Vain male motorists have caused an estimated 2.2 million accidents in the last year as a result of admiring their own appearance or using grooming products while driving, according to a new study commissioned by MORE TH>N Car Insurance.
Whether it’s styling their hair (23%), inspecting their complexion (19%), pouting and posing (15%), or checking their teeth (10%), the rear view mirror is perfectly positioned to let well groomed guys admire themselves while driving.
The study of 3,000 UK male motorists suggests that 2.9 million men will linger on their reflections between five and 10 times in the space of a single 30-minute car journey. Taking roughly 4.8 seconds each time they check themselves out, millions of male motorists could be spending up to 48 seconds with their eyes fixed on themselves instead of the road, claims MORE TH>N.
Matt Pernet, at MORE TH>N, said: “We’ve heard a number of cautionary tales of women trying to apply make-up when driving, but until now men fawning over their own appearance behind the wheel was an unexplored area.
“This research shows that motorsexual men are significant in their numbers and are putting their safety and the safety of others at risk by valuing the importance of their own reflection over that of the road ahead.”
44% of those surveyed also claim that they keep their vehicle fully-stocked with grooming products including deodorant/anti-perspirant (25%), face wipes (15%), aftershave (13%), hairbrush (12%) and moisturiser (12%).
Matt Pernet added: “Given that the male grooming market is now valued at £35bn and growing, it’s clear to see just how important looking good is for the modern man. However, such a preoccupation with appearance should never extend into a moving vehicle.”
For more information contact Lucy Fogarty at COW PR on 020 7234 9150.