Driving Instructors to Promote Courses for Safe Winter Driving

BY Rachel Cagle
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The Winter Driving Safety Alliance, an organization committed to promoting safe winter driving, urges all drivers and workplaces to shift into winter by preparing their vehicles and adjusting driving behavior to reduce the risk of a crash in challenging winter conditions.

Depending on where you drive, winter road conditions vary. Drivers, and employers with workers who operate fleet or personal vehicles for business purposes, need to think ahead and prepare for changing road and weather conditions.

On average, the number of casualty crashes caused by driving too fast for conditions doubles in December, compared to October. The winter months of November, December, and January are a particularly dangerous time for people who drive for work, with nearly 28% of all work-​related crashes resulting in injury and time loss claims occurring during these months.

Believe it or not, 3.5% of U.S. adults over the age of 17 plan to be Driving Instruction Buyers within the next year, according to AudienceSCAN. They could be looking to refresh their winter driving skills as cold weather and the threat of snow and icy roads creeps closer. About 62% of this audience has used the internet to check the weather within the last 30 days. That wasn't the only thing they used the internet for within that time. About 47% used a search engine to research a product or service they were considering and, within the last six months, 54.6% watched online or streamed videos. Both of those mediums can be used to target consumers considering going back to driving school for winter preparation.

While winter tires, chains and other devices enhance safety by providing better traction in rain, snow, slush and icy conditions, drivers are encouraged to:

  • Plan your route ahead of time: check current highway and weather conditions. Delay travel if conditions are unsafe.
  • Invest in winter driving training: Learn how to brake safely, how to get out of a skid, and how your car handles in winter weather.
  • Slow down: The posted speed limit is the maximum speed under ideal driving conditions, so when inclement weather hits, you should slow down and drive with extra care. Keep at least four seconds distance between you and the vehicle in front of you to allow plenty of room in situations where you may need to brake suddenly on a slippery surface.
  • Be prepared: Bring suitable clothing, emergency supplies and a fully charged cell phone if you have one in case of travel delays or a motor vehicle incident.

Driving Instruction Buyers can be targeted a number of different ways, especially digitally. According to AudienceSCAN, 67.7% of this audience took action after seeing an advertisement on a smartphone mobile app or after receiving a text ad, and they're 135% more likely than other adults to find advertising on their mobile apps useful to them. They're also 60% more likely than other adults to find advertising on social networks useful to them, and last year, 62.6% clicked on text link ads on website. Digital's effectiveness doesn't mean you should ignore traditional advertising means though. Last year, 76.1% took action after seeing a TV commercial and 70.6% reacted to ads sent to them via direct mail.

AudienceSCAN data is available for your applications and dashboards through the SalesFuel API. Media companies and agencies can access AudienceSCAN data through the AudienceSCAN Reports in AdMall.