EXECUTIVE SUMMARY
1 In 2006, the Scottish Government and Road Safety Scotland commissioned research with the aim of building on current knowledge about rural road safety ( e.g. Scottish Executive, 2005; Hamilton & Kennedy, 2005; Hopkin & Morris, 2007) and a view to gaining insight to feed into future campaigns to tackle the problem of rural road accidents.
2 The research was sequential and consisted of different methods:
- Omnibus survey: A nationally representative sample of 992 adults aged 17 years and over were asked which types of roads they had driven on in the past 12 months. This was to assess the proportion of the Scottish population driving on rural roads.
- STATS 19 Analysis: Data on road accidents occurring in 2005 and 2006 within 3 police force areas were analysed to establish the most common factors contributing to road accidents. The full results of this part of the study are published in an Annex to this report ('Factors Contributing to Rural Road Accidents in Scotland').
- Survey of Car Drivers: 1020 rural road car drivers, that is adults aged 17 or over who had driven a car on a rural road in the past 12 months, were interviewed face-to-face in their own homes.
- Focus groups: 6 focus groups, involving between 5 and 8 participants, were undertaken with younger men (aged 17-34 years) who drove on rural roads. This was motivated by the need to focus on those most at risk of being involved in a serious or fatal accident on a rural road.
3 One of the initial challenges was to define the term 'rural roads'. In the analysis of the STATS 19 contributory factors two definitions were used: "Roads in accessible and remote rural areas" and "A road having a speed limit of more than 40 miles an hour". The definition that was used to recruit research participants and describe to them what was meant by rural roads was: "A road that is outside of towns and has a speed limit of 50 miles an hour or more, but is not a motorway or dual-carriageway".
Key findings
4 The analysis of road accident data, from the STATS 19 system, found that the most frequently reported contributory factors for fatal and serious accidents on Scotland's rural roads were 'loss of control' (in 45% of fatal and 32% of serious accidents) and inappropriate speed (in 33% of fatal and 22% of serious accidents). Inappropriate speed is a combination of two speed related factors: 'travelling too fast for the conditions' and, less commonly, 'exceeding the speed limit'.
5 The incidence of 'loss of control' is markedly higher in rural accidents than in urban accidents 'Loss of control', which was reported in over half of serious and nearly three-quarters of fatal single-car accidents on rural roads, was often reported alongside other factors. The most common were 'travelling too fast for the conditions' and, in fatal accidents, 'exceeding the speed limit'. These data confirm a strong association between loss of control and driving at inappropriate speed.
6 In the omnibus survey 9 out of 10 Scottish drivers (regardless of whether they lived in urban or rural areas) had driven on a rural road at least once in the past 12 months. The main survey showed that the majority of current rural road drivers drove on rural roads at least once or twice a week, though those who lived in rural areas drove on rural roads more frequently than those who lived in urban areas.
7 In the main survey, 17% of respondents had experienced a 'near miss' 2 on a rural road in the past year. Near misses generally occurred in daylight, away from a junction, on bendy, familiar roads and involved another vehicle. 17-24 year-olds, men, those in higher social grades and those with points on their licence were more likely to report a near miss. Only 2% of respondents had been in an accident in the previous 12 months. Accident involvement was more common amongst younger drivers and those who had experienced a near miss.
8 There was little difference in the extent of reported non-compliant behaviour ( e.g. driving when very tired, whilst using a mobile phone or after drinking any alcohol) on rural roads compared with other road types.
9 In the survey of rural road drivers, only around half correctly understood the National Speed Limit sign to mean 60mph for car driving. Significantly more male drivers and younger drivers reported exceeding the speed limit on all road types (including rural roads).
11 In the main survey and focus groups, respondents viewed photographs of different driving conditions (different road layouts, weather and light conditions). Respondents were aware of the need to modify their driving speed in relation to different road layouts. However, men said they drove faster on each layout than women did. Younger male drivers in the focus group also talked about approaching each layout towards the upper limits of appropriate speed.
12 Based on their responses to questions about speeding behaviour, drivers were clustered into 3 groups: 'Compliants', who tended to observe the speed limit; 'Exceeders', who exceeded speed limits by up to 10mph but no more; and 'Excessives', who routinely exceeded the speed limit by a larger amount. These categories of drivers could be used in developing and targeting strategies to reduce accidents on rural roads.
13 In the survey, drivers were asked to give their attitudes to a number of statements about driving on rural roads. Attitudes to these statements were grouped into four factors: confidence; enjoyment; risky behaviour; and beliefs about accidents, and were analysed according to different demographic characteristics. Based on their agreement to a number of attitude statements, drivers were clustered into 5 groups: 'Confident Drivers', 'Accident Aware Drivers', 'Risk Takers', 'Frustrated Drivers' and Apprehensive Drivers'. These categories of drivers could be used in developing and targeting strategies to reduce accidents on rural roads. Some of the main differences were:
- Men and younger, more frequent drivers were more confident.
- Women and infrequent drivers showed a lack of confidence, particularly through their dislike of bends and corners, and in feeling pressure from other drivers.
- Men and younger drivers showed more enjoyment and riskier behaviours, particularly on unfamiliar rural roads and when testing their driving skills.
14 Younger males in the focus groups generally saw driving on rural roads as an enjoyable activity in comparison to urban driving, and as an opportunity to test out their driving skills. This was reflected in the way they drove on rural roads, which was generally more carefree and at higher speeds.
15 Survey respondents saw driving on rural roads as low risk, due to fewer vehicles and pedestrians, and lower police presence. Risky driving was not perceived as likely to have negative consequences.
16 Risk assessment was explored in detail in the focus groups. The younger men in the focus groups perceived risk on rural roads differently to risk on other road types, due to lower levels of vehicle and pedestrian traffic, and a lower police presence. The perceived consequences of risky driving did not include incurring penalty points on their driving licence or harming other people. Damage to ones own vehicle and personal safety were minor concerns. Younger male drivers' high levels of self-confidence and belief in their own abilities minimised the perception of risk. Any potential for risk was perceived as being due to external factors, particularly other drivers' misjudgements. The presence of passengers ( e.g. family members or children) could moderate risky driving; but for younger male drivers, passengers of their own age and mindset ( e.g. other young males) could increase risky driving.
Recommendations
17 Legal enforcement, either by reducing the speed limit or by more closely monitoring speeding behaviour on rural roads, may have a role but is not, on its own, a sufficient deterrent unless there is a large and sustained chance of getting caught.
18 In discussing future actions to address the accident rate on rural roads, the focus group participants felt there was a lack of adequate driver training. It was suggested that training should be extended to cover the sorts of situations one might encounter on a rural road, as the current emphasis was more focussed on manoeuvres and passing the driving test than these types of skills. The Pass Plus scheme was criticised for its voluntary nature, high cost and lack of testing. There was support for extending driver training and to reflect this in a tougher test.
19 There was little support amongst the younger male drivers in the focus groups for raising the legal age for taking a driving test to 18. It was felt that experience rather than age was the more important factor. Similarly, there was little support for curfews for younger drivers or restrictions on the number of passengers that new drivers can carry. Doubts were expressed about the enforceability of both these options.
20 In terms of communications, younger male drivers tended to dismiss messages with accident statistics as irrelevant or misleading, and saw messages describing where accidents occur as 'old news'. Communications that challenge young male's own self-belief in their driving are likely to be ignored. Messages for this group are likely to be most effective if they adopt an 'adult-to-adult' rather than 'parent-to-child' tone, as respondents tended to dismiss information that appeared to be telling them what to do.
21 Speed-related statements were more appealing, particularly if they emphasised 'safe' speeds rather than legal limits. "Driving too fast for the road conditions is the biggest cause of death on Scotland's roads" was received most positively by the young men in the focus groups. This was seen as advice rather than criticism and it did not challenge the driver's belief in their own ability. The positive reception to this statement imparts useful lessons for the focus of future communications aimed at reducing accidents on rural roads.