According to a study published by Swedish and German researchers, digital billboards attract and hold drivers' attention longer than a level that prior studies determined to be dangerous. The study, published in the journal Traffic Injury Prevention and written by researchers from the Swedish National Road and Transport Research Institute, found that drivers looked at digital billboards for more than two seconds.
Distracted driving accidents killed 3,092 people in 2010 according to the U.S. Department of Transportation. It is estimated that an additional 416,000 people were injured in automobile crashes involving a distracted driver. Consulting a Clayton County attorney after a car accident involving a distracted driver enhances a victim's ability to receive a reasonable settlement.
A 2006 Virginia Tech study for the National Highway Traffic Safety Administration (NHTSA) found that nearly 80 percent of auto accidents involve driver inattention within three seconds of the incident. Applying the study's results reveals that the chances of a driver being involved in an accident increase dramatically if his attention is diverted for over two seconds.
According to the president of a nonprofit organization advocating for preserving the visual character of America's communities and countryside, bright signs that change messages are meant to attract and keep drivers' attention. The digital signs are visible from a greater distance than traditional billboards and their changing messages encourage drivers to continue viewing them. This is an effective advertising strategy but is not conducive to driving safety.
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