Swedish Study Shows Digital Billboards Distract Drivers

A new study published in the journal Traffic Injury Prevention concludes that digital billboards attract and hold the gazes of drivers for far longer than a threshold that previous studies have shown to be dangerous.

The study, conducted by researchers at the Swedish National Road and Transport Research Institute and funded by the Swedish Transport Administration, found that drivers looked at digital billboards significantly longer than they did at other signs on the same stretch of road, with the digital signs often taking a driver’s eyes off the road for more than two seconds.

A well-regarded 2006 study by Virginia Tech for the National Highway Traffic Safety Administration found that anything that takes a driver’s eyes off the road for more than two seconds greatly increases the risk of a crash.  The study also found that nearly 80 percent of all crashes involved driver inattention just prior to (within 3 seconds) of the crash (…)

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