The Highway Code: social media evaluation, 2014
Published 8 October 2015
Applies to England, Scotland and Wales
© Crown copyright 2015
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This publication is available at https://www.gov.uk/government/publications/the-highway-code-social-media-evaulation-2014/the-highway-code-social-media-evaluation-2014
1. Background
The Highway Code was first published in 1931, and hundreds of thousands of copies are sold each year ensuring it remains in the book bestseller lists. Versions of The Highway Code are available in paper and digital formats, so there is a version available to suit most users.
The Driver and Vehicle Standards Agency (DVSA) is a leading government agency in the use of social media, and regularly posts Facebook and Twitter messages.
Since 2011, DVSA has been running The Highway Code Facebook page, Twitter channel and email alert accounts. Messages promoting The Highway Code are regularly sent out online.
To assess user opinion about the messages, short surveys were undertaken with followers to ascertain whether the communications have improved their understanding of the rules of the road, and whether any improvements could be made to the content of them.
2. Main findings
The main findings of the research are that:
- nearly all user respondents would recommend the services to a friend
- over 80% of respondents within each of the media types indicate that the messages may have helped to improve their understanding of The Highway Code rules
- over 60% indicate that the messages may have helped them use the road differently
The chart and tables show the percentage who responded positively.
| Question | Email alerts | ||
|---|---|---|---|
| Improved knowledge and understanding | 83.1% | 79.6% | 86.4% |
| Used the road differently | 66.3% | 60.3% | 70.3% |
| Recommend to friends | 93.0% | 97.2% | 100.0% |
3. Methodology
Surveys were made available online for one week (17 to 24 November 2014), and followers were invited to complete the surveys via hyperlinks embedded in social media alerts.
The surveys were short and consisted of the following questions:
- Has your knowledge and understanding of rules in The Highway Code improved as a result of our messages?
- Do you think you’ve used the road differently as a result of reading our messages (this could be as a pedestrian, motorist, cyclist or horse rider)?
- Would you recommend signing up for these posts or email reminders to your friends?
In addition, respondents were invited to provide free text comments to the following question:
Without changing any of the rules in The Highway Code, how could we improve our messages? (eg use of pictures, photos, videos or using statistics about incidents to emphasise rules).
Alerts about the surveys were sent to numerous population sizes of email subscribers, Twitter followers and Facebook friends. The response rates were as follows:
| Channel | Population size | Response volume | Response rate |
|---|---|---|---|
| Email alerts | 38,606 | 6,533 | 16.9% |
| 27,604 | 632 | 2.3% | |
| 37,685 | 858 | 2.3% |
The response rates from the population sizes were relatively small, especially in relation to Facebook and Twitter users. This means that at a 95% confidence level the error margin of the Facebook and Twitter user scores may fluctuate between +/- 3.5%
4. Analysis
4.1 Question 1: Has your knowledge and understanding of rules in The Highway Code improved as a result of our messages?
Scores obtained across all channels indicate that respondents feel that their knowledge and understanding of the rules of the road has improved as a result of receiving messages.
It is unknown how many respondents are users of more than one social media channel. However, the scores suggest that Facebook users found messages the least successful in helping their understanding, but only by a small margin.
| Channel | Yes | No | Not sure | Total |
|---|---|---|---|---|
| Email alerts | 83.1% | 9.6% | 7.3% | 100.0% |
| 79.6% | 14.7% | 5.7% | 100.0% | |
| 86.4% | 7.3% | 6.3% | 100.0% |
4.2 Question 2: Do you think you’ve used the road differently as a result of reading our messages? (This could be as a pedestrian, motorist, cyclist or horse rider).
There is a clear indication that users across the 3 channel types may be using the road differently because of reading the online posts.
The question of establishing how much influence the messages have had on behaviour change may be a subject for further research.
Facebook appears to be exerting the least influence on attitudes to using the road, with 13% not being sure.
| Channel | Yes | No | Not sure | Total |
|---|---|---|---|---|
| Email alerts | 66.3% | 33.7% | 0% | 100.0% |
| 60.3% | 27.1% | 12.6% | 100.0% | |
| 70.3% | 29.7% | 0% | 100.0% |
4.3 Question 3: Would you recommend signing up for these reminders to your friends?
There is widespread support for the social media services with most willing to recommend them to friends.
There appears a little uncertainty regarding Facebook with 3% being unsure. 7% of respondents receiving email alerts stated they would definitely not recommend.
The cross-sectional design of surveys were only meant to capture broad views, therefore the reasons why users would not recommend could be explored further.
| Channel | Yes | No | Not sure | Total |
|---|---|---|---|---|
| Email alerts | 93.0% | 7.0% | 0% | 100.0% |
| 97.2% | 2.8% | 0% | 100.0% | |
| 100.0% | 0% | 0% | 100.0% |
4.4 Question 4: Without changing any of the rules in The Highway Code, how could we improve our posts or email reminders? (eg use of pictures, photos, videos or using statistics about incidents to emphasise rules).
Respondents were invited to provide free text comments about how reminders and postings could be improved, and an analysis of the responses from the 3 surveys provided 4 broad areas describing how additional content could enhance the service.
The chart summarises the scale of responses, indicating most comments support the idea that pictures, videos, graphics and statistics would enhance social media messages.
Other comments confirm that respondents would like more variety in the subject matter of postings, and to make them more interactive by adding quizzes or providing links to other web-based materials.
| Requested themes | Number of comments |
|---|---|
| Photos, videos and graphics | 4,837 |
| Statistics | 1,679 |
| More variety and themes | 999 |
| Interactive and quizzes | 376 |
Photos, videos and graphics
Using images and graphics to support messages contained in alerts and postings appears to be accepted as an effective way of reinforcing message content and learning points.
The information below helps to explain why respondents think images are important in social media messages, with suggestions how photos, videos and graphics can be used.
Images are important in social media because they can show the code in action:
- examples of hazards and reminders of road signs
- include more obscure signs
- feature road markings
- making sure your car is ok for winter
- explain more complicated rules
- how to deal with a breakdown situation
- feature driving with a child in the car
- remind cyclists of their responsibilities
Visualisations can reinforce scenarios because:
- pictures promote better understanding
- keep points interesting
- some people learn visually
Images can help to explain and demonstrate:
- remind people to follow the rules
- demonstrate consequences of poor driving
- showing how to behave
- describe common driving mistakes
- by targeting specific motoring groups:
- new drivers
- old rivers
- vans
- coaches
- videos provide useful tips
Images can hold attention:
- make posts ‘punchy’ and easily remembered
- photos or videos of incidents have maximum impact
- videos help support campaigns
- include photos of unsafe behaviour
- naming and shaming of poor road users
- describe consequences of ignoring the rules
- videos can be succinct and brief
Statistics
Many respondents thought provision of statistics in alerts and messages would be useful, but there were some who supported their use but had reservations.
The information below outlines respondents’ suggestions about how statistics could enhance messages, but the final group of suggestions advises that figures should be used carefully.
Statistics provide some factual basis:
- include national statistics to provide a sense of scale
- feature some statistics to help change behaviours
- incorporate some stats that are hard hitting and shocking
- well-presented statistics engage
- link Highway Code rules with statistical findings
- use of stats with images helps provide a rounded picture
Statistics can support themed events:
- a wide range of subject areas are underpinned by statistical information
- statistical data can help in the creation of case studies
- use data broken down on a regional or local level to highlight specific problems
- use statistics to under pin important issues:
- drink driving
- mobile phone use whilst driving
Use statistics carefully:
- reading statistics can be dull or off-putting
- statistics should not become the main focus of the message
- statistics can be impersonal and disengage the individual
More variety and themes
An analysis of the responses provides an insight into how regular posts should be made and the variety of subject matter suggested by users. 82 comments suggest that the same subject matter is repeated time and again.
There is, however, an appetite for more regular posts (128 comments) indicating that messages should be sent daily or weekly.
Posts should cover a variety of subject matter. The chart below shows suggested themed areas by popularity.
| Requested themes | Number of comments |
|---|---|
| Accidents | 214 |
| Speed | 152 |
| Roundabouts | 140 |
| Road signs | 101 |
| Cycles | 99 |
| Motorways | 73 |
| Weather | 71 |
| Pedestrians | 56 |
| Junctions | 35 |
| Parking | 28 |
| Common mistakes | 24 |
| Lorries | 16 |
| Dual carriageways | 16 |
| Motorcycles | 15 |
| Rural | 14 |
| Drink | 9 |
| Horses | 8 |
| Urban | 5 |
Interactive and quizzes
Respondents were interested in receiving messages and posts that either referred them to other sources of information, or allowed them to self assess their understanding of The Highway Code rules.
Engage users in active conversation:
- provide interactive posts asking questions
- ask users for views
- provide feedback to comments
Provide more links to external material, including links to:
- road safety campaign material
- local information
- educational materials
- Institute of Advanced Motoring (IAM), Royal Society for the Prevention of Accidents (ROSPA) and YouTube
- news articles
Provide quizzes and self assessment material:
- case studies with questions
- quizzes on various subjects
- road signs
- road safety scenarios
- self assessment material can be:
- against the clock
- have instant or deferred answers
- be diected elsewhere for answers
- material could be ‘fun’ or serious
5. Summary
All statistics presented in this report are based on modest response rates, and this means that some caution should be used when considering the findings.
5.1 How well the messages are received
DVSA’s Highway Code Facebook postings, tweets and email messages appear to be well received, with over 90% of respondents indicating that they would recommend the service to friends.
Although most of the free text comments are from general members of the public, some text content indicates that both driver trainers and industry professionals also find the service of value. Various individuals mention that they use the information sent out in driving lessons, or share the information with work colleagues employed in the transport sector.
5.2 Improving the messages
When asked how The Highway Code posts or email reminders could be improved, respondents provided sufficient comments to confirm that good use could be made of pictures, videos, graphics and statistics.
Comments also suggested that quizzes would be a good method to provide a way of self assessing knowledge, and that links to web-based material would provide a wider educational resource.
Although the majority of respondents are keen to see the postings and messages enhanced in some way, there are many that recommend communications remain simple and concise.
Many users have restricted bandwidths, and embedding links to pictures or videos may make take a long time for graphics to load. Other users may have a busy schedule, and messages that are concise and simple would be easy to read when in a hurry.
6. Recommendation
For DVSA Communications to use embedded links in messages or emails for a variety of graphic or interactive elements, and then to undertake a periodic review of user opinion.