The Biggest Distractions for Irish Drivers

The Biggest Roadside Distractions

Driver behaviour in Ireland is taking centre stage, with the Government suggesting an increase in penalties for dangerous road users. For drivers, staying focused on the road can be challenging with potential distractions around every corner, but every millisecond can mean the difference between a safe journey and an accident. But which distractions capture our eye the most when we are on the road?

To find out, here at Chill we conducted an eye-tracking experiment analysing where drivers' eyes looked while watching dashcam footage of Irish roads. By categorising various distraction types, we determined how long drivers spent looking at each distraction, how quickly they noticed it, and how many times they glanced at it, to determine Ireland’s biggest distractions while behind the wheel.

What are Ireland’s top driving distractions?

To discover the biggest distractions on the roads, we analysed the results of how long drivers are focusing on a distraction, how quickly they see it, and how many times they looked at it as they were driving. Together, these formed a final distraction score out of 10.

Vehicles turning onto the road are the biggest distraction for drivers, attracting an average of three glances in each instance. While it takes motorists almost four seconds (3.7 seconds) to spot the vehicle, drivers keep their focus on it for eight seconds. However, drivers with 20 years of experience or more were the slowest to look at them, averaging almost five seconds (4,999 milliseconds).

A taxi pulling over to the side was the second most distracting sight for drivers, gaining the same average glances as vehicles turning onto the road at three glances, but keeping the eye for 1.4 seconds less. New drivers with under five years of experience appear to look at the distraction the least, with 2.3 glances.

Children rank third for the most distracting roadside interruption, as drivers spend an average of 8.3 seconds looking at children in their line of sight instead of the road. In terms of length, this is the distraction that holds the driver's attention the longest. Children can be unpredictable with their movements, making it a tough balancing act for drivers to keep an eye on them and still focus on the road.

Which distractions do drivers look at the quickest?

While vehicles turning onto the road may be the distraction taking up most of our attention, which diversion draws our eyes the quickest?

Participants took just over half a second to notice parked cars, making them the quickest distraction to catch their attention. However, as they are stationary, drivers are fast in averting their gaze, only glancing at them for 354 milliseconds–that’s under half a second.

In second place is livestock, which took drivers 1.2 seconds to notice. With around 135,000 farms throughout Ireland, it’s difficult not to encounter a cow or two on your journey. However, focusing on the road rather than the animals is key to ensuring a safe driving experience, and with Irish drivers spending less than half a second (431 milliseconds) looking at livestock, motorists appear to keep their focus away from the animals and on the road ahead.

Cyclists rank third among the most eye-catching distractions, with drivers taking an average of 1.4 seconds to notice them. Cyclist visibility on the roads is essential, as even brief delays in recognition can have significant safety implications. Between 2018 and 2022, 265 cyclists were seriously injured in Ireland, on average, each year. While taking up driver attention for an average of nearly half a second (452 milliseconds), cyclists aren’t distracting for long, but it’s still important to spot them while behind the wheel.

Interestingly, though children hold our attention the longest while driving, motorists take just over five seconds (5.2 seconds) to notice them. It’s worth remembering that special speed limits of 30km/h are often in place near schools, giving drivers more time to factor in large groups of pedestrians found in these areas.

Does experience mean less distraction?

Drivers with 16 to 20 years of driving experience were the fastest at noticing a distraction, taking over five seconds across all distractions (5.6). Notably, they also spent the least amount of time focusing on distractions at just under half a second (441 milliseconds). This suggests that they quickly notice diversions but promptly shift their attention back to the road.

While newer drivers are usually younger, those with under five years of experience took an average of 6.5 seconds to first look at a distraction but only looked at it for half a second (486 milliseconds). So, while they may be slower to see the distraction, they also seem to refocus their attention quickly.

The most experienced drivers were only marginally slower than the new learners, noticing distractions 0.4 seconds (364 milliseconds) slower than the 0-5 years of driving group.

How can drivers navigate driving when they encounter distractions?

A moment of your attention not on the road can lead to serious repercussions such as harm to yourself or others, or even costly repairs to your vehicle—consequences that can all be helped by being covered by appropriate car insurance. Ian O’Reily, Head of Personal Line Sales at Chill, suggests how drivers can prevent accidents by keeping their focus on the road ahead:

“At Chill, we see first-hand how distractions can lead to accidents and claims. Our study has highlighted that even the most mundane distraction, like a glance at livestock or advertising posters, can take your attention away from what’s important: the road in front of you.

“While you may not be able to control the distraction itself, drivers have the power and responsibility to minimise risks. Staying alert and focused can be achieved by:

Prioritising rest: Make sure you never drive while sleep-deprived, as this will reduce your vigilance and alertness, making it easier for your eyes to drift elsewhere. Up to 20% of all crashes worldwide are estimated to be caused by driver fatigue, so it’s important to stop in a safe location if you start to feel drowsy. This can look like frequent yawning, heavy eyelids, or noticing yourself drifting between lanes.

Reduce car-based distractions: It’s important to reduce any distractions from within the car by lowering music volume, putting your phone away, and resisting any urge to multitask. While music is not a danger itself, studies have shown that louder volumes of music in the car can increase reaction time by 16%, which can make a vital and life-changing difference if you encounter something unexpected on the roads.”

Be organised before you set off: Set yourself up for a distraction-free journey by preparing in advance. Deciding your route and setting up your GPS before you start your engine can prevent you from making last-minute adjustments while driving, causing you to take your eyes off the road. A pre-decided route can also keep you informed of any traffic conditions, removing any element of surprise that may distract you.”

Staying attentive while driving isn’t just a matter of road safety—it’s a matter of life safety. Our study highlights just how easily distractions can steal your focus, whether it’s a glance at a parked car or the unpredictability of children near the road. By understanding these patterns and changing our habits, we can make the roads safer for everyone.

Improving concentration behind the wheel starts with small but impactful changes: silencing your phone, taking regular breaks on long journeys, or even preparing your driving playlist before setting off. Reducing any chance of your eyes deviating from the road before you even start the engine can massively improve your concentration and safety while driving. These simple habits can make all the difference in keeping you focused and ready for the roads.

At Chill, we’re committed to supporting Irish drivers not just with insurance but with insights that promote safer driving behaviors. Let’s keep our attention where it matters most—on the road ahead, ensuring safer journeys for everyone.

Methodology

An eye-tracking study of 23 drivers in Ireland where they watched 11 videos of dashcam footage containing various distractions. The study tracked how long they glanced at each distraction, the speed they glanced at it, and how many glances each participant gave to the distraction. This was conducted in November 2024.

Definitions:

AOI (area of interest): The specific area on the footage that caught someone’s attention. For example, a pedestrian will be an AOI.

Glances: The time from when the eyes start moving toward the area of interest (AOI) until the last moment they focus on it.

Duration of glances: The time from when the eyes first move into the AOI until they stop focusing on it.

Number of glances: Number of Glances that occur during an interval of time, and specific to an AOI.

Speed of glance to AOI: The time it takes for a participant to fixate on a specific area of interest after it becomes visible in the footage.