The death of a man in the US has prompted warnings here tonight about the use of cellphones and their cameras.
It's believed 33-year-old Joshua Burwell became distracted using his device and fell off a cliff onto rocks.
In these days of smartphone technology, it's hard not to get too immersed in the digital world. Mr Burwell did just that, and fell 12 metres to his death off a California cliff on Christmas Day. Investigators believe he may've been trying to take a picture of the sunset.
It's a tragic example of a growing problem. Security footage from a US mall captured another woman fall into a fountain while she was looking at her phone. There are plenty of videos available online.
Back here on Kiwi shores, distracted walkers also seem to dominate the streets of central Auckland.
Anthony Barrows admits he is one of them.
"I have run into a few tree branches around the city, a combination of being distracted by my phone and low hanging branches you don't think to look for until it's too late."
Amy Rees also admitted getting caught off guard, while her eyes were locked onto her cellphone.
"I was texting on my phone when I finished school a couple of years ago and I ran straight into a pole, and knocked myself out."
Figures released by ACC show there have been more than 1000 cellphone- and camera-related claims between 2013 and September this year.
Collectively they cost the tax payer more than $900,000.
ACC says while many claims are lodged with the agency, it believes a large number may still go unreported. It also believes mobiles aren't the only culprit, and says headphones are another distraction.
Mr Burwell's death is a timely reminder not to let your screen take over your life.
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