Improving the accuracy of information on direction signs

Recent studies in Great Britain have suggested that more 700 million pounds sterling/year (1 pound sterling = U.S. $1.80) is being "wasted" by drivers traveling longer distances than are strictly necessary. Most drivers state that they are seeking the shortest or quickest route to their destination, yet studies show that only 50 percent achieve their stated objective. Direction signs and maps are the most common and simplest form of route guidance. An analysis of data collected in Gloucestershire suggests that 86 percent of travelers follow a route that is signposted, that less than 50 percent of the signposted routes are minimum-cost routes, and that to change the signs to make them indicate the minimum-cost routes would require 7 place-name changes/junction, 3 distance or route-number changes/junction, and 1 directional change every 6 junctions. The cost of modifying all the signs in Great Britain to provide more accurate information is estimated at 70 million pounds sterling, and the annual savings that are likely to result from this investment are estimated to be in excess of 180 million pounds sterling. It is possible that the annual savings in fuel and accidents alone will cover the total investment. (Author)