Distracted pedestrians putting lives at risk

Most smartphone users admit to using their devices when crossing the road, even when there is no formal crossing, according to new research.

Ford surveyed 10,000 people across Europe and found that young people aged 18-24 are most at risk.

This age group is most likely to have used mobile devices or phones (86%), talked on the phone (68%), listened to music (62%), texted (34%), and had an accident or near miss (22%), while crossing the street.

Young drivers

Ford is highlighting the risks posed by distracted pedestrians as part of Ford Driving Skills for Life (DSFL).

Now in its third year, Ford’s DSFL event will take place at the Excel Exhibition Centre from November 20-22 ahead of National Road Safety Week.

Ford Driving Skills for Life puts young drivers (aged 18-24) behind the wheel with free-of-charge, hands-on training that covers hazard recognition, vehicle handling, plus speed and space management, and distraction awareness.

Working together with leading safety organisations, the training highlights the risks of drink-driving and using social media while driving.

“It’s one thing to walk along the pavement with headphones on listening to music, but stepping into a road while texting, playing a game or browsing online is extremely dangerous,” said Ford DSFL’s Jim Graham.

“Our training makes young people more aware of their surroundings both as a driver and a passenger, so hazards can be anticipated earlier.”

Pedestrians at risk

Official data obtained by the Institute of Advanced Motorists (IAM), Britain’s biggest independent road safety charity, reveals that 23% of vehicle accidents involving a pedestrian injury in the UK in 2013 occurred in circumstances where the pedestrian failed to look properly, was careless or reckless, or in a hurry.

“Pedestrian fatalities are rising faster than any other group right now so it is vital that drivers are more sympathetic and aware of pedestrians when they make their journeys,” said IAM’s Sarah Sillars.

“There is no need to blame any party when it comes to how to reduce the numbers of people killed and injured on our roads – all road users need to look out for each other and ensure we minimise the impact of our own and others’ unpredictable behaviour.”

According to official figures, 85,525 pedestrians lost their lives on European roads between 2003 and 2013.

Safer cars

Ford recently introduced a new pedestrian detection technology that could assist the driver in reducing the severity of accidents or help drivers avoid them altogether.

Pre-Collision Assist with Pedestrian Detection, available on the new Galaxy, Mondeo, and S-MAX models, can, under certain conditions detect people in the road ahead, or who could cross the vehicle’s path, and can automatically apply the brakes if the driver does not respond to warnings.

The system processes information collected from a windshield-mounted camera, and a radar located in the bumper, and checks it against a database of “pedestrian shapes” to distinguish people from typical roadside scenery and objects.

While the new system may be especially helpful in unexpected situations, it does not replace the driver and has limitations including night-time, low and harsh lighting conditions, certain weather conditions, and vehicles moving in a different direction.