Most drivers are aware drink-driving, driving too fast for the conditions and not using seat restraints is dangerous. So too is driver distraction; across New Zealand in 2011, there were 34 deaths and 204 serious injuries as a result of this driving issue.

Distraction means any activity—inside or outside the vehicle—that can distract drivers and increase the risk of crashing. If you’re texting while driving, for example, you’re 23 times more likely to be involved in a crash than a focused driver, according to the New Zealand Transport Agency (NZTA). Sending or reading a text takes your eyes off the road for about 4.6 seconds, it says. At 90 km/h that’s like driving the length of a rugby field wearing a blindfold.

Distracted drivers are less aware of what's happening around them. They are less likely to make the right decisions, their driving performance suffers and they’re more likely to crash.

The Eastern Bay is a high-risk region for driver distraction, and raising awareness of the issue is a key focus for local road safety representatives this summer.

The 2013 Communities at Risk register shows the Kawerau and Ōpōtiki districts are, respectively, the first and second most at-risk regions for driver distraction. The Whakatāne district is eighth.

The biggest distractions identified by NZTA include smoking, putting on make-up, brushing hair or shaving, and reaching for objects. In a recent AA survey, New Zealand drivers said texting or talking on a mobile phone, talking to passengers, changing music, eating and billboards as among their top 10 distractions. Children in the car, using a GPS and people outside the vehicle were also identified as distractions.

Distractions can affect drivers in different ways and fall into the following categories:

• Visual (taking your eyes off the road)
• Auditory (distracting noises)
• Manual (taking your hands off the wheel)
• Cognitive (thinking about something other than driving)

This summer, Eastern Bay road safety representatives aim to help you stay focused on the road so you’ll arrive at your destination safely. Our suggestions for reducing driver distraction include:

• Asking passengers to be quiet if you're having difficulty concentrating
• Choosing your music before driving, or ask a passenger to do it for you
• Pulling over to take a call if you don’t have a hands-free kit
• Taking regular breaks
• Avoiding eating or drinking while you’re driving
• Completing your personal grooming before you get in the car

For more tips on avoiding driver distraction, visit NZTA.