Fleet risk from distracted driving exposed

Four out of five commercial vehicle drivers have suffered a ‘close call’ on the road in the past year, due to distracted driving, new research suggests.

Furthermore, the overwhelming majority (93%) of drivers have personally experienced the negative effects of this risky behaviour, with vehicle damage (33%), personal injury (32%) and licence suspension or revocation (32%) the most prevalent.  

The figures, from Samsara’s State of Connected Operations report - Behind the Wheel: Distracted Driving in Physical Operations, draws on the experiences of 1,550 commercial drivers, including 300 drivers in the UK and Ireland (UK&I), to identify the cause of distracted driving and the practical solutions drivers need.

Within the past year, it found that 84% of drivers in the UK and Ireland have experienced a near-miss, because of distracted driving. 

Text messaging and social media among top reasons

Three-quarters (76%) of drivers in the UK and Ireland also report often being distracted by their personal mobile devices. 

Reading and sending messages (34%), scrolling social media (27%), and making calls (27%) are among the most common distractions identified. 

However, it’s not all personal mobile use, as 82% of drivers need to use their phones or other technology for work-related tasks while driving. 

Drivers in the UK and Ireland report the top three ways employers can help them reduce work-related mobile use on the road include improved communication systems to limit work-related calls and messages (44%), as well as implementing policies that prioritise safety of speed (42%) and that restrict personal phone use during work (42%). 

Separate research, from The Green Insurer, suggests that one-in-six motorists admit to still using hand-held phones while driving.

Younger drivers are the worst offenders, the research found. Around two in five (43%) drivers aged 25-34 years old admit to checking their phone while behind the wheel. 

By contrast 95% of drivers aged 55 and over say they never use their phone while driving.

Keys to driver retention

The Samsara report found that 93% of drivers are more likely to stay with companies that tackle distracted driving with this commitment to safety as a leading factor in driver loyalty. 

In the UK and Ireland, 96% of drivers state that they receive targeted coaching and training for distracted driving. 

Additionally, 85% of drivers indicate that positive reinforcement, such as recognition and incentives, is a more effective deterrent to distracted driving than punitive measures. 

The impact of implementing comprehensive training is evident, with 92% of drivers reporting improved driving habits following such programmes. 

Digital platforms have emerged as the preferred training method, according to Samsara, favoured by 62% of drivers.

Top technology drivers want 

While technology can contribute to distractions, it also presents powerful solutions, says Samsara. 

More than half (55%) of drivers identify accurate, AI-powered detection and alerts as the most desired technology to combat distracted driving. 

The value of visual feedback is also clear, with 92% of drivers acknowledging that reviewing dash cam footage of their driving has increased their awareness of distracted behaviours.

Drivers also emphasise the need for policy changes that mandate in-vehicle safety features, with almost half (46%) advocating for requirements such as in-cab alerts. 

“Our experience with customers consistently demonstrates the transformative impact of AI dash cams and comprehensive safety programmes,” said Evan Welbourne, head of AI and data at Samsara. 

“By combining advanced technology with positive recognition and proactive coaching, organisations can significantly reduce distracted driving incidents and cultivate a safer, more engaged driver workforce for the long term. 

“These tools provide invaluable insights, enabling targeted training and fostering a culture of safety that benefits both drivers and the broader community.”

The Green Insurer’s study examined a range of everyday distractions that cause UK motorists to lose focus while behind the wheel.   

The top concerns which were described as “very distracting” by almost three in five (58%) drivers were overly bright LED highlights from other cars

This was followed by poor road conditions, such as potholes or illegible signs cited by 54%.

Other distractions included aggressive driving from fellow motorists and flashing animated billboards along the roadside.

Paul Baxter, CEO at The Green Insurer, said: “Our findings highlight the extent to which distractions – both inside and outside the car – are impacting driver focus and safety on the roads.  

“Mobile phone use while driving remains a major concern. External factors, such as overly bright LED headlights, potholes, flashing and animated billboards are also distracting for many British drivers.

“We therefore urge motorists to remain vigilant while driving, to avoid unnecessary distractions wherever possible, and to adhere to UK road regulations to reduce the risk of accidents.” 

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