12.5 million* drivers put ‘sexy’ before safety on the road
- Over 900,000 motorists have had an accident due to looking at an attractive pedestrian or an advertising billboard
When questioned, over one third (37 per cent) of motorists admit to being distracted by attractive pedestrians whilst driving, a new study by leading motor insurer Direct Line has found. Advertising billboards, many of which feature picture-perfect models, also give cause for concern, with one in five motorists (21 per cent) citing them as a major distraction from the road ahead.
When faced with an attractive pedestrian or model on an advertising billboard, over half (59 per cent) of drivers admit that they would take a quick glance before returning their full concentration back to the road ahead.
These ‘admitted’ figures may be much lower than the actual ones, as a separate observational study** for Direct Line, carried out by Transport Research Laboratory, showed that during 15 hours of driving the number of drivers distracted by pedestrians was actually 70 per cent.
Over 900,000 drivers admit to having had an accident as a result of their eyes leaving the road to ogle either attractive passers-by or advertising billboard models since gaining their full driving licence. A further 20 per cent of drivers have had a ‘close shave’ as a result of these roadside distractions.
The research revealed that it is men who really struggle to keep their eyes on the road, with 60 per cent admitting to being sidetracked by good-looking pedestrians while driving and nearly a fifth (17 per cent) confessing they ‘could not help but look’. In contrast, only 12 per cent of women say that a good-looking pedestrian has caused them to divert their attention from driving.
Maggie Game, Head of Car Insurance at Direct Line, comments: “Stealing a quick look at an attractive pedestrian or billboard model may well be a bit of fun but, on a serious note, drivers shouldn’t underestimate that this type of distraction is a major contributing factor in road accidents.”
For further tips and advice on safe driving visit the road safety section of our website.
For further information please contact:
Matt Owen
Direct Line
Direct: 020 8285 8795
Mobile: 07739 308 808
Email: Matthew.j.Owen@rbs.co.uk
Direct Line
Started in 1985, Direct Line became the first UK insurance company to use the telephone as its main channel of communication. It provides motor, home, travel and pet insurance cover direct to customers by phone or online.
Direct Line is part of RBS Insurance, the second largest general insurer in the UK and is wholly owned by the Royal Bank of Scotland Group. Customers can find out more about Direct Line products or get a quote by calling 0845 246 3761 or visiting www.directline.com.
Direct Line Insurance plc is authorised and regulated by the Financial Services Authority. Registered office: 3 Edridge Road, Croydon, Surrey CR9 1AG. Registered in England and Wales no. 01810801. The Financial Services Authority's Register can be accessed through http://www.fsa.gov.uk/register/
Notes to editors
* Opinium Research carried out an online poll of 2,142 British adults between 26th and 30th of September 2008. Results have been weighted to nationally representative criteria.
37% of 33.7 millions motorists in the UK (Department of Transport) is 12,469,000 motorists.
6% of motorists who have been distracted by attractive pedestrians or advertising billboards (15,364,000 motorists) have had an accident as a result of being distracted by these things while driving = the equivalent of 921,840 motorists.
** ‘Drivers’ attitudes to distraction and other motorists’ behaviour: A focus group and observational study’ was produced by TRL Limited for RBS Insurance in April 2008.
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