British scenery distracts motorists

As Brits hit the roads for the long bank holiday weekend, drivers are being advised to enjoy the sights along the way without taking risks when behind the wheel.

Research by safe driver champion Privilege Insurance reveals that many drivers admit to putting themselves and their passengers at risk by losing concentration at the wheel in order to take in the nation’s famous sights.

Landmarks such as the Angel of the North distract a sixth of drivers and dramatic buildings cause more than one in ten motorists to lose concentration on the road.

And men are the worst culprits.  More known for being distracted by attractive pedestrians, a third of men (30 per cent) have their attention diverted by beautiful scenery, compared with less than a quarter of women.  And twice as many men’s eyes as women’s are drawn to dramatic buildings like Durham Cathedral.

Young drivers are the most in awe of their surroundings.  A third of those aged 18 to 29 admitted being sidetracked by a lovely landscape and a fifth by famous monuments.

But while checking out the local countryside may seem harmless, approximately 16,000 people are killed or seriously injured on the UK’s rural roads each year*. Earlier this month, the Government announced a major overhaul of road speed limits in an attempt to cut casualty rates – especially on rural routes.  74 per cent of drivers believe the current speed limit is too high for some or all country roads**.

Ian Parker, Managing Director of Privilege Insurance, said:
“Our advice to motorists, when driving on unfamiliar roads, is that it’s even more important than usual to concentrate on your driving – no matter how beautiful or fascinating the surrounding landscape may be.  If you do want to enjoy your surroundings, you will usually find designated parking areas close-by, so you can take in the sites and stay safe.”

-Ends-

Percentage of drivers distracted by stunning scenery
All drivers  27%   South East  26%
Men   30%   Midlands  31%
Women   23%   East Anglia  35%
18-29 year olds  32%   Wales   27%
30 – 50 year olds 27%   South   23%
Over 50  25%    North West  20%
      North East  35%
      Yorkshire  28%
      Scotland  25%

Percentage of drivers distracted by dramatic buildings
All drivers  12%   South East  14%
Men   15%   Midlands  15%
Women   8%   East Anglia  18%
18-29 year olds  19%   Wales   9%
30 – 50 year olds 13%   South   5%
Over 50  8%    North West  9%
      North East  7%
      Yorkshire  17%
      Scotland  7%

Percentage of drivers distracted by famous monuments
All drivers  16%   South East  19%
Men   19%   Midlands  14%
Women   13%   East Anglia  18%
18-29 year olds  20%   Wales   13%
30 – 50 year olds 16%   South   11%
Over 50  14%    North West  8%
      North East  12%
      Yorkshire  25%
      Scotland  18%

* According to Rospa research, 49,122 people were killed between 2002-2004 on rural roads.
** Direct Line research, July 06

Notes to editor 

The research was conducted between 14th and 17th October 2005. YouGov interviewed a sample of 2046 individuals in GB. The survey was carried out online. Results were weighted to be representative of the known profile of population from the 2001 Census.