THINK! Road Safety Survey 2013

This report focuses on the THINK! Annual Survey, carried out in July 2013. A total of 1,853 interviews were conducted in England and Wales, with those aged 16+. Among these, 1,162 interviews were conducted with motorists.

This survey differs to the normal waves of THINK! research in that a focus was placed on gaining annual measures of road safety attitudes and behaviour among the British population, rather than simply focusing in on campaign measurement and evaluation.

The survey covered the following elements:

• Awareness of, attitudes towards, and perceptions of the THINK! road safety brand as a whole;

• General attitudes towards road safety, and its perceived importance in relation to other social issues;

• Attitudes towards driving, and influences on driving behaviour;

• Driving and road safety behaviour among different users, including the prevalence of dangerous driving behaviour.