New research from the Institute of Advanced Motorists (IAM) has highlighted the potential distraction of the latest technologies as being a greater threat to road safety than drink-driving.

According to the IAM's Safety Culture Index report, text messaging and social media have overtaken drink-driving as the top concerns among UK road users regarding road safety.

Overall, 93 and 92 per cent respectively of the 2,000 survey respondents said these issues represent either a 'serious' or 'very serious' threat to road safety. At the same time, drink and drug-driving garnered scores of 90 and 89 per cent respectively.

This represents a significant shift in driver attitudes during the last three years, with driver distraction rising in the list of potential hazards that motorists need to be aware of.

In total, 77 per cent of report respondents stated their belief that distraction due to new technologies is a bigger problem now than three years ago, compared to 23 per cent who think the drink-driving threat has increased.

Sarah Sillars, IAM chief executive officer, said: "This report is a crucial barometer of what drivers are really thinking. It is all about seeing what issues and factors the public see as important in their lives, and using that information to influence their behaviour.

"Understanding the issues drivers see as important when it comes to road safety is essential for establishing how best to communicate with them and so, in turn, to achieve behaviour change, on both a local and national level."

Ms Sillars added that it is now imperative that action is taken to address these concerns and to improve road safety for all.