The people who sell you auto insurance want to be that little voice in your head the next time you're driving and you think to reach for your cellphone.
The insurance industry is joining legislators, government agencies, and others to address the danger and costs of distracted driving. The proliferation of cellphones, dashboard infotainment screens, and other distractions has contributed to an increase in traffic accidents and deaths in recent years, according to the National Highway Traffic Safety Administration, and that means more payouts for insurers.
The Travelers Cos. began a national campaign targeting distracted driving called Every Second Matters.
"We're here because traffic accidents have a cost," said Michael Klein, a Travelers executive vice president. "And we're trying to find ways to prevent those accidents from happening in the first place."
Klein said data at Travelers show that an increase in distracted driving is a growing factor in the claims it settles for crashes.
Joan Woodward, the executive vice president for public policy at Travelers, said distracted driving should be treated like drunken driving, which despite remaining a serious problem has become less acceptable over the years. The company released the results of a survey of 1,000 adults that found that nearly a quarter of them said they used cellphones or other electronic gadgets while driving, even as 78 percent said they agreed it was "very risky" behavior.
Other findings from the survey:
People are far more likely to look at their cellphones while driving alone than if someone else is in the car.
Being lost was the most common reason that drivers said they looked at their cellphones, followed closely by "reading text" or other notifications.
About 30 percent said they rarely or never speak up when riding with a driver who uses a cellphone.
Jenny Burke of the National Safety Council, a private nonprofit organization, says studies show that hands-free phone calls are just as distracting as talking with a phone to your ear. And, Burke said, in-dash screens that include maps, online music systems, and access to the internet have emerged as new sources of hands-free distractions.
The basic problem, Burke said, is multitasking by drivers. People feel compelled to be doing something else while they're driving, whether it's answering a text, eating lunch, or putting on their makeup.
"You are not focusing on the road," she said. "You are focusing on all these other things you're trying to get done."