Researchers found that combining cash incentives with feedback based on behavioral science can effectively reduce phone usage while driving.
A recent study published in JAMA Open reveals that offering a cash incentive along with regular feedback can significantly decrease handheld phone use among auto insurance customers. The study conducted by the Perelman School of Medicine at the University of Pennsylvania showed a substantial drop in phone usage when drivers were motivated by financial rewards and comparative feedback.
The researchers explored various strategies informed by behavioral science to address distracted driving during a seven-week trial. One strategy involved providing weekly feedback on phone use paired with a cash incentive of up to $50 if drivers used their phones less than their peers. This approach resulted in a 15% reduction in handheld phone usage compared to drivers who received no incentives or feedback. However, when drivers were informed that they would receive the same amount of money in weekly installments but risk losing it if they used their phones while driving, phone use decreased by 21%.
Lead author M. Kit Delgado, MD, highlighted the need for scalable interventions to tackle distracted driving, which accounts for over 800,000 crashes annually in the US. Despite numerous laws prohibiting handheld phone use, the problem persists, indicating the necessity for additional effective measures.
Insurance companies have witnessed a 30% increase in distracted driving-related accidents between 2011 and 2020, largely attributed to cell phone use. To address this issue, some companies are adopting “usage-based insurance (UBI)” programs that utilize smartphone apps to monitor driving behavior and cell phone usage, allowing for customized insurance rates based on individual driving habits.
The study involved collaboration between Penn Medicine researchers and Progressive Insurance®, enrolling over 2,000 participants in the research. Data analysis revealed that drivers who faced potential losses of up to $7.15 per week due to phone usage exhibited the lowest instances of distracted driving, surpassing those in the control group that received no incentives or feedback.
Delgado emphasized that providing feedback and framing incentives around potential losses proved to be particularly effective due to human psychology. Objective feedback on driving behavior compared to others and the concept of loss aversion played key roles in motivating safer driving practices.
By incentivizing drivers to reduce phone usage, the study observed a significant decrease in distracted driving instances. The research builds upon prior work by Delgado, with ongoing efforts focused on utilizing smartphone data to instill lasting safe driving habits among high-risk individuals.
This approach offers promise in reducing accidents, saving lives, and cutting costs for insurance companies, highlighting the benefits of implementing effective behavioral interventions in promoting safer driving practices.
