A compilation of studies show digital billboards along roadways constitute a distraction that increase the risk of traffic accidents
As billboards are getting more and more sophisticated, the risk of car accidents caused by drivers distracted by these billboards is increasing. Jerry Wachtel, a traffic safety consultant just released a compendium of 22 recent studies related to potential consequences for driver distraction from Commercial Electronic Variable Message Signs (CEVMS) along the roadside. The author released a previous study in 2009 warning about the dangers of such billboards. More recent studies are showing that as billboard became more sophisticated, drivers also became more distracted increasing the risk of accidents. Below is a summary of the most relevant findings:
- While experienced drivers are more cautious than young drivers in keeping their eyes away from distractions that are inside the car (i.e. phone dialing or map searching) they are not as cautious when it comes to external distractions such as electronic billboards. Both younger and older drivers have a tendency to often glance for more than 2 seconds at external distractions such as electronic billboards instead of focusing on the road in front of them. When a driver takes his or her eyes off the road for two seconds or more the risk of an accident is high.
- Drivers pay less attention to relevant road signs but focus more on electronic billboards when both types of signs are on the same road