New Research: The Top Things Drivers Do to 'Fight the Drowse' -- Caffeine, Open Windows, Stretch, Loud Music, AC -- Do Not Work

DAYTONA BEACH, Fla., June 25, 2014 /PRNewswire/ -- With the summer road-trip season hitting high gear July 4^th,, and in the wake of a deadly crash, allegedly caused by drowsy-driving, that critically injured comedian Tracy Morgan, DMEautomotive (DMEa) recently surveyed American drivers on the top ways they try to combat sleepiness on the road.

The results are a wake-up call: While the #1 method, drinking caffeinated beverages, can be a temporary, yet not fully effective fix, drivers report they're more likely to open windows, pull over and exercise/stretch, blast loud music and the air conditioning (which studies indicate have very short-term to no effect), than do what safety experts recommend most: pull over and take a nap. Pulling over and napping (only 23% reporting) ranked a lowly 7^th, on a par with eating or singing (21%).  The findings indicate most drivers are doing things to fight sleepiness-at-the-wheel that don't work, and it's likely contributing to the scary statistics: drowsy driving is responsible for somewhere between 15-33% of all fatal crashes,¹ or more than 100,000 accidents each year.²

The DMEa survey of 2,000 car owners³ also found that a lot of drowsy drivers may be out on the roads these next months. The majority (53%) of U.S. drivers reported that they are taking a road trip this summer, and that they plan to drive at least 7 hours each day – with 1 in 10 reporting they plan to drive more than 12 hours.

"The recent crash involving Tracy Morgan was tragic, and draws attention to an incredibly dangerous driving behavior that doesn't get taken nearly as seriously as drinking or texting while driving," said Mary Sheridan, Director of Research and Analytics for DMEautomotive. "This survey reveals a big problem: when people get sleepy on the road, too many take measures that simply don't work. Most of us do ineffective things like stopping for that third triple-shot cappuccino or slapping water on our face just to keep going. As drivers, we need to heed our drowsiness: and stop and sleep, or let a rested person drive."

Notably, among the top 15 things drivers do to fight drowsiness, only #3 (switching drivers, provided they're rested) and #7 (pulling over and napping), are supported as working by medical evidence and safety experts. For the #1 method, drinking caffeine, the expert consensus is that while it does temporarily boost driver alertness, it's no replacement for sleep.

Younger Drivers Far Less Likely to Stop for Naps – Far More Likely to Sing, Eat, Blast Music & Talk on Phone:

While studies show younger drivers are more likely to be involved in drowsy-driving crashes,⁴ this new data shows that those under 35 are significantly more likely to do ineffective things to "fight the drowse" than over-35 drivers: they're more likely to listen to loud music (43% vs. 31%), eat (33% vs. 14%), sing (32% vs. 15%), talk on the phone (14% vs. 5%), talk to themselves (15% vs. 9%) or slap themselves (13%. vs. 9%). And they're less likely to pull over and nap (19%) than those over 35 (24%). The survey also finds that under-35 drivers will be hitting American roads in greater numbers than those over 35 this summer: 64% have a summer road trip planned, vs. 48% of those over 35.

What Medical Studies/Safety Experts Say Works, and Doesn't:

DMEa aggregated authoritative and available medical evidence on which "fight the drowse" strategies work, and which don't (hint: most don't, and a good night's sleep is the best preventative!).

Drinking caffeine: Caffeine can be an effective, if temporary, drowsy-driving fighter, but should not replace sleep. Caffeine doesn't overcome the effects of drowsy driving: for instance, you can still experience "micro-sleeps," falling asleep for a few seconds unconsciously. And because caffeine doesn't enter the bloodstream for 30 minutes, scientists recommend the "caffeine nap": taking a 30-minute nap first, then drinking the equivalent of 1-2 cups of strong coffee.

Opening window/sunroof: No evidence of benefit.

Switching drivers: Effective, if new driver is rested.

Pulling over to exercise/stretch: Contrary to what many people may imagine, offers very little benefit. Exercise only provides a very temporary alertness-effect (only lasting 10-15 minutes) in studies.

Loud music: No benefit, and can serve to distract drivers from their drowsiness.

Turning up AC: No real benefit.

Napping: Studies have shown naps between 20 minutes - 3 hours prevent fatigue and restore alertness. Experts recommend scheduling a driving break every 2 hours, and napping. Napping is, however, not a substitute for longer sleep, and getting at least 7 hours sleep before a long drive is critical. Drivers' main sleep periods should happen at night, driving between midnight and 6AM should be avoided, as should rotating night and day duty.

The Consensus: Just stop driving if you're sleepy, and the only real recovery strategy is sleep.

Sources: AAA report from Univ. of Pennsylvania (review of medical studies, including Horne and Reyner's, Horne and Foster's), AARP, NHTSA, UCLA Health Sleep Disorders Center, University of Maryland Medical Center

About DMEautomotive
DMEautomotive (DMEa) is the industry leader in science-based, results-driven automotive marketing, and provides turnkey marketing to the largest and most innovative automotive organizations, from automobile dealerships to many of the largest aftermarket companies in the U.S. DMEa's uniquely panoramic view of the complete automotive sales and service market, combined with its cutting-edge, science-based marketing programs, increases customer yield, conversion and retention.

DMEa does not take marketing performance on faith, and each product and service is measured by a simple, precise scientific approach: Is it true? Prove it. Will it work? Test it. Does it generate results? Show it! Supported by DMEa's proprietary, cloud-based Red Rocket Technology Platform, the DMEa product suite includes science-based, data driven, multi-channel customer acquisition and retention marketing programs; best-in-class campaign reporting; data management and analytics; auto-focused Customer Interaction Center solutions, and complete on-site mail and email fulfillment services. Headquartered in Daytona Beach, Florida, DMEa also has major operations in Jacksonville, Florida.

¹ Center for Disease Control & Prevention data
² NHTSA data
³ Conducted Spring 2014
⁴ For instance, drivers age 16-24 are nearly twice as likely to be in a drowsy-driving crash than those aged 40-59. (Univ. Of Maryland Medical Center)

Photo - http://photos.prnewswire.com/prnh/20140624/121171

SOURCE DMEautomotive

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