roadkill research

Roadkill reality: One in five motorists admit to hitting an animal while driving

  • Rabbits are the animals most frequently struck by vehicles (21%)
  • 1% of drivers say they've even hit a cow
  • over a quarter of motorists (26%) didn’t stop after hitting an anima;

New research from comparison experts Go.Compare has found that 20% of motorists have hit an animal while driving, as we approach World Animal Road Accident Awareness Day.*

According to the survey, the animals with the worst traffic sense are rabbits (hit by 21% of those who have hit an animal), followed by pigeons (20%) and cats (17%). And surprisingly, 3% said that they’d run over a snake, while 1% had the great misfortune to collide with a cow.

Position

Type of animal

Hit/run over by % motorists who have ever hit an animal

1

Rabbit

21%

2

Pigeon

20%

3

Cat

17%

4

Pheasant

17%

5

Deer

15%

6

Dog

11%

7

Squirrel

10%

8

Badger

9%

9

Fox

7%

10

Rat

7%

 

The research also revealed a relatively even split between incidents occurring during the day and at night. 43% of reported having been involved in an accident with an animal in broad daylight, while a slightly higher 45% said the incident took place at night, in dark conditions. 28% said they had hit an animal in low light conditions.

Of those who have hit an animal, over a quarter (26%) said they didn’t stop and carried on with their journey. However, 35% said they stopped and got out of the car, 25% cleared the animal out of the road, and 27% checked their vehicle for any damage.

Only just over one in ten (14%) reported the incident to the police, and 11% took photos.

When it comes to how motorists feel after hitting an animal, nearly two in five (39%) said they were shaken by the incident, while 4% suffered a physical injury. 16% of people reported that they have started driving more cautiously or slowly since the collision, while 14% have educated themselves more about what they’re supposed to do if they hit an animal while driving.

As for their cars, 18% of people sustained damage to their vehicle, while 10% ended up claiming on their car insurance.

Tom Banks, Go.Compare car insurance expert said:  “If you hit an animal while you’re driving, it can be difficult to know what to do – if you hit sheep, horses, cattle, donkeys, mules, pigs and dogs then you must report the collision to the police, as required by law. 

“But there are others, like badgers, cats and snakes which you don’t need to report to the police,  but you should report injured animals to the RSPCA, or notify the local council if the road is obstructed – even if it isn’t you who has hit the animal.  

“And if your vehicle does have damage then let your insurer know, even if you don’t intend to make a claim. Most policies require you to report any accident, incident, theft or loss and failing to do so could invalidate your cover.  Although some drivers worry about higher premiums, disclosure actually protects you - if hidden damage from hitting an animal shows up later, your insurer can refuse to pay out if the incident wasn’t reported. It’s about covering yourself and complying with the policy documents.

“We’ve put together a short guide on what to do if you do hit an animal:

  • Stop and park in a safe place with your hazard lights on
  • Stay out of the road - your safety is paramount
  • Inform the police if necessary or if the road is obstructed
  • Call an ambulance if people were hurt in the accident
  • Call the RSPCA if the animal is hurt
  • Avoid approaching the animal as it might be injured and dangerous
  • Take photos of any damage caused for evidence
  • Provide your insurance details to witnesses
  • Contact your insurer to report the incident even if you don’t intend to claim.”

For more information about traffic accidents involving animals go to: https://www.gocompare.com/motoring/traffic-accidents-involving-animals/

Contact Information

Rubie Barker

rubie@fdcomms.co.uk

Notes to editors

Notes to editor:

*The research was conducted by Censuswide, among a sample of 2,000 UK Nationally Representative Consumers. 1528 respondents said they have a driving licence and drive a vehicle (referred to as ‘motorists’), 306 said they have hit/run over an animal while driving. The data was collected between 09.07.2025 - 11.07.2025. Censuswide abides by and employs members of the Market Research Society and follows the MRS code of conduct and ESOMAR principles. Censuswide is also a member of the British Polling Council. 

For further information please contact:

email knock.knock@fdcomms.co.uk 

Keep up-to-date with Go.Compare on X (Twitter); @GoCompare

About Go.Compare

Go.Compare is a comparison website that enables people to compare the costs and features of a wide variety of insurance policies, financial products and energy tariffs.

It does not charge people to use its services and does not accept advertising or sponsored listings, so all product comparisons are unbiased. Go.Compare makes its money through fees paid by the providers of products that appear on its various comparison services when a customer buys through the site.

When it launched in 2006, it was the first comparison site to focus on displaying policy details rather than just listing prices, with the aim of helping people to make better-informed decisions when buying their insurance. It is this approach to comparing products that secured the company an invitation to join the British Insurance Brokers’ Association (BIBA) in 2008, and it is still the only comparison site to be a member of this organisation.

Go.Compare has remained dedicated to helping people choose the most appropriate products rather than just the cheapest and works with Defaqto, the independent financial researcher, to integrate additional policy information into a number of its insurance comparison services. This allows people to compare up to an extra 30 features of cover.

Go.Compare is part of Future Plc and is authorised and regulated by the Financial Conduct Authority (FCA).

More information can be found here www.gocompare.com or here https://www.futureplc.com/brands/.