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Where have all the brain cells gone?  I mean, how many times do you have to run into a light post before you make a mental note to pay better attention while walking or to stop text messaging while walking?  Are pads really necessary?

Padded Lampposts Tested in London to Prevent Cell Phone Texting Injuries

People who have been injured while walking and texting on their cell phones may be in luck.

A London street is experimenting with padded lampposts to protect those not paying attention from banging into them, ITN reports.

A study conducted by 118 118, a phone directory service, found that one in 10 people has been hurt while focusing on their cell phone instead of where they were walking, ITN reports.

The test lampposts will be given a trial run in London’s East End on Brick Lane. If the trial is successful it will be rolled out in Birmingham, Manchester and Liverpool.

The survey found that almost two thirds of respondents lost peripheral vision while texting, and more than a quarter wanted lines on the pavement to create routes for texters to walk while using their phones.

The study claims that 68,000 people were injured in the U.K. last year while chatting or texting on their cell phone, Infomatics reports.

118 118 will provide the padding, and in return will be allowed to advertise on them.