A SLOW lane for phone-obsessed pedestrians who don't want to look up has been introduced in Manchester.
The two-way system is designed to stop Brits mesmerised by their gadgets from bumping into each other.
Two 247-foot long "mobile safe lanes" are now active in Manchester's Spinningfields area.
The busy areas is home to offices, bars and restaurants, making it a prime spot for distracted pedestrians.
Tens of thousands of people walk through the area every week.
And new research suggests that 75% of Brits are guilty of walking around while using their phones.
The lanes were set up by AO Mobile, a phone retailer launched as a spin-off from AO.com earlier this week.
According to the retailer, 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's 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."
Although the lanes are central, there's still plenty of surrounding space to walk around them.
It's not clear whether the lanes are a permanent fixture or will be removed at a later date.
And there's no word on whether other British cities will get their own "mobile safe lanes".
In any case, this isn't a brand new idea: the Chinese city of Chongqing has had a smartphone-only lane since 2014.
But this is the first time such a tactic has been trialled in the UK.
The phone-obsessed are everywhere: today, Apple fans queued in the cold for 18 hours to buy the new iPhone.
Gadget fans might start gaming on the move now that Apple's 'Netflix for games' Arcade subscription has launched.
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