Project: THINK! Annual Tracking Dec 2006
Last update: 12/05/2011 10:40:16
1.2 Research objectives and method
In July 2006 BMRB Social Research took over the evaluation of the THINK! campaign. This report focuses on the Annual Survey research carried out in November 2006. The Annual Survey differs to the normal waves of THINK research in that a focus was placed on gaining annual KPI measures of road safety attitudes and behaviour among the British population, rather than simply focusing in on campaign measurement and evaluation.
The November 2006 Annual Survey covered the following elements:
. Awareness of, and attitudes towards, the THINK! road safety brand as a whole;
. General attitudes towards road safety, and its perceived importance in relation to other social issues;
. Attitudes towards driving, and influencers on driving behaviour;
. Driving and road safety behaviour among different users, including the prevalence of dangerous driving behaviour;
. A post stage measure of the Motorcyclists campaign (see section 1.2.1 for more details).
Fieldwork for the Annual survey ran from the 2nd to 29th November 2006. The main survey ran among adults in Great Britain for one week. The questions then ran for a further three subsequent weeks solely among motorcyclists, in order to gain sufficient interviews for sub-group analysis amongst this group.
Interviews were conducted using BMRB's Omnibus survey. This is a survey that is run each week by BMRB, with different clients placing questions onto a common questionnaire, and sharing the costs of fieldwork and analysis. All results are confidential to the individual client. Interviews were conducted in-home, using Computer Assisted Personal Interviewing (CAPI) by fully trained members of BMRB's own fieldforce, working under supervision. The sample was drawn by means of Random Location sampling (see appendices for further details).
In total 2,259 interviews were conducted with those aged 15+ in England and Wales. Of these 261 were among motorcyclists.
Data were weighted to be representative of the population. Only weighted data are shown in this report.
BMRB Social Research
Ealing Gateway , 26-30 Uxbridge Road, London, W5 2BP
020 8433 4061
Cost to the Department: £53,962.00
Actual start date: 01 November 2006
Actual completion date: 14 December 2006
THINK! Annual Tracking Dec 2006
Publication date: 14/12/2006
Source: THINK! website
More information: http://www.thinkroadsafety.gov.uk/research/pdf/2006-12.pdf
Summary of results
- Management summary
Introduction and background
. This report focuses on the THINK! annual survey, carried out in November 2006.
. A total of 2,259 interviews were conducted in England and Wales, with those aged 15+. The survey included a motorcyclist boost, comprising of 261 interviews.
. A quarter of respondents drove a car as part of their job. Around a third (35%) used a car to get to or from work, and six in ten (62%) used a car for leisure purposes.
. Sixteen per cent were cyclists, and one in ten (9%) drove a van or lorry. Three per cent were motorcyclists.
Attitudes towards road safety
. Road safety was amongst the three most important social issues for one in five respondents. However, more commonly mentioned issues were health/ NHS (59%) and crime (58%).
. Drink driving (65%), speeding (47%) and use of mobile phones whilst driving (43%) were seen as the key road safety issues which the government should address.
. Less than a quarter of respondents (23%) believed that roads are safer than they were five years ago. Three in ten (29%) believed that there were more police on the roads than before, and just under six in ten (56%) believed that traffic calming measures made roads safer.
Attitudes towards driving
. Two thirds (66%) of respondents agreed with the statement 'learning to drive doesn't prepare you for the roads', and six in ten (60%) agreed with that 'passing the driving test doesn't make you a safe driver'.
. Around nine in ten respondents agreed that driving when over the legal alcohol limit or under the influence of drugs was dangerous.
. When looking at attitudes towards speeding, around three quarters (77%) completely agreed that driving too fast for the conditions was dangerous. Four in ten (42%) were in complete agreement that it was dangerous to drive over the speed limit at all, and three in ten (32%) completely agreed that driving at 90mph on the motorway when there is no traffic would be dangerous.
. Around nine in ten respondents recognised the dangers of travelling without a seatbelt, or continuing to drive when tired.
. Women and older respondents tended to be more likely to recognise the danger of each driving behaviour.
Road user behaviour
. Looking at dangerous driving behaviours, only one in twenty drivers (6%) said that they had driven when over the legal alcohol limit. However just over one in ten (13%) admitted to driving when they may have been over the limit.
. Three quarters (73%) admitted to driving over the speed limit.
. Around two in ten had used a mobile phone whilst driving without a hands-free kit (21%), and 14% had used a mobile to text whilst driving.
. Dangerous driving behaviours were more prevalent amongst male drivers, younger drivers, and not surprisingly those higher in the 'danger denial' hierarchy.
. When asking about experiences as a passenger, four in ten respondents said that they had asked a driver to slow down (43%) or felt unsafe because of the speed a driver was travelling at (42%).
. Amongst cyclists, over half said that they had a light (56%) or reflectors (54%) on their bike.
. Measures taken by motorcyclists in order to stay safe included wearing a helmet (91%), wearing protective clothing (78%), using headlights (70%) and double checking for drivers before a manoeuvre (70%).
. Three quarters or drivers said that they checked their mirrors regularly for motorcyclists and cyclists (75%), and seven in ten (72%) said they were careful to leave enough space between their car and other road users.
Awareness of, and attitudes towards, the THINK! brand
. Six in ten respondents said that they had recently seen advertising about road safety. Amongst those who had seen road safety advertising, a quarter (23%) believed this was produced by the government, and two in ten (19%) spontaneously mentioned the THINK! brand.
. Eight in ten respondents (82%) recognised the THINK! logo.
. When shown a list of words that could be used to describe the THINK! brand, respondents tended to have positive associations. Around half felt that it was 'thought-provoking' (51%) or 'helpful' (49%).
. Amongst those who recognised the THINK! logo, seven in ten (68%) said that they would trust something which had the logo on it. Eight in ten (78%) said that it would make them take notice, and just under six in ten (57%) felt that THINK! was making a difference to the safety of roads.
Departmental Assessment Status: This was conducted to inform DfT communications for road safety in 0708.