Bridgestone study: Distracted driving 'socially unacceptable' among young drivers

NASHVILLE, Tenn. (April 19, 2013) — A new survey shows that young drivers think it's socially unacceptable to drive distracted.

Yet, social pressures fail to keep young drivers from engaging in those behaviors, especially when driving alone.

This fact is among the results of Bridgestone Americas' annual survey that polls more than 2,065 drivers aged 16 to 21 nationwide.

According to the polling, 71 percent said that reading received texts and emails is unacceptable, yet 45 percent admitted to doing it themselves. Almost 80 percent said they believe sending texts and emails behind the wheel is unacceptable, but 37 percent admitted to engaging in the behavior.

The fact that new drivers admit to driving distracted less frequently when in the company of others suggests that these behaviors are becoming socially frowned upon, Bridgestone said in releasing the results.

Among the survey's findings:

• A "striking 95 percent of teens read texts and emails when on the road alone," Bridgestone said, while only 32 percent do so around friends and only 7 percent when in the company of parents.

• More than 90 percent of young drivers admitted to posting on social media sites while driving alone, but only 29 percent post when with friends in the car and only 5 percent driving with their parents.

• Three-fourths of those surveyed admit to watching a video when alone in the car, 45 percent when with friends and 7 percent when with their parents.

• Overall, these results suggest that teens believe they may be viewed unfavorably by friends or parents if they engage in unsafe driving behaviors.

"The fact these actions are becoming socially unacceptable shows progress in the effort to raise awareness of the risks and consequences of distracted driving, but with this many teens admitting to engaging in the behavior privately, there is still much work to be done," said Angela Patterson, manager of Bridgestone's Teens Drive Smart Program.

"We have to continue to reinforce that it's not OK to drive distracted alone or with others. It only takes one time to cause a crash that can injure yourself or someone else."

The survey also uncovered a sizable gap between what behaviors young drivers admit to doing behind the wheel and what they believe their friends to be doing while driving. The tire maker also found that "overall, young drivers assume their friends are participating in digital distractions in significantly greater numbers than they admit doing themselves."

Bridgestone  former U.S. Secretary of Transportation Ray LaHood saying that "over the last four years, we have worked hard at DOT (Department of Transportation) to both raise awareness of distracted driving and encourage everyone to speak out about it. Now, it's part of a national conversation on safety that's happening between teens and parents in communities across America.

"While we've made considerable progress in a short period of time, we still have work to do to help our youngest drivers get the message that cell phone use and driving never mix."

Other findings of the survey include:

• More than 63 percent of young drivers say they take extra precautions to make sure they don't get "too distracted."

• When comparing the danger of driving distractions to the danger of texting while driving, teens viewed analog distractions—such as eating or driving while drowsy—less dangerous than texting behind the wheel.

• Sixty-five percent of young drivers admit to driving while drowsy.

• While 33 percent admitted to sending a text or email while driving on the highway, 80 percent admitted to reading at a stop sign; 78 percent confessed to doing so at a red light.

"With this many new drivers engaging in distracted driving behaviors," Ms. Patterson said, "it's clear we have to continue to educate on the serious consequences that activity can have. The Bridgestone Teens Drive Smart Video Contest is the ideal outlet to make a positive impact on their habits."

That contest, part of Nashville-based Bridgestone's teen safety education initiatives, is accepting videos—25 or 55 seconds in length—until June 20. Students ages 16-21 should create a short automotive safety-themed video that encourages their peers to make better decisions behind the wheel.

The top 10 videos are posted online for the public to vote on, and the three videos that receive the most votes win college scholarships: first place receives $25,000; second place receives $15,000 and third place receives $10,000.

In addition to the scholarship, each Teens Drive Smart winner also will have the chance to have his or her video used as a public service announcement (PSA) on television stations across the U.S.

Entrants can submit their videos at the Teens Drive Smart website; click on Video Contest.

A panel of judges will select 10 finalists based on the following criteria: how well the video compels viewers to be more safety-conscious when using their vehicles, and how well the video effectively and creatively communicates its message.

Ten finalist videos will be posted on the website, as well as on YouTube, Twitter and Facebook, on July 14. The general public will then select the top three winners through online voting at the Teens Drive Smart website, where the official rules are posted.