Gamification Gets Drivers To Put Down Their Phones, Study Finds

An anonymous reader quotes a report from Ars Technica: Distracted driving isn't only a result of drivers using their phones when they should be paying attention. But it is a significant cause of the problem, accounting for at least 13 percent of distracted driving deaths and rising to 1 in 5 for young drivers. Now, a study conducted with customers of the Progressive insurance company has tested different strategies to get those drivers to put their phones down in the car, and it found two that significantly reduced handheld use, with the effect persisting after the end of the study. The study recruited 1,653 customers already enrolled in its Progressive Snapshot program, which involves the use of a smartphone app that detects phone use while driving. Before the start of the trial, the participants all averaged more than 6.4 minutes per hour of handheld use while driving -- Progressive says its safest customers have handheld usage of less than 1 minute per hour while driving. [...] Paying drivers on top of competitive gamification was the most effective way to get them to put down their phones. This group reduced its handheld usage by 27.6 percent, or 89 seconds/hour, compared to the control. That reduction was maintained at the same level throughout the post-intervention period for this arm.

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