Fatal distractions?

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The increasing functionality of mobile phone technology and growing addiction to social networking sites such as Twitter and Facebook are driving motorists to distraction now more than ever before, with motorists openly admitting to breaking the law by 'tweeting' behind the wheel and potentially putting lives at risk¹.

According to new research out today by esure car insurance, nearly one in ten (nine per cent) motorists questioned are using mobile internet services and social networks whilst driving – to tweet, text and update their Facebook profiles¹.

Analysis of Twitter from esure² found that an average of 52 motorists per day are even flaunting their dangerous use of social media behind the wheel with one person even stating, "(I'm) driving with my knees and peeling an orange…Probably not the safest thing to be doing." The use of any mobile internet services and social networks whilst driving can have potentially fatal consequences as drivers are distracted from the road ahead.

A selection of driving 'Tweets' from the past week:

"Driving with my knees and peeling an orange…Probably not the safest thing to be doing."
"Driving school bus"
"Irresponsible twitter driving woo!"
"Driving up to Newcastle while we Tweet!"
"Driving home in the rain…almost crashed!"
"Trying my best to stay awake while driving"
"Awake, hungover, and driving"
"Is it wise to use Twitter while driving? Probably not"
"Intoxicated driving. Let’s hope this works out"
"Twittering and driving…"

Whilst the research shows 92 per cent of UK motorists know it is illegal to use their hand-held phone while driving, 45 per cent of motorists openly admit to breaking the law by texting and making calls while driving and, with tens of thousands of mobile phone applications widely available³, it seems that motorists are finding it increasingly difficult to resist the urge to reach for their mobile devices whilst driving.

Findings from the research also revealed that:

Almost half of all motorists (48 per cent) surveyed believe that any form of alert or light emitted from a device such as a mobile phone or Blackberry is very distracting while driving
Over a third of drivers (37 per cent) polled find mobile alerts too difficult to ignore while driving
Nearly a fifth (19 per cent) of motorists questioned have rummaged through a handbag, glove box or pocket to locate a mobile phone while driving
Over half (51 per cent) of drivers asked fail to put their phones on silent when driving
Just 19 per cent of Brits admit that when driving they completely turn off all mobile technology

Mike Pickard, Head of Risk and Underwriting at esure car insurance, said:

"There is a time and a place for social networking and it certainly isn't when driving a car. Messages being posted on Twitter from behind the wheel are a real cause for concern for the safety of other motorists and pedestrians.

With advances in technology and the rise in mobile phone applications available, motorists are being increasingly distracted whilst behind the wheel – especially as constantly updating friends and family on what we're doing is now becoming the norm. Our advice to motorists is to remove this temptation altogether by switching off all mobile technology before driving to ensure focus solely remains on the road ahead."

Regional differences

Motorists in the North East find mobile technology the most distracting, with 56 per cent saying that incoming beeps, vibrations, flashing lights, calls or alerts are very distracting while driving.

Drivers in the East of England admit to breaking the law by answering calls while driving, with almost a third (32 per cent) admitting that they have done this. However, just 22 per cent of Scottish motorists admit to answering phone calls while they are driving.

Gender divide

Female motorists find mobile technology more distracting than male motorists when driving, with half of women (50 per cent) admitting that they find incoming beeps, alerts, vibrations etc very distracting while driving compared to 46 per cent of male drivers.

And more male motorists admit to having broken the law by answering calls while driving, with 29 per cent confessing to doing so, whereas just a quarter (25 per cent) of female drivers admit to having done so.

-ends-

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

An ISDN line is available for radio interviews

Notes to Editors:

esure used the independent online research company FlyResearch who surveyed 1,000 of the UK's motorists, from across the country aged 18 and over, on 2nd April 2009. 'Tweet' is the name given to a status update on Twitter.
esure monitored worldwide driving-related 'tweets' on Twitter for a week long period (30.03.09 – 05.04.09)
http://www.apple.com/iphone/

About esure:

esure was launched in 2001. The company offers car, home, pet and travel insurance over the internet and by phone. esure also offers car insurance cover through the brands Halifax, Sainsbury's, Sheilas' Wheels and more recently home insurance through the Sheilas' Wheels brand.

Sponsorship:

esure has secured two of the UK's most iconic sponsorships: the ITV National and Channel 4 Weather bulletins.

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