Roadside objects such as billboards, flashing signs and Christmas decorations cause a third of motorists (32 percent) to lose concentration while behind the wheel. And 41 percent of these drivers confess to be distracted for up to 5 seconds - the equivalent to 15 car lengths at 30 mph - two and a half times the stopping distance is required at this speed. At 60 mph, this means that motorists would be travellers at least the length of a football pitch without their full concentration on the road.
Overall roadside checks are distractions draw the attention of 83 percent of British drivers away from the road, Privilege.
And it male drivers, are most affected as one in five (22 percent) to admit that captivated by scantily-clad women in ads, compared to only one of ten female drivers by semi-naked male models (11 percent).
As public spaces cluttered with illuminating and moving images, 26 percent of British drivers have been distracted by huge advertising billboards, fifth (21 percent) by the new vehicle activated signs and 17 percent by the Christmas lights and decorations.
Dr Mark Young, an expert in the fields of transport ergonomics at Brunel University, said:
" While we currently know much more about the in-vehicle distractions such as cell phones as external distractors, there is a growing body of concern about the lack of a coherent strategy for the placement of roadside checks.
" driver " visual workload varies through the course of a journey, and in times of crucial importance - a difficult negotiating position roundabout, for example, there is a small but significant risk of distraction from novel stimuli like advertising. In fact, this risk is probably underestimated and we need to do more research on the possibility of excluding non-essential information when the driver is already busy dealing with the road. "
Ian Parker, Managing Director of Privilege Insurance, said:
" It seems that the development of new technologies, products and techniques of advertising is always in the way of road safety. The impact of the increase in the view Fang roadside objects such as illuminating signs has not been monitored until today. Privilege is the motorists with tips on how to while driving between the rise in disturbing objects. "
To help drivers focus on the roads, relevant character and drive as safely as possible, Privilege is the driver with the following advice: Try
, only the official notice signs and notices, which is crucial for driving. Try to say it loud, as it if it helps, do it. When someone asks what was the last character, you should be able to say.
constantly scan the road environment for other potential hazards. Do not let your vision wander from the beaten track.
If you are stationary try to keep your eye on the traffic - or any road signals. Listen to mid-paced music to relieve boredom, instead of your concentration to wander in the street distractions.
Privilege offer specialized and highly competitive insurance for safe drivers, with a guarantee to beat fully comprehensive renewal quotes for any driver with 4 years no claims discount.
For offer a competitive Privilege, telephone 0845 246 8336 or visit www.privilege.com.
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