The number of Western Bay drivers busted for using their mobile phone while driving has more than tripled in the past six years.
The latest police data revealed that 689 people were caught using their cellphone in the Western Bay of Plenty police district during the 12 months to September last year.
That compared to 191 drivers busted between October 31, 2010 and September 30, 2011.
The data comes on back of a survey conducted by the Bay of Plenty Times at the Cameron Rd and 9th Ave roundabout on Monday, during which 11 drivers were spotted using their cellphone in the space of just 30 minutes.
The NZ Transport Agency listed cellphone use as its number one driver distraction and said people texting while behind the wheel were 23 times more likely to be involved in a crash.
Head of Western Bay road policing Senior Sergeant Ian Campion said it was extremely disappointing that drivers were continuing to flout the cellphone use law especially because it was one of the contributing factors in a number of serious injury and fatal crashes in the Western Bay.
Mr Campion said he could not comprehend why anyone would choose to check their emails, answer a call or send a text while driving.
It was sheer luck that more people were not involved in a serious injury or fatal crash, he said.
Terry Molloy, AA Bay of Plenty chairman, said there needed to be stiffer penalties for offenders, including an automatic loss of licence for drivers caught texting.
Caroline Perry, Brake New Zealand's director, said research showed New Zealanders' bad habits were in line with what was happening internationally.
"We want to see bigger fines and more demerit points, that's because ultimately it would lead to people losing their licence and that was more likely to deter offenders."
Associate Transport Minister David Bennett said the Government was concerned about anything which contributed to dangerous driving and accidents on our roads.
That's why the ban on using hand-held cellphones was introduced in 2009, he said.
Mr Bennett said there were no current plans to increase the penalties for cellphone use because police and the courts already had a range of measures depending on the offence severity.
"For example, a warning fine of $80 and 20 demerit points at the lower end, right up to fines of thousands of dollars and prison sentences in the event of serious crashes caused by careless driving," he said
"My simple message to drivers is put the phone down. No text or call is worth the risk of you or someone else not coming home to their loved ones," he said.
Western Bay drivers pinged for using their mobile phones while driving
Year ended September 30, 2016: 689
Year ended September 30, 2015: 550
Year ended September 30, 2014: 365
Year ended September 30, 2013: 326
Year ended September 30, 2012: 356
Year ended September 30, 2011: 191
Source: Police
Results of Bay of Plenty Times' survey
Four drivers talking on a cellphone
Seven other drivers texting
Three drivers not wearing seatbelts
Two fiddling with their car radio
A number of other drivers looking down as they approached the roundabout