- More than half of Brits (54%) – equivalent to around 30 million people nationwide – are risking injury as they are glued to their phones while walking close to busy roads
- Over a third of Brits (34%) also admit to scrolling and strolling while crossing the road
- Pedestrians distracted by their phones report colliding with cars (15%) and bicycles (16%), tripping off kerbs (54%) and walking into signposts or bollards (39%)
- The behaviour, dubbed ‘scrolling and strolling’ in a new study by breakdown provider, Green Flag, is particularly common among Gen Zs, with over seven in ten (71%) 18-24-year-olds admitting to doing it
- Green Flag says both drivers and pedestrians must play their part in keeping Britain’s roads safe
More than half of Brits[1] (54%), equivalent to around 30 million[2] people nationwide, walk close to busy roads while glued to their mobile phones, new research from Green Flag, part of the Aviva Group, reveals.
Over a third of Brits (34%) also admit to scrolling and strolling while crossing the road. This rises to 53% for Gen Zs aged 18-24.
The study shows the behaviour – dubbed “scrolling and strolling” – has become a common habit for millions, with consequences ranging from more minor mishaps to potentially serious collisions.
More than half (54%) of pedestrians who are distracted by their phone screens while walking next to a road admit they’ve tripped off a kerb, while almost two in five (39%) have walked into a signpost, bollard, or other obstacle. Worryingly, 15% have collided with a car, while 16% have collided with a bicycle because they were preoccupied.
Scrolling and strolling is particularly prevalent among Gen Zs. Over seven in ten (71%) people aged 18-24 say they look at their phone screens while walking next to roads, compared with 54% nationally.
The findings come ahead of the back-to-school and university period, when roads become busier with commuters, students, parents, and children travelling during peak hours. They also coincide with Department for Transport analysis showing pedestrian collisions resulting in serious injury or casualty peak between 3pm and 6pm on weekdays, when the school run and evening commute overlap[3].
The research also highlights a range of other risky behaviours around roads. More than a quarter (26%) of Brits admit they often or always cross before pedestrian lights indicate it is safe to do so, while almost one in five (18%) say they cross roads without checking for bicycles, compared with 12% who fail to check for motor vehicles.
With roads becoming busier as schools and universities return and commuters head back to work after summer, it’s important that everyone plays their part in keeping our roads safe.
Damon Jowett, Head of Trading and Customer at Green Flag says: “Scrolling and strolling has become second nature for many of us. Whether it’s replying to messages, checking social media, or changing a playlist, it’s easy to underestimate how much attention these activities demand when we’re on the move.
“While walking into a bollard or tripping off a kerb might seem harmless, even small trips can result in injury. Our research also shows that distracted pedestrians are colliding with bicycles and even vehicles, which could lead to serious consequences for both pedestrians and drivers.
“With roads becoming busier as schools and universities return and commuters head back to work after summer, it’s important that everyone plays their part in keeping our roads safe. Pedestrians should avoid using their phones when crossing roads or walking near traffic, while drivers should remain fully focused when behind the wheel, avoiding distractions such as mobile phones and being aware of pedestrians.”
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References:
1. The research was conducted by Censuswide, among a sample of 2,000 nationally representative general consumers. The data was collected between 20.03.2026 and 23.03.2026. Censuswide is a member of the Market Research Society (MRS) and the British Polling Council (BPC), and a signatory of the Global Data Quality Pledge. Censuswide adheres to the MRS Code of Conduct and ESOMAR principles. [↑]
2. The estimate of around 30 million UK adults is calculated by applying the survey finding (54%) to the UK’s adult (18+) population of approximately 55.02 million people [↑]
3. https://www.gov.uk/government/statistics/reported-road-casualties-great-britain-vulnerable-road-user-factsheets/reported-road-casualties-great-britain-pedestrian-factsheet-2025#time-of-day-of-collisions [↑]
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About Green Flag
With over 50 years’ experience, Green Flag provides customers with breakdown cover 24 hours a day, 365 days a year. Customers have access to a network of breakdown operators across the UK and mainland Europe (Euro Plus cover required). Green Flag is part of the Aviva Group.
Customers can find out more about Green Flag products or get a quote by calling 0345 246 1557, connecting via the Green Flag Rescue Me Application, or visiting www.greenflag.com
