by Joe Jeffrey
Increase in ‘iPod zombies’ sees rise in pedestrian fatalities on road
Almost three quarters (72 per cent) of road users say they often see pedestrians step into the road whilst distracted by their phone, a new AA-Populus poll of 24,070 members has found, showing a stark increase in the rise of ‘iPod Zombies’ – a term first adopted in Germany.
The AA poll also found that 66 per cent of road users often see pedestrians wearing headphones step into the road.
The results of the poll also found that pedestrian phone distraction is most likely in London (80 per cent) and least likely in Eastern England (67 per cent), South West (68 per cent) and Wales (69 per cent).
Pedestrians accounted for three quarters of the increase in fatalities in Great Britain between 2013 and 2014. Pedestrian fatalities increased by 12 per cent from 398 in 2013 to 446 in 2014, according to government figures released.
AA patrols have also reported an increase in the number of ‘zombie pedestrians’ and joggers oblivious to traffic around them as they cross busy roads. It is thought that pedestrians’ lack of attention may be a factor in some of the 446 pedestrian deaths in 2014.
Previous analysis from AA Insurance shows that pedestrian ‘inattention’ could be the cause of 17 collisions each day and that more road users making claims for minor shunts are citing ‘podestrians’ or ‘Smombie pedestrians’ as the cause.
More than half of AA Insurance claims involving a collision with a pedestrian are based upon causes including the following:
– ‘Person on phone stepped out, wasn’t looking’
– ‘Pedestrian just walked out’
– ‘She looked the wrong way’
– ‘He walked into the side of the car’
According to the AA, the use of such technology on the move can lead to ‘unintentional blindness’ or ‘divided attention’ which poses great risks for road safety. The motor organisation has expressed its particular concern at reports from patrols of people broken down on the hard-shoulder of motorways, pacing backwards and forwards whilst using mobile phones.
AA president, Edmund King OBE, said: “We can’t stop the march of technology but we need to halt the pedestrian, cycle and driver zombies. Whether on two feet, two wheels or four, too many people are suffering from Smartphone Oblivion.
“When on the move our brains have much to take in and using technological gadgets means that we can’t always concentrate on so many things at once.
“This is when we walk into traffic; don’t hear the truck or drive cocooned from the outside world.
“Our research suggests this problem is growing so we all need to use common sense to ensure that technological cocooning doesn’t endanger our lives or the lives of others.”
What do you think? Have you noticed an increase in ‘iPod zombies’ on your travels?
