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       Recent research shows that one in five drivers (20%) plans their route at least once a week to avoid roads with unclear markings.
       A recent study by the Road Markings Association (RSMA) also shows that poor road markings have the greatest impact on rural communities and businesses. Nearly half (45%) of drivers have avoided rural roads in the past six months due to concerns about visibility.
       Over the past six months, more than a third (36%) of drivers have chosen not to shop in rural areas due to poor visibility, with this figure rising to 59% among drivers under 35.
       The findings of this research formed the basis of a recent RSMA analysis report, ‘Failure Tolerances: How Borders Impact Rural Safety and Economies’, which surveyed 2,000 drivers across the UK.
       This study was prompted by questions about whether simply marking roads with white stripes could improve road safety.
       Almost three-quarters (73%) of drivers believe it is safer to drive on roads with shoulders; more than two-thirds (67%) of drivers prefer to drive on rural roads at night.
       The study found that more than one in five drivers (23%) avoid certain roads at least once a week due to concerns about nighttime visibility. This figure rises to 41% among drivers aged 18 to 24.
       Drivers also said that shoulder medians had a greater impact than other safety measures, such as lower speed limits (51%) and speed bumps (40%).
       Rob Schelling, chief executive of the Road Markings Association, said: “Edge markings may not be the first road safety solution that comes to mind for local authorities, but there is clearly a strong demand for them from drivers.”
       ”These results clearly show that the lack of this crucial visual information discourages people from driving on rural roads and at night, especially young drivers.”
       ”The next generation of drivers must have the confidence to drive safely at all times and on any road, but it is clear that they are not there yet.”
       Schelling believes that poor visibility can be addressed by improving basic infrastructure. “Road markings should be updated regularly, with particular attention to rural roads, which drivers most often avoid,” he added.
       ”If we don’t do this, rural businesses will continue to struggle. We know that local authorities lack resources, but we also know that the cost of demarcating borders is much lower than other security measures.”
       ”If we truly want to ensure road safety, save businesses and, especially, save lives, then we can no longer ignore the issue of road shoulder markings.”