More people are being killed or seriously injured on Kent's roads, the latest figures reveal.

There was an 11% increase in the number of severe accidents in 2014 compared to the previous year.

In total, 658 people died or suffered serious injuries last year in crashes on the county's roads - not including the Medway Towns or motorways - compared to 594 in 2013.

Of those, 49 were fatalities compared to 48 the previous year.

In total, there were 4,618 crashes resulting in 6,303 casualties, of which 609 were serious.

Poor behaviour by the road user - including driving under the influence of drink or drugs, speeding or using mobile phones at the wheel - contributed to 95% of accidents.

The annual figures, released by the Department for Transport, have prompted Kent County Council highways chiefs to urge road users to take more care.

They attribute the rise to factors including the improving economic climate and a long summer, which has provided more opportunities for travel.

KCC's cabinet member for environment and transport Matthew Balfour said: "While the long-term trend for killed and seriously-injured crashes is downwards, it is concerning that there has been an increase in the number of killed and seriously-injured casualties in the county.

"These crashes have a life-changing impact for those involved and their families.

"Research clearly shows that the vast majority are caused by poor driving or other human factors.

"It is vital, therefore that we all recognise the way we drive, ride or walk plays a big part in helping us or our relatives to avoid becoming a road casualty."

The report shows accidents involving cars shot up by 309, with more 21-year-old drivers and 18-year-old passengers suffering serious injuries than any other age group.

There was also an increase in crashes involving motorbikes, from 547 in 2013 to 601 in 2014 with a peak in injured teenage riders on bikes with small engines.

Crashes involving goods vehicles bucked the national trend, with serious crashes dropping from 20 to 18 last year.

Accidents involving pedestrians rose by 20 in 2014, with children making up the highest percentage of people hit by vehicles.

Meanwhile collisions involving cyclists also rose, from 441 in 2013 to 480 in 2014.

"These crashes have a life-changing impact for those involved and their families. Research clearly shows that the vast majority are caused by poor driving or other human factors" - Matthew Balfour, KCC

The report reveals the majority of crashes happen on a-roads in built up areas, but the number of serious accidents in non-built up areas has risen year-on-year since 2012.

With the exception of Dover and Ashford, the number of accidents in all districts in Kent increased in 2014.

Nationwide, the number of serious crashes also rose, going from 23,370 in 2013 to 24,582 last year.

The county council runs a number of initiatives to improve road safety, including the One Road For All campaign launched last month to encourage people to be more patient and understanding of others.

KCC's road safety team leader Steve Horton said: "On the road, one mistake or a moment's inattention can have tragic consequences, and human error is a factor in 95% of crashes.

"Too many people are involved in crashes on Kent's roads and our One Road For All campaign aims to show how we can all help reduce that number by being more patient, being more alert to other road users and by sharing the road safely."

Chief Inspector Matt Kendall from Kent's roads policing unit said: "Whilst we are concerned with the recent increase, Kent Police continues to play an active part in supporting casualty reduction initiatives, for example, successfully deploying new technology to target drivers under the influence of drugs.

"Everyone has their part to play regarding public safety on the roads - the vast majority of incidents are caused as a result of poor driving, committing road traffic offences or lack of concentration."

Kent Fire and Rescue Service road safety manager Alexa Kersting-Woods added: "KFRS continues to seek new and innovative ways of engaging with the public about road safety.

"The UK's first dedicated interactive road safety centre, The Road Safety Experience, which will be opened by KFRS in 2016, is designed raise awareness of the dangers on the road and ultimately contribute towards keeping young people in Kent and Medway safer."

Click here to read the full report.

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