With more serious and fatal road accidents in Scotland occurring on rural rather than other road types, this study, undertaken in 2007, aimed to investigate the causes of such accidents and to gain insights which could be used to tackle the problem. The proportion of drivers travelling on rural roads was identified, and their driving behaviour and attitudes when on such roads were explored, along with an analysis of police recorded accident data of the factors which contribute to rural road accidents. Main findings are: * Official data recorded by the police show that the most frequently reported factor contributing to rural road accidents was 'loss of control'. Loss of control is strongly associated with driving at inappropriate speed (which includes two factors: 'travelling too fast for the conditions' and 'exceeding the speed limit'). *Only around half the rural road drivers surveyed (51%) knew that the National Speed Limit sign meant a maximum of 60mph for car driving. Men and younger drivers were statistically more likely to report exceeding the speed limit on all road types (including rural roads) than others. * An analysis of survey responses found there was little difference in the extent of reported non-compliant driving behaviours ( e.g. driving when very tired, whilst using a mobile phone or after drinking any alcohol) on rural roads compared to other road types. * Survey respondents saw driving on rural roads as low risk, due to fewer vehicles and pedestrians, and lower police presence. Risky driving was not perceived as likely to have negative consequences. * Based on their responses to questions about speeding behaviour, drivers were clustered into 3 groups: 'Compliants', who tended to observe the speed limit; 'Exceeders', who exceeded speed limits by up to 10mph but no more; and 'Excessives', who routinely exceeded the speed limit by a larger amount. Based on their agreement with a number of attitude statements, drivers were clustered into 5 groups: 'Confident Drivers', 'Accident Aware Drivers', 'Risk Takers', 'Frustrated Drivers' and Apprehensive Drivers'. These categories of drivers could be used in developing and targeting strategies to reduce accidents on rural roads. * In tackling the problem of rural road accidents, younger male drivers participating in focus groups supported a tougher extended driving test (though not increasing the age for taking the test or introducing curfews for new drivers) and increasing advisory signage on rural roads. In terms of communications, younger drivers responded better to messages that did not challenge their own beliefs in their driving abilities and that could be seen as advice rather than criticism. (Author/publisher) This report may be accessed by Internet users at http://www.scotland.gov.uk/Publications/2008/10/03140548/0
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