Norfolk County Council study suggests nearly half of traffic incidents are caused by loss of driver concentration

Figures suggest that nearly half of all driver-related traffic incidents in Norfolk are caused by some form of distraction and a loss of concentration at the wheel.

And during a recent road safety attitude survey, more than half of residents (57%) admitted they had arrived somewhere by car but had no clear recollection of parts of the journey.

Norfolk County Council officials believe this indicates that driving “on autopilot” is increasingly common, particularly during familiar routes such as driving back home.

To help influence drivers’ behaviour and enable more people to travel to their destinations safely, the authority’s public health’s road safety team has partnered with Drive iQ, Norfolk Police, Norfolk Fire and Rescue, the East of England Ambulance Service and experts in behaviour change to launch a Stay Focused campaign.

This will offer businesses and drivers access to free online training and resources to improve focus while driving.

"In rural counties like Norfolk many of us spend a lot of time driving, just getting on with daily life,” Cllr Bill Borrett, the county council cabinet member for public health and wellbeing, said.

“These figures suggest that collisions are likely to occur during routine journeys where distractions and tiredness can compromise a driver’s focus.

"The Stay Focused campaign highlights the issue of driving on autopilot and offers tips and guidance on how to keep your brain in gear and fully focused on the drive.”

The survey was conducted in March 2023 among 600 Norfolk residents.

It found that one in four drivers will start their journey with good focus but will start to lose their concentration towards the end.

Meanwhile, 22% of drivers said they have missed a turning on a familiar journey in the last year - and 30% admitted becoming distracted while at the wheel.

The Stay Focused resources are available at www.norfolk.gov.uk/stayfocused and show people how they can train their brain to keep the mind alert when driving.

It includes an interactive quiz developed by the Open University to test how focused you are when you drive and a Mind Coach podcast, offering valuable insights and techniques to train the brain for enhanced focus during driving.

Norfolk residents can also access a series of free online driver safety education modules by visiting Drive iQ’s Smarter Driving programme.

Richard Hill, CEO of Drive iQ, said: "At Drive iQ, we are dedicated to improving road safety through education. Our collaboration with Norfolk County Council on the 'Stay Focused' campaign highlights our commitment to encouraging attentive driving and making our roads safer for everyone."

Norfolk residents reported the top three reasons that most likely distracted them while driving were not having sufficient sleep, other adult passengers, and using a Sat Nav.

Professor Gemma Briggs, head of discipline and professor of applied cognitive psychology at Open University, said: “Driving needs all of your attention, all of the time so you can reliably react when needed.

“Losing focus for just a few seconds can have devastating consequences, so it is your responsibility to control your attention: having both hands on the wheel and your eyes on the road isn’t enough if your mind isn’t also focused on driving.”

Chief Inspector Vicky McParland said: “Driving whilst distracted is as destructive as drink/drug driving.

“The road situation in front of you can change within seconds and you will not be able to react quickly enough to prevent a collision.

“We all have a shared responsibility to keep everyone safe on Norfolk’s roads. Making sure that you are not distracted forms part of this.”

"We all know that driving is a complex task that demands our full attention," Cllr Borrett added.

"By staying focused and vigilant when we drive and being considerate passengers , we can all play a role ensuring safer journeys for everyone."