A nation of 'netwalkers'

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New research out today reveals that two thirds (67 per cent) of pedestrians are putting themselves and other road users at risk by ‘netwalking’ - using their mobile or smartphones to go online or text whilst crossing roads2.

According to the study by esure car insurance, gadget-loving pedestrians are texting to distraction with one in ten (10 per cent) of those polled admitting to spending more time looking at their mobiles, iPhones and BlackBerrys than they do on the traffic around them.

The research found that 61 per cent of pedestrians make calls whilst crossing the road, while nearly a fifth (16 per cent) read emails and one in three (38 per cent) send text messages. Testament to the growth in popularity of social networking sites, a quarter (25 per cent) have also admitted to updating their Facebook status or posting a tweet.

When crossing the road, a further 29 per cent of those polled have gone online to look at websites and video content and a third (32 per cent) have used this time as an opportunity to change tracks on an MP3 player. Furthermore, one in ten (10 per cent) have even watched a film or TV programme on their mobile phone or MP3 player.

Worryingly, 15 per cent of Brits polled have involved in a collision or near miss with a moving vehicle or cyclist due to their technology addictions and nearly one in ten (eight per cent) have caused a driver to make an emergency stop or to swerve because they were looking at their phone or another gadget when they crossed the road.

The capital has the highest number of ‘netwalkers’ with 74 per cent of Londoners admitting to texting, emailing and using other technologies while crossing roads. Manchester came second with 70 per cent of the vote, closely followed by Glasgow and Sheffield (68 per cent).

Top 10 Cities of 'Netwalkers'
  %
1 London 74
2 Manchester 70
=3 Glasgow 68
=3 Sheffield 68
=5 Edinburgh 67
=5 Newcastle 67
7 Birmingham 65
8 Nottingham 64
9 Bristol 62
10 Cardiff 59


Furthermore, the research reveals that 44 per cent of pedestrians polled admitted that the temptation not to take calls or read texts and emails at crossings was too much to resist, while 45 per cent blamed busy lifestyles and work pressures on their unsafe gadgeting habits. A further 69 per cent said that using mobile technology whilst they crossed a road had become an unconscious bad habit and almost three quarters (74 per cent) said that they were capable of doing two things at the same time.

Mike Pickard, Head of Risk and Underwriting at esure car insurance, said: "Mobile technology has revolutionised the way we communicate and absorb information, but the worry - as this study shows - is that it can have a detrimental impact on our day-to-day lives. ‘Netwalking’ is just one example of technology distracting on the roads and is a real cause for concern for the safety of cyclists, motorists and pedestrians.

Our advice to pedestrians is to remove this temptation altogether by leaving mobile and technology gadgets in their pockets or bags to ensure your attention is solely on crossing the road ahead and the judging of fast moving traffic."

Gender divide
Male pedestrians are the worst culprits when it comes to emailing while crossing roads - almost a fifth (18 per cent) admitted to doing so compared to 14 per cent of females polled. However, almost half of female pedestrians (49 per cent) confess to texting while crossing roads compared to 45 per cent of males surveyed.

Yet both genders give the same reasoning for their gadgeting habits - 69 per cent of males and females polled said that they used technology while crossing roads without even thinking about doing so.

Regional differences
Pedestrians in Manchester admitted that they find the temptation to check gadgets such as mobile phones too much to resist (54 per cent), while 55 per cent of those in Newcastle claimed to do so without thinking.

The research found that Londoners were more likely to check and update their social networking site while crossing roads (39 per cent), closely followed by pedestrians in Sheffield (36 per cent). Those polled in Edinburgh were least likely to do this, with just 13 per cent admitting that they update or check social networking profiles while crossing roads.

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esure’s press contacts:

For further information please contact the esure press office at Mischief PR on 020 7100 9999 or email esure@mischiefpr.com
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Notes to Editors:

  1. 25 per cent of those polled.
  2. esure used the independent online research company FlyResearch who surveyed 1,000 UK men and women, from across the country aged 18 and over, between 16th and 20th April 2010. Fly Research is an online market research company. Its researchers are members of the MRS and Esomar, and abide by their guidelines. Further information at www.flyresearch.com.