It’s alarming to know that three people are killed or seriously injured on Britain’s roads every hour[1].
That’s 72 people a day, over 500 people a week.
While not all accidents have such severe outcomes, driving will always have an element of unpredictability. We can’t control everything that happens on the road. However, we are open to any strategies that can help us better manage these risks.
First, the insightful science part
Thanks to our telematics technology, we are constantly learning. Over the past decade, we have compiled data from over 6 billion miles of customer journeys to better understand different driving behaviors. This data reveals that safe driving involves a combination of various factors.
Recently, we partnered with Mind Foundry to leverage their Artificial Intelligence (AI) expertise. Through machine learning, they have analyzed millions of driving journeys, pinpointing the critical moments that push drivers into the danger zone. We both concur that speed alone is not the sole reason for car crashes.
How to Ensure Safety
Here are our four main findings to reduce accident risk:
Know your limits: Drive at a speed appropriate for the road and conditions, which could sometimes mean driving slower than the limit. Understand that rural roads pose particular challenges, especially with their narrow twists and turns, amplified by typical UK weather conditions. It’s important to note that motorways are statistically the safest way to travel, but only if speed is adjusted in line with road conditions. Slow and steady is often the wisest approach.
It’s about time: Our data suggests that more accidents occur after dark, particularly between 9pm and 2am. Even though we do not impose a curfew, we advise against driving late at night if possible. Quiet roads can lead to a false sense of security, which is far from the reality.
Be a smooth operator: Erratic driving only adds more unpredictability to the roads. Avoid hitting the accelerator or brakes harshly unless in an emergency. Proper lookout before making maneuvers is crucial, as much like the old ‘mirror, signal, manoeuvre’ adage, being aware and looking carefully before pulling out can help avoid sudden speed changes.
Give yourself a break: Tiredness is a significant contributor to road accidents, responsible for up to 20% of them[2]. Peaks in tiredness typically occur between 2-4pm and 2-6am. A journey of over two hours warrants a break. Plan your trip and choose service stations to stop at, even if it’s just for some fast food. Safety is always a priority.
Before we end, remember to check Your Portal for your driving updates.
[2] https://www.brake.org.uk/get-involved/take-action/mybrake/knowledge-centre/driver-fatigue
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