An insurer's nationwide survey of motorists has discovered that 98 percent believe they are safe drivers, even as 72 percent confessed to having driven while busy with a cell phone or other distraction.

The information was contained in Columbus, Ohio-based Nationwide Insurance's latest Driving While Distracted study, which contacted 1,500 drivers by telephone.

Nationwide said its polling found availability of technology was cited by 35 percent as the reason DWD is so common today. The survey found that 48 percent considered cell phones and other technology use to be the most dangerous distraction.

Another 35 percent mentionedcurrent societal mindsets and busy, on-the-go lifestyles as a reason for driving distracted.

Multitasking was cited by 22 percent and having too much to do and too little time was cited by 30 percent.

Nearly half of teenagers and those age 18-30 (Generation Y) said that staying connected socially was a reason for driving while distracted.

But Nationwide said driving while distracted is a problem that spans generations. Well above half of all generations, 78 percent of Generation Y, 80 percent of Generation X (31 to 44 years of age) and 65 percent of Baby Boomers (45 to 61 years of age) were guilty of participating in tasks such as talking on a cell phone or eating.

Ninety percent of drivers said they believe distracted driving will only increase in future generations.

More than four out of five cell-phone owners were found to have talked on their phones while driving.

Almost 80 percent of those polled said they have been in a vehicle with distracted drivers and more than 40 percent have been hit or almost hit by another driver who was talking on a cell phone while driving.

Bill Windsor, associate vice president of safety for Nationwide noted that "according to the National Highway Transportation Safety Administration, distracted driving causes 80 percent of all accidents."

Use of technology, Nationwide said, extends beyond speaking on the phone, to text messages and e-mail. Nearly 40 percent of teens and Gen-Yers who own cell phones admit to texting while driving, which requires additional visual, cognitive and manual attention.

The survey found that nearly two-thirds of drivers who own cell phones said their colleagues, friends and family expect them to be available by cell or other electronic communication devices at all times.

Multitasking was cited by 22 percent and having too much to do and too little time was cited by 30 percent as reasons for involvement with distracting activity.

In addition to multitasking, the survey found distracted driving is growing in prevalence simply to stay connected socially. Nearly half of teens and Gen Y cited staying connected socially as a reason for driving while distracted.

Mr. Windsor said Nationwide found, "Americans think they're safe drivers, even though they admit to driving while distracted. This dangerous false sense of confidence combined with current 'rules' making it socially and professionally unacceptable to not respond immediately to a call or e-mail, have made DWD commonplace, but Americans need to realize that there is no such thing as safe DWD."

Only three percent of those surveyed felt that the prevalence of DWD was due solely to inexperienced or teen drivers. Well above half of all generations (78 percent of Generation Y, 80 percent of Generation X and 65 percent of Baby Boomers) were guilty of participating in tasks such as talking on a cell phone or eating.

While teenage drivers were slightly less guilty of talking on their cell phones while driving, at 60 percent, this does not mean they are immune, Nationwide said. The firm speculated that the lower occurrence rate could be attributed to factors such as graduated drivers license laws for teens that ban cell phone use while driving, increased parental control, or the fact that they are just learning and more apt to follow the rules.

The poll found distractions made up three of the top four reasons why respondents have to suddenly apply the brakes while driving:

o Daydreaming

o Adjusting music

o Use of a cell phone/electronic device

The other top reason cited was other drivers.

Overall, more cell phone owners found themselves talking or texting while driving on the highways or through city streets than when they were parked, in traffic or at a light (almost 50 percent versus almost 37 percent). Teens, however, were more likely to talk and text while not in motion than their older counterparts.

When asked what would be most successful in preventing cell phone use while driving, respondents were closely split between technology that would automatically prevent devices from working in the car (43 percent) and laws banning the use of cell phones/electronic devices while driving (42 percent).

Nationwide said that to raise awareness of the distracted driving problem, it will be partnering with the National Safety Council to jointly host a DWD Symposium Oct. 14-15 in Washington, D.C. "Thought leaders" will discuss which distractions pose the greatest threat and how distracted driving can be mitigated.

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