SPEEDING motorists in Exeter are being targeted with the introduction of speed 'visors' around the city.

Speed visors are electronic signs which measure the speed of approaching vehicles and are activated when the speed limit is exceeded. The figure of the speed limit is flashed up in lights, making people more aware of how fast they are travelling.

Since August 2003 visors have been put up in various locations throughout Exeter. They are currently located at Hill Barton Road and will shortly move to Kestrel Way.

Nationally, numbers exceeding the 30mph speed limit have dropped in recent times. But Devon County Council's Road Safety Team is still concerned at how many motorists are breaking the speed limits on the county's roads.

Executive Member for the Environment Councillor David Morrish said: 'Devon County Council has a long history of successful speed management initiatives and this is the latest weapon in our armoury.

'But we can't do it without road users following the national speed reduction campaign slogan to THINK! about their safety and the safety of others on the road. Every driver can make a difference, just by slowing down by a few miles per hour and observing speed limits.'

Road Safety Officer Georgina English said: 'The speed visors are usually placed in residential locations for a short period of approximately a week but locations are regularly reviewed to allow for specific targeting. They can also collect data that is used by us to pinpoint any speed-related issues that need to be addressed. We can then work with Devon and Cornwall Constabulary to see how speed limits can best be enforced.'

It is estimated that for each 1mph reduction in average speed, there are 5 per cent fewer crashes.

Driving too fast was a major contributory factor in 1,200 deaths and more than 20,000 serious injuries on built-up roads in the UK last year. Seven out of ten drivers admit to breaking the speed limit regularly.

The statistics are frightening: Nearly ten people die every day on Britain's roads. Speeding is by far the biggest single cause - either driving too fast for the conditions or exceeding the speed limit. Around two-thirds of all accidents, where people are killed or injured, happen on roads where the speed limit is 30mph or less. At 35 mph you are twice as likely to kill someone as you are at 30mph. An average family car travelling at 35mph will need an extra 21 feet (six metres) to stop compared with one travelling at 30mph.

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