29 Jan '13, 5pm

New Study Finds Link Between LED Billboards and Likelihood of Highway Crashes

New Study Finds Link Between LED Billboards and Likelihood of Highway Crashes

Billboard Alley on Toronto's Gardiner Expressway is now lined with giant digital LED boards. They were controversial; Activist Dave Meslin was quoted in Torontoist: “It’s not rocket science,” Meslin says. “We’ve already banned cellphones in cars. You’re not allowed to watch your own personal TV screens in cars. So why would we install electronic signs on the highway? It’s just a bad idea.” Now a new Swedish study, Effects of electronic billboards on driver distraction , proves that Dave was right. 41 drivers were fitted with head-mounted eye trackers and equipment that recorded their head movements. Responses to both digital and conventional signs were recorded. Overall, the electronic billboards attract more visual attention than the other traffic signs included in the study. Dwell times are longer, the visual time sharing intensity is higher, very long single glances are...

Full article: http://www.treehugger.com/corporate-responsibility/new-st...

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