A Study of Awareness and Behaviors Concerning Texting While Driving

By David Abbruzese, Sarah Byrne, Stephanie Diaz and Yaday Velazco

PURPOSE: We conducted a study to research the awareness of the dangers of texting while driving, as well as measure current behaviors involving texting while driving. The purpose of this study was to help us better understand the breadth of this growing trend.

OBJECTIVES:

To measure awareness of the dangers of texting while driving To gauge current attitudes towards texting while driving and instill unfavorable

attitudes towards texting while driving To understand how often and to what extent respondents are currently using their

phones while driving

METHODOLOGY: An online survey was put together on Surveymonkey.com, it consisted of 2 screening questions asking whether the respondents drive a car, and whether they own a cellular phone. The rest of the survey consisted of three questions about their awareness, followed by four attitudinal questions and then seven behavioral questions. Respondents were then shown a 56-second public service announcement video about the dangers of texting while driving. The video was intended as a parody of a currently popular Old Spice commercial, we believed that though we were dealing with a serious subject, the comedy aspect would appeal to the younger demographic we were looking to reach. Shot on a Flip camera and edited on a Macbook, this video was then uploaded to Youtube, then embedded on page six of our survey so we could gather appropriate responses before and after viewing the video. After viewing the video, respondents were then asked three more attitudinal questions and two more behavioral questions to determine whether the video affected them. Respondents were also asked if they would be willing to sign a pledge to not text while they drive. If they chose yes, they were directed to a pledge page in which they typed their full name into a box as their signature on the pledge. If they chose no, they proceeded to a final page where four demographic questions were asked. (Respondents who signed the pledge were also directed to the demographics questions afterwards and then thanked for their participation.)

Responses were collected between Monday, April 19th 2010 and Monday, April 26th 2010. Open invitations to complete the survey were distributed on Facebook, thus ensuring we contacted an internet-savvy population, as well as a largely student population. It was important to pull mostly from a student and tech-savvy sample, as we believed these were the majority of the people who are probably texting while they drive. We are not sure exactly how many people were contacted, but we received 48 responses. We did not offer any incentive, other than to assist students in an important project. No follow-up communications were made, because unless respondents signed the petition, the survey was otherwise anonymous.

RESULTS: Awareness before video

All of the respondents were aware of the risks involved with texting while driving. Most of the respondents (63%) are aware of the risks, yet text anyway. On the other hand, 37% of respondents are aware of the risk and don’t text while driving.

Yes, and I don’t text while driving

37%

Yes, but I text anyway

63%

Are you fully aware of the risks of texting while driving? (n=46)

The majority of respondents (71.7%) do not know of anyone who had been involved in an auto accident because of texting while driving. Unfortunately, a total of 28.3% of respondents do know of someone who has been in an auto accident cause by texting while driving. Some respondents (19.6%) said that the person they knew caused the accident because of texting, while 8.7% of respondents said that the person they knew were a victim of a texting driver.

Fortunately, the majority of respondents (95.7%) have not been in an auto accident caused by texting and driving. However, 2.2% said that they have been in an auto accident because they were texting and driving, while 2.2% said they have been a victim of an auto accident caused by a texting driver.

No 71.7%

Yes, they caused the accident because of

texting 19.6%

Yes, they were a victim of a texting driver 8.7%

Do you know of anyone who has been involved in an auto accident because of texting while driving? (n=46)

No 95.7%

Yes, I caused the accident because I was texting 2.2%

Yes, I was a victim of a texting driver 2.2%

Have you ever been involved in an auto accident because of texting and driving? (n=46)

Given the options: bothers me a lot, bothers me somewhat, and doesn’t bother me at all, 41.3% of respondents said that it bothers them a lot to see someone texting while driving, 47.8% said it bothers them somewhat, and 10.9% said it doesn’t bother them.

The respondents were given examples of four different behaviors: (1) Talking on a cell phone (2) Talking on a cell phone using a hands-free device (3) checking/reading text messages (4) replying to text messages; they were asked to rate how dangerous he/she felt that behavior was. On the first behavior (talking on a cell phone), 48.9% of respondents felt it was somewhat dangerous. On the second behavior (talking on a cell phone using a hands-free device), 53.3% felt it was not very dangerous. On the third behavior (checking/reading text messages), 51.1% of respondents felt it was very dangerous. The majority of respondents (73.3%) felt that replying to text messages was very dangerous. Rate the

following in terms of how dangerous you think the behavior is while driving. (n=45)

Bothers me a lot 41.3%

Bothers me somewhat 47.8%

Doesn't bother me at all 10.9%

When you see someone texting while driving, how does it make you feel? (n=46)

Not at all

Dangerous

(%)

Not very

Dangerous

(%)

Somewhat

Dangerous

(%)

Very

Dangerous

(%)

Mean

Talking on a cell

phone.

4.4% 20.0% 48.9% 26.7% 2.98

Talking on a cell

phone using a

hands-free device.

13.3% 53.3% 31.1% 2.2% 2.22

Checking/reading

text messages.

4.4% 4.4% 40.0% 51.1% 3.38

Replying to text

messages.

4.4% 2.2% 20.0% 73.3% 3.62

Respondents were asked to use a 5-point Likert scale to express their extent of agreement or disagreement on the following statements: (1) texting while driving is dangerous (2) I don’t feel safe when I’m in a car with a driver who is texting (3) I worry about being hit by a driver who is texting while driving (4) I can text while driving because I am a skilled driver and I’m about to multitask. The majority of respondents (63%) strongly agreed that texting while driving is dangerous. Half of the respondents strongly agreed that he/she doesn’t feel safe when they’re in a car with a driver who is texting. When asked to what extent he/she agreed that they worry about being hit by a driver who is texting while driving, 33.3% said they somewhat agree. Furthermore, 32.6% of respondents strongly disagreed that they can text while driving because they are skilled drivers.

To what extent do you agree or disagree whit the following statements?

Strongly

Disagree

(%)

Somewhat

Disagree

(%)

Neither

Agree nor

Disagree

(%)

Agree

(%)

Strongly

Agree

(%)

Mean

Texting while

driving is

dangerous.

6.5% 4.3% 4.3% 21.7% 63.0% 4.30

I don’t feel safe

when I’m in a car

with a driver who

is texting.

2.2% 8.7% 10.9% 28.3% 50.0% 4.15

I worry about

being hit by a

driver who is

texting while

driving.

6.7% 11.1% 17.8% 33.3% 31.1% 3.71

I can text while

driving because I

am a skilled driver

and I’m able to

multitask.

32.6% 19.6% 23.9% 15.2% 8.7% 2.48

Respondents (n=46) responded to the above statement using a 5-point

Likert scale where 5=strongly agree and 1=strongly disagree.

The majority of respondents (45.7%) said that texting on the phone was extremely distracting; not one respondent said that texting on the phone was barely distracting. Many (28.3%) found talking on the phone to be somewhat distracting and 23.9% said that having other passengers in the car is a distraction.

Please rate the following on how much each distraction affects you while driving.

Barely

Distracting

Extremely

Distracting

Mean

Loud music 39.1% 26.1% 15.2% 15.2% 4.3% 2.20

Other

passengers

in the car

26.1% 32.6% 8.7% 23.9% 8.7% 2.57

Talking on

the phone

21.7% 13.0% 28.3% 19.6% 17.4% 2.98

Texting on

the phone

0.0% 10.9% 15.2% 28.3% 45.7% 4.09

Behavior Before Video Over 95% (40) of respondents talk on the phone, while 77% check/read incoming text. Other actions that take place while driving include replying to text (55.6%), talking on the phone using hands-free device (24.4%), Social media (20%), Web browsing (15.6%), and games (6.7%).

95.5%

77.8%

55.6%

24.4% 20.00% 15.60%6.70%

0.00%

20.00%

40.00%

60.00%

80.00%

100.00%

120.00%

Talk on the Phone

Check/read incoming

text

Reply to text Talk on the phone using a hands-free

device

Social Media Web browsing

Games

To what extent do you use your phone while driving?

Over 65% of respondents wait until they get to a red light to respond to a text. Other responses include answer the text right away (18%), Other (9%), ignoring the text (4%), and having another passenger answering it for them (4%).

Over 80% of respondents text on empty roads, while over 70% of respondents admitted to texting in traffic and in parking lots. 46% text on busy roads and on highways and 35% text while driving on campus.

I wait until I stop at a red light to respond, 65%

I answer it right away, 18%

Other, 9%

I Ignore my phone, 4%

I have another passenger answer

it for me, 4%

How do you respond when you receive a text white driving?

82.1% 79.5%74.4%

46.2% 46.2%

35.9%

0.00%

10.00%

20.00%

30.00%

40.00%

50.00%

60.00%

70.00%

80.00%

90.00%

On empty roads

In traffic In parking lotsOn busy roads On the highway

On campus

Where do you text and drive?

Exactly 50% (24) of respondents said that they have swerved on the road because of texting while driving and 50% said they have not.

Over 61% of respondents admitted to drifting into another lane because of texting while driving. The other 39% have not drifted into another lane while texting and driving.

Yes, 50%No, 50%

Have you ever swerved on the road because of texting while driving?

No, 61%

Yes, 39%

Have you ever drifted into another lane because of texting while driving?

A majority of respondents, 96% said they are not more prone to text while with other passengers in the car. The other 4% are more prone to text with others in the car.

Almost 60% have been told by another passenger not to text and drive. The other 42% have not been told by another passenger.

No, 96%

Yes, 4%

Are you more prone to texting while driving with other passengers in the car?

No, 42%

Yes, 58%

Have you ever been told by another passenger in the car not to text and drive?

Attitudes after video

Almost 30% of the respondent’s attitudes about texting and driving were not changed after watching the video. 25% were not changed at all, 25% were changed very much and 21% were somewhat changed.

A little over 30% said that their knowledge of the consequences of texting while driving somewhat increased. 25% said their knowledge increased very much, 25% said their knowledge did not increase very much, and 18% said their knowledge about the consequences

of texting and driving did not increase at all.

Not very much, 30%

Very Much, 25%

Not at all, 25%

Somewhat, 21%

Did the video change some of your attitudes about texting while driving?

Somewhat, 32%

Very much, 25%

Not very much, 25%

Not at all, 18%

Did the video increase your knowledge of the consequences of texting while

drving?

Behaviors after video

Over 60% of respondents said that the video would “not very much” or “somewhat” change their behavior with respect to texting and driving.

31.8% 31.8%

20.5%

15.9%

0.0%

5.0%

10.0%

15.0%

20.0%

25.0%

30.0%

35.0%

Not very much Soemwhat Not at all Very Much

Do you think the video will change your behavior with respect to texting and driving?

Over 62% of respondents strongly agree that texting while driving is unsafe.

Strongly

Disagree

Somewhat

Disagree

Neither

Agree Nor

Disagree

Somewhat

Agree

Strongly

Agree

Texting while driving is not a big deal

62.8%

30.2%

2.3%

4.7%

0.0%

Texting while driving is unsafe

4.7%

2.3%

2.3%

27.9%

62.8%

Texting does not distract me from driving

50.0%

26.2%

7.1%

16.7%

0.0%

Texting while driving should be illegal

7.0%

18.6%

27.9%

11.6%

34.9%

Texting is not as important to me as safety and the safety of others

11.6%

4.7%

4.7%

23.3%

55.8%

Just under 60% of respondents would be willing to sign a pledge to not text while driving.

Demographics Over 60% of respondents are female.

Yes, 59.1%

No, 40.9%

Would you be willing to sign a pledge to not text while you drive?

Male37%

Female63%

What is your sex?

Over 75% of respondents are white.

Over 50% of respondents are between the ages of 22-27.

African American, 2.4%

White, 78.0%

Asian, 2.4%

Native American, 4.9%

Hispanic, 19.5%

Other, 2.4%

What is your race/ethnicity?

16-2136%

22-2752%

28-335%

34+7%

What is your age?

Over 65% of respondents completed some college as a part of their education.

Grammar School0%

High school or equivalent

5%Vocational/technical

school (2 year)5%

Some college66%

Bachelor's degree24%

Master's degree0%

Doctoral degree0%Professional degree

(MD, JD, etc.)0%

Other0%

What is your current level of eductaion?

Summary/Conclusion:

Our research team uncovered an abundance of information regarding college students’ attitudes

about texting while driving. Our purpose and objectives for this study were properly met.

Before watching the video, the majority of respondents indicated that while they are fully aware

of the dangers surrounding texting while driving, they were likely to do it anyway. Respondents

also indicated that they felt texting while driving was extremely distracting, more so than other

people in the car, listening to loud music, or talking on the phone. Exactly half of the respondents

admitted that they feel unsafe in a car with a driver that is texting, yet we know that the majority

of them text while driving themselves. More specifically, over 20% more respondents said that

replying to text messages while driving is more dangerous than simply reading text messages

while driving.

Before watching the video, 95% of respondents indicated that the talk on the phone while

driving, 78% indicated that they check/read incoming text messages while driving, 56%

indicated that they reply to texts while driving, and 36% said they either web browsed or used

social media. We were happy to see that the majority of respondents waited until they were

stopped at a red light before texting. However, close to 58% of respondents said that they have

never had someone ask them to stop texting while driving. We had hoped this would be higher

because friends can help be a big deterrent.

After respondents watched the video, we found that while most respondents felt that the video

increased their knowledge about the dangers of texting while driving, close to the same amount

also felt that the video would not change their attitude about texting while driving. We received

conflicting responses regarding changes in behavior after the video, with 31.8% saying the video

did “not very much” change their behavior, while the same percentage said the video

“somewhat” will change their behavior. The percentages of respondents that felt texting while

driving was dangerous, but they would do it anyway remained in the same general area, while

exactly 50% said that texting while driving does not distract them, conflicting from 74% that said

texting was either, very distracting of extremely distracting before the video.

We were pleased to see that 59% of respondents said they would sign a pledge to not text while

they drive, and in fact exactly half of the respondents who took the survey did indeed sign the

pledge included at the end of our survey.

Our results indicated to us that while people were aware that texting and driving is hazardous,

they do not feel strongly enough about it to stop. We feel that number of people who signed the

pledge is promising, and while we would have liked a 100% pledge rate, we expect that not

everyone who signed the pledge will indeed quit texting while driving.

Appendices: (Unable to insert appendices into PDF document, but turned in with hard copy.)