Distracted driving: A national disgrace

Technology offers hope in limiting use of phones while behind the wheel

By Michael J. Moody, MBA, ARM

For the past couple of years, an epidemic problem has threatened drivers throughout the United States. This is the epidemic of accidents related to the use of cell phones—either for calling or the even more popular practice of “texting.” Recent research compiled by the National Highway Traffic Safety Administration estimates that 6,000 deaths and 500,000 injuries were attributable to distracted driving in 2008.

And the data show that these numbers will just continue to grow. Today, for example it is estimated that more than 800,000 vehicles are being driven by someone using a cell phone. The Wireless Association, a support group for the cell phone industry, reports that there are more than 270 million cell phone subscribers worldwide—up dramatic­ally from the 100 million just 10 years ago. Further, the association goes on to say that an estimated 110 billion text messages were sent each month during 2008. Bottom line, more and more people are owning and using cell phones while driving, and many are using them to “text” a friend.

Distraction defined

First of all, it is important to understand the concept of distracted drivers. From a definition standpoint, it can be quite confusing. However, in general, there are, in fact, three types of distractions:

• Visual—actions that require drivers to take their eyes off the road,

• Manual—actions that require drivers to take their hands off the steering wheel

• Cognitive—actions that require drivers to take their minds off what they are doing

For the most part, distracted driving is any non-driving action that a person engages in while operating a vehicle. While it is typically the first two types of distractions that people think about, it is the third type—cognitive distraction—that is beginning to get the most attention.

For example, earlier this year, the National Safety Council (NSC) released a white paper that has people realizing just how dangerous cognitive distraction can be. The paper was written to show the effect of brain distraction during cell phone use while driving. It was issued to educate the public as to the dangers of cell phone use, including “hands-free” cell phone use. It provides references to more than 30 scientific studies and reports describing how using cell phones, either hand-held or “hands-free,” requires the brain to multitask, a situation that it can’t do safely while driving.

The overwhelming results are that not only does cell phone use impair driving performance, but it also weakens the brain’s ability to capture driving cues. As a result, those drivers who use cell phones have a tendency to “look at,” but not “see” up to 50% of the information in their driving environ­ment. This is referred to as a form of “inattention blindness,” and frequently can lead to an accident, even without visual or manual distractions.

Case in point

In a small suburb of Omaha, Nebraska, earlier this year, a grade school teacher was driving her VW bug to school. This was the same route she had traveled for eight years. She knew that the upcoming inter­section had stop lights on all four corners, and she noticed that the light had just turned green for her part of the intersection. She began to proceed across the intersection.

The next thing she recalls is looking up at the ceiling of an ambulance. Once she arrived at the hospital, she learned a little more about the “accident.” It turns out that she was broadsided in the middle of the intersection. The other driver had just obtained her license two weeks earlier. The accident had occurred because the newly licensed driver was busy “texting” a friend and never saw the red light on her side of the intersection, nor did she hit her brakes because there were no skid marks on her side of the road.

Once the teacher arrived at the hospital, she learned that she had broken her pelvis in three places, broken her spine in two places, broken her tailbone and also broken three ribs. However, as bad as all that was, the bigger issue was her kidney. She was a kidney transplant recipient, and there was much concern about kidney damage.

Fortunately, the kidney weathered the accident quite well; however, she was still seriously injured. Initially, the doctors were concerned that she might never walk again, but she immediately started two-a-day physical therapy sessions and is now getting around with the use of a cane. And, if you have not guessed yet, I knew the teacher; she is my sister.

Actions speak louder than words

As a result of the many incidents and accidents where one of the primary contributing factors was cell phone use, a number of specific efforts to ameliorate the problem have begun over the past year or so. Among some of the more visible ones are those that national celebrities have started to discourage the use of cell phones while driving. One of the most ambitious is the “No Phone Zone,” started by Oprah Winfrey earlier this year. This program has the support of the U.S. Department of Transportation as well as several auto manufacturers and insurance companies. A number of other pro­grams, all designed to call attention to this serious issue, have begun appearing over the last six months.

In addition, 26 states and a number of municipalities have begun passing new laws that prohibit cell phone use and/or texting while driving. Some states are enacting total bans on hand-held devices and texting to help reduce the dangers to the public from distracted drivers. Other states have enacted specific legislation aimed at putting a ban on texting only. Still other states have decided to ban cell phone use in school zones or construction areas. Additionally, some states have chosen to place restrictions on novice drivers as well as school bus drivers.

But all of these new laws and promotions are not going to be enough. Just look how successful speed limit laws or seat belt laws had been in the past. Something more proactive must be done to stop this carnage. Several cell phone manufacturers are begin­ning to develop various ways to limit cell phone use while one is driving a vehicle. But what is needed today is a fully developed system that will greatly reduce the use of cell phones while driving, regardless of the manufacturer of the phone. Several products have recently gone on the market. One of these is called TestArrest.

TextArrest is a software company that has developed a software application that can be used on any smartphone. It is designed to set and enforce parameters for safe use of mobile phones inside moving vehicles. Among the capabilities built into the software are the ability to disable text messaging and calling capabilities while a person is driving. Further, the software can also track the movement and location of the mobile phone in transit. The software becomes effective any time speeds exceed five miles per hour and can be overridden in case of emergencies.

There are several TextArrest applications that should be of interest to potential users. The first application is a free download from their Web site (www.textarrest.com), so that a parent can include the software on their children’s cell phones. While this application does not have all the “bells and whistles,” of the more comprehen­sive program, it will help control the usage, and it’s free. The more comprehensive program can be used in conjunction with corporate fleet owners. TextArrest is actively working with a number of auto insurers to provide a premium discount for those people who use their software.

Conclusion

The entire issue of the distracted driver has finally been moved to the “front burner” but, for the most part, much enforcement is lacking. From a regulatory standpoint, today’s laws dealing with this important issue are a patchwork that will be of limited value in the short term, and of questionable value in the long term. The other resources that have been directed at helping solve the problem can also provide some much-needed attention to the issue but, at the end of the day, will offer only limited assistance. What is needed is a proactive approach to this issue.

Several firms are developing innovative solutions to limit or eliminate cell phone usage in moving vehicles. And these developments should be encouraged and supported by the insurance industry and legislative bodies. The Allstate Foundation found that 49% of driving teens admitted to “being extremely distracted” by texting and instant messaging while driving. This is unacceptable and has to be stopped!