Want to improve your driving? pretend your mum's in the car

• Mums have biggest impact on driving behaviour and encourage slower, more courteous motoring
• Telematics devices can act as a ‘virtual mum’
   

New research reveals that the influence of the nation’s mothers could be making British roads safer.  The study for Direct Line DrivePlus1 has found that mums are the passengers who have the biggest impact on motorists’ behaviour, with 45 per cent saying their mum’s presence has a positive change on the way they drive.  Almost a third (30 per cent) says they drive more slowly when their mum is in the car. 

Mums have a greater impact on drivers’ speed than fathers – 25 per cent say they slow down when dad is in the passenger seat - or their own children, with 26 per cent per cent reducing their speed when transporting their offspring.

A mother’s influence is even greater on younger drivers, with 37 per cent of 18-34 year old drivers slowing down, and around 14 per cent of these saying they reduce their speed a lot when their mum is a passenger.

Mums say “be nice”

The impact of mums is not limited to speed – nearly one in ten (nine per cent) motorists say they are more courteous to other drivers when accompanied by their mum.  Other passengers which have the same impact on levels of courtesy are drivers’ bosses, with nine per cent saying they are more courteous in the presence of their boss.  Partners have the lowest impact on ‘politeness’, with only one in twenty five (four per cent) saying they are more courteous when their partner is a passenger in the car.

London mums are most influential

The research found that of all areas of the country, Londoners’ mums have the greatest influence on their children’s driving behaviour.  Three quarters (72 per cent) of the capital’s motorists who have driven with their mum in the car say their mum’s presence changes the way they drive.

Unfortunately, the influence of London’s mums is not entirely positive. While over a third (36 per cent) of London drivers slow down when their mum is in the car, one in five (20 per cent) admits to being distracted because they tend to chat to them.

Distractions and distance

The research also found that having friends in the car creates the biggest distraction as drivers tend to chat to them, with 12 per cent saying this is the case.  Dads and bosses are most likely to be chauffeured in silence as only one in twenty (five per cent) motorists who have driven these groups cites conversation with them as a cause of distraction.

Although children can be distracting to drivers, more than one in ten (11 per cent) motorists believe they concentrate more on the road when their children are in the car and are more likely to leave a greater distance between them and the car in front (nine per cent).

It appears that the presence of a member of family in the car can perhaps subconsciously influence motorists to drive more safely.

Paul Felton, Head of Telematics at Direct Line, said: “The old adage that ‘mother knows best’ has a ring of truth about it, and despite the fact that some drivers may be distracted when chatting to their mums, this research shows that, in general, mums have a positive influence on driver behaviour.

“For drivers who want to be rewarded for safe driving and improve their driving behaviour, a telematics car insurance policy can act as an alternative ‘in-car mum’, by serving as a reminder to drivers to be on their best behaviour.  And another bonus is that our DrivePlus device won’t tell you to get your hair cut or eat your greens.”

Telematics encourages better driving through directly linking driving behaviour, such as accelerating, braking and time of journey to the price of insurance. By choosing DrivePlus motorists are able to monitor their driving score on an ongoing basis, with consistently high or improving scores leading to reductions in premiums in the future.

Young drivers aged 17 – 25 who take out a policy with the DrivePlus Plug-in device will receive an upfront discount of up to 25 per cent on their premium2.

For more information go to: www.directline.com/car-insurance/driveplus

ENDS
 

For further information, please contact:

Emma Lowde

Citigate Dewe Rogerson

Tel: 020 7282 1049

E-mail: emma.lowde@citigatedr.co.uk
 

Vicky Bristow 
PR Manager 
Direct Line Group

Tel: 01239 637377 
Email: vicky.bristow@directlinegroup.co.uk
 

Notes to editors:

1. Research carried out by Opinium Research online amongst a nationally representative sample of 2001 UK adults between 11-14 April 2014. Figures quoted exclude those who answered ‘not applicable’ when asked about the relevant passenger.
   Positive changes cited when asked about the impact of a passenger on their driving were: I drive a little slower; I drive a lot slower; I leave a greater distance between me and the car in front; I am more courteous to other drivers; I turn the volume on the car stereo down; I tend to concentrate on the road more.
   
   
2. Drivers aged 17-25 will receive a discount of up to 25 per cent. These discounts are subject to change.
    

Direct Line

Started in 1985, Direct Line became the first UK insurance company to use the telephone as its main channel of communication. It provides motor, home, travel and pet insurance cover direct to customers by phone or on-line.

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