Safe Walk: A Serious Game for Exploring Environmental Distractions Affecting Pedestrian Safety

Abstract

Understanding the impact of distracting factors on pedestrian safety is crucial for reducing accidents. This study investigates how urban video advertisements influence pedestrian behavior amidst competing visual stimuli. We employed a true experimental design, utilizing eye-tracking technology within a simulated environment to assess participants' visual behavior in the presence of video advertisements. Participants were randomly assigned to one of three scenarios, and we compared attention direction using both an eye-tracker and a virtual reality headset. The eye-tracking data captured from a two-dimensional screen was translated into three-dimensional coordinates for accurate representation in the VR environment. Our findings reveal a significant preference for monitoring vehicular traffic over video advertisements, confirming that participants prioritize safe navigation over engaging with distractions. This research advances the state of the art by demonstrating the reliability of eye-tracking in capturing attentional focus and highlighting the effectiveness of simulated environments for studying pedestrian behavior. The results have important implications for urban planning and safety measures, emphasizing the need to consider environmental distractions in the design of urban spaces