Examination of driver detection of roadside traffic signs and advertisements using eye tracking

- Research was undertaken using eye tracking technology to examine driver gazes while driving in a real environment.
- Driver age is not connected with the number of detected roadside elements.
- Drivers who detect more traffic signs also detect more roadside advertisements.
- Advertisement placement does not seem to affect detection, but placement and content seems to affect perception.

Research shows that driver factors, particularly driver distraction, are the most common cause of traffic accidents. Among various visual distractions, objects such as advertisements that are commonly prevailing elements at the roadside, represent an important external distractor that may affect driving performance. Research findings on the influence that roadside signs or advertisements have on driver's attention focus are not consistent. Therefore, with the application of eye-tracking technology, this research was designed to test several assumptions regarding drivers' detection and perception of roadside elements. Seventeen volunteer participants, 19-76 years old, performed ten kilometres of urban driving, in which they were visually challenged with 56 traffic signs and 31 advertisements. It was found that drivers' age is not associated with the number of roadside objects detected. Those drivers who detected more traffic signs were also more attentive to visual advertisements. Furthermore, a positive and large effect size between the number of detected street-level and raised-level advertisements was also found.