Effects of Freeway Roadside Electronic Billboards on Visual Features of Drivers: A Field Experiment in China

In China, the rapid growth in the number of roadside electronic billboards in recent decades has led to severe safety issues, especially at nighttime conditions. However, little local research has been done in investigating the impact of roadside billboards on driver visual features. The study investigates the impact of billboards along freeways on driver visual features. A field experiment was conducted on road segments of Freeway G60 and Freeway G2 in China. Fifty five participants were recruited to conduct the field tests. Different features are covered including the eye movement (transitions between regions of interest), glance duration, and the rate of pupil area change. Besides, vehicle behavior parameters including the standard deviation of lane position and the speed are also investigated. Results show that billboards along the freeway result in distraction for drivers which is associated to higher risks. Results further indicate that the random and messy billboard installations along freeways in China have become a safety issue which needs further exploration, especially at nighttime.

  • Supplemental Notes:
    • This paper was sponsored by TRB committee AND20 Standing Committee on User Information Systems.
  • Corporate Authors:

    Transportation Research Board

  • Authors:
    • Zhang, Lanfang
    • Kong, Junying
    • Cui, Boyu
    • Fu, Ting
  • Conference:
  • Date: 2019


  • English

Media Info

  • Media Type: Digital/other
  • Features: Figures; References;
  • Pagination: 6p

Subject/Index Terms

Filing Info

  • Accession Number: 01698214
  • Record Type: Publication
  • Report/Paper Numbers: 19-02359
  • Files: TRIS, TRB, ATRI
  • Created Date: Dec 7 2018 9:49AM