This App Turns Safe Driving Into a Competitive Sport for South Koreans

The Rise of Safe Driving as a Social Status Symbol

In South Korea, where automotive brands like Hyundai, Kia, and Genesis have long been household names, a new trend is emerging that's redefining what it means to be a good driver. Safe driving is becoming a form of social bragging, with drivers using smartphone map applications to track and showcase their driving performance.

This shift in behavior has led to a noticeable improvement in road safety over the past five years. While cities in the United States, such as New York City, have implemented initiatives like Vision Zero to improve traffic safety, South Korean tech companies are making a significant impact through innovative features in their apps.

One such feature is the "driving score" introduced by Tmap Mobility, a company spun off from SK Telecom's mobility division. This feature, available on the Tmap app, uses the smartphone’s built-in accelerometer to monitor driving behavior, including acceleration, braking, cornering, and speeding. The smoother and more controlled the driving, the higher the score, which can lead to discounts on car insurance or gift cards.

According to data released by Tmap last year, over 19 million drivers participated in the Driving Score program, with more than 10.1 million earning enough points for insurance discounts. Unlike similar programs in the U.S., which are typically offered by insurance companies, Tmap and other South Korean tech giants like Naver and Kakao make this information public, allowing users to compare their scores with others.

Chun Ji-yeon, a senior researcher at the Korea Insurance Research Institute’s mobility center, noted that this system creates a win-win situation for everyone involved. Safer driving reduces accident risk, insurers save on claims, and drivers save money. It's a rare alignment of interests that benefits all parties.

Tmap claims that its efforts have had a measurable impact on road safety. According to internal data, the app has prevented 31,336 traffic accidents between 2018 and 2020. In addition, the South Korean government has taken steps to improve road safety by tightening traffic laws, increasing the number of speed cameras, and implementing stricter drunk driving and school zone speeding regulations.

Seo Beom-kyu, head of the traffic safety division at the Korea Road Traffic Authority, acknowledged that while enforcement and technology remain the primary drivers of change, the private-sector model adds something unique. It rewards good behavior, which government programs often struggle to do at scale.

Government data shows a decline in traffic accidents in South Korea, from 223,552 cases in 2014 to 198,296 in 2023. The number of accidents per 10,000 vehicles dropped from 2.0 to 0.9, and fatalities per 100,000 people fell from 9.4 to 5.0.

While some researchers argue that these services are primarily a marketing strategy for insurance companies and app providers, many users see the value beyond just an insurance discount. For them, it's a way to show off their driving skills on social media.

Incheon-based app user Lee Ji-yeon shared how she posted her perfect 100-score on the Tmap app online, comparing it to a medal. She said it made her think more about her driving, even when no one was watching.

However, not all users are satisfied. Some have found loopholes, such as switching to Naver during heavy traffic to avoid lowering their Tmap score. Seoul-based app user Kim Min-su said this strategy helped him save almost 200,000 won (~$144) on insurance.

The question remains: Could a similar system work in the United States? While there are challenges, including concerns over data privacy and legal scrutiny, Hyun Chul-seung, head of the Traffic AI and Big Data Center at the Korea Road Traffic Authority, believes the public nature of the scores is key to its success. He noted that South Koreans are used to seeing performance compared to others, from school grades to fitness apps and delivery driver ratings.

"This system has found a relatively healthy outlet," he said, highlighting the cultural familiarity with measurable performance.