Campaign insight
We have developed the campaign based on insight we’ve gained from learner drivers, their parents and their driving instructors.
We gained the insight through a combination of:
- surveys
- one-to-one interviews
- analysing comments left on blog posts and social media
- looking at existing research produced by other organisations
We know that driving instructors are very influential. We know that:
- 89% of learners say they’re the biggest influence in assessing their test readiness
- 70% of parents say driving instructors are the biggest influence in assessing a pupil’s test readiness
That’s why we have created the communications toolkit. It’s designed to help driving instructors and other stakeholders communicate the campaign’s aim and messages to pupils, parents and other people who influence them.
Learner drivers
Preparing for the driving test
Our research shows:
- only 53% of learners say they felt ‘completely prepared’ for their first driving test
- only 35% of learners strongly agree that they would only ever take their driving test if they felt completely safe to drive on their own
- 66.6% of learners say they took at least one mock test as part of their preparation
- 45.5% of learners say they took private practice as part of their preparation
How different preparation affects the pass rate
An analysis of data shows the average pass rate is:
- 47% for learners who said they did not take a mock test with all the parts of the real driving test
- 65% for learners who said they did take a mock test with all the parts of the real driving test
It also shows the average pass rate is:
- 61.7% for learners who said they did not take private practice
- 63.5% for learners who said they did take private practice
Why learner drivers thought they failed the driving test
Our research shows:
- 1 in 10 of people who failed say that the main reason was because they were nervous
- 1 in 5 of people who failed say that the main reason was because they made a silly mistake
- 1 in 5 of people who failed say that the main reason was because they were marked too harshly (this increases to 1 in 3 for males ages 17 to 24)
Where learner drivers get information
Instagram is the top mobile app used by those aged 15 to 24. In September 2021, 90% of people aged 15 to 24 who are online visited Instagram.
Mental health of young people
In people aged 17 to 19 years, rates of probable mental disorder have been rising for some time. The rates were:
- 1 in 10 in 2017
- 1 in 6 in 2021
The latest data shows it increased again to 1 in 4 in 2022.
Parents, guardians and other influencers
Our research shows that for parents and other influencers:
- 42% expect their learner to have the same amount of lessons as they did when they learnt to drive
- 67% thought the driving test now is harder than when they took it
- 78% would only start private practice with learners when their instructor has advised them to
- 64% of parents have supported learners with private practice
- 71% of parents would like more information on the knowledge, skills, and practice needed to be a good driver
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