Motorists are being urged to slow down on rural roads after one in three drivers admitted driving too fast.
Some 33% of drivers admit driving too fast for safety on country roads, by speeding, taking bends fast or overtaking, reveal results from road safety charity Brake.
Four in 10 (37%) have had a near-miss on a rural roads, while driving, walking or cycling.
Since there is less traffic on country roads, some drivers feel a false sense of security and are prone to take risks like speeding, overtaking, and not slowing down for brows and bends. In fact, rural roads are the most dangerous for all types of road user per mile travelled.
Car occupants are almost twice as likely to be killed on a country road than an urban road, motorcyclists more than twice as likely, and cyclists more than three times as likely.
Country roads are also the most dangerous type of road in relation to traffic volume, accounting for 60% of all road deaths:
In 2013, 895 people were killed on non-built up roads, up 1% on 2012, and 6,554 seriously injured, compared to 718 killed on built-up roads and 100 killed on motorways.