types Mobile Phones Children Eating and drinking Higher Level Distractions High Risk Need solutions! Offer empathy? Lower Level distractions Passengers Radios Personal Grooming Lower Risk Complacency? Vigilance needed!

8 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

9 Despite awareness of the risks, drivers have found ways to rationalise phone use In case of emergency It s an addiction I m being efficient I m an experienced driver It s a work thing Keeping the family schedule moving BUT... Just 3 seconds with eyes off the forward roadway increases likelihood of collision! (VTTI; 2006)

10 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 BUT: Greater AWARENESS of own driving Of OTHERS driving Increased CONFIDENCE to react The first few days, I felt like my right arm had been cut off, I am just so used to checking it!

11 Non-phone users Scope to harness the barriers identified in the community in future communications Driving Ability Fear of getting caught A near miss 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

12 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 Frustration Anxiety Guilt It s awful if anyone in your car is upset or looking for attention, it s very hard to just ignore them... During the drive it can be frustrating when she keeps calling me or constantly ask me questions Irritation The noise coming from the back of the car would be enough to drive you mad sometimes

13 Parents have plenty of strategies when it comes to trying to keep control in the backseat but need help. Electronic devices Food and drink Playing games and sing alongs Giving out Pulling over Crying it out Educate children and educate parents; modify behaviour when in the car.

14 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 distractions from the message (annoying sound effects or accents) Message too narrow just females or young people

15 Final Thoughts 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

16 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