TODAY'S fixation with smartphone technology and the danger it poses to pedestrians is being highlighted by Ford as part of a new road safety initiative.

The company commissioned a survey of 10,000 people across Europe and found that more than half of smartphone users admitted to using their devices when crossing the road.

Those aged 18-24 years old were the most likely to have used mobile devices or phones in a potentially hazardous situation with 86 per cent saying they did.

Sixty eight per cent admitted talking on the phone, while 62 per cent said they regularly listened to music, texted (34 per cent) or had an accident or near miss (22 per cent), while crossing the street.

Ford is highlighting the risks posed by distracted pedestrians as part of its Driving Skills for Life programme which gives novice drivers an insight into everyday road safety issues.

Jim Graham, Ford's manager for the scheme, said: "It's one thing to walk along the pavement with headphones on listening to music, but stepping into a road while texting, playing a game or browsing online is extremely dangerous."

The training programme was launched by Ford in Europe in 2013 having been introduced in the United States 11 years ago and more than half a million young drivers have taken part.

The scheme also gives an insight into the dangers of using social media while driving and teaches about the risks of drink driving.

Ford in the UK is staging its next DSFL session at London's ExCeL exhibition centre from November 20 to 22 just ahead of National Road Safety week.

Data obtained by the Institute of Advanced Motorists (IAM), Britain's biggest independent road safety charity, has revealed that 23 per cent of vehicle accidents involving a pedestrian injury in the UK in 2013 occurred in circumstances where the pedestrian failed to look properly, was careless or reckless, or in a hurry.

"Pedestrian fatalities are rising faster than any other group right now so it is vital that drivers are more sympathetic and aware of pedestrians when they make their journeys," said Sarah Sillars, chief executive officer, IAM.

"There is no need to blame any party when it comes to how to reduce the numbers of people killed and injured on our roads - all road users need to look out for each other and ensure we minimise the impact of our own and others' unpredictable behaviour."

Ford has recently introduced advanced pedestrian detection systems on its new Galaxy, Mondeo and S-MAX models which can automatically apply the brakes if the driver fails to spot danger ahead.