Slow lanes for texting pedestrians have opened in Manchester in a bid to stop them from bumping into one another.
Two adjacent 247-foot long "mobile safe lanes" have been introduced in the Northern city's Spinningfields area, which is home to offices, bars and restaurants, to illustrate how phone-obsessed society has become.
The busy neighbourhood sees tens of thousands of people each week going through it, making the perfect spot for distracted pedestrians to trial the two-way system.
But don't worry, you won't get slapped with a fine for walking while texting as the lanes are simply a PR stunt to highlight new research by AO Mobile.
The phone retailer found that 75 per cent of Brits are guilty of using their phones as they take a stroll.
The retailer's research revealed that as many as 40% of Brits think authorities should intervene when it comes to walkers distracted by phones.
"We have to be realistic and responsible when it comes to the way society is changing," said AO Managing director Richard Baxendale.
"Our research found Brits being distracted by technology when walking is becoming an issue people want tackled. Our trial slow lane is an important first step that may well be adopted by other cities in the future.
"AO-Mobile is all about making mobile phones simpler and we wanted to highlight that people should pay attention to our new deals and customer service, rather than keeping their head down and missing out."
It is not known yet whether the lanes will become a permanent fixture in Manchester or removed in the coming weeks. It's also not known if the stunt will be rolled out around the rest of the country.
While some may see "slow lanes" as a bizarre idea, the Chinese city of Chongqing has had a smartphone-only lane since 2014.
Featured Image Credit: AO Mobile