Images below show word-clouds of financial data for each calendar trading year, categorised as:  teaching AIDS;  DRINK/food;  financing CAR;  all FUEL;  teaching LESSONS;  car MAINTENANCE;  OFFICE/legal;  PHONE/computer;  software SUPPORT;  training/registration;  franchise/advertising;  wordcloud ART;  and Misc.

What was also clear was an overall lack of familiarity with the test itself: almost half confessed to entering their theory tests with little to no idea of what to expect.  2/5 told very few people they had failed, and 1/20 told no-one.

Camilla Benitz, managing director of the AA Driving School, said: "Failing your theory test shouldn't be a guilty secret that you keep from your friends and family; it is a tough test. But revising, taking mock tests and practising the HPT in advance will help you fly through."

The AA interviewed one theory test candidate for her views. Millie Gaston failed her theory test on the multiple choice section. While she felt she was unlucky with the questions, Millie admitted not preparing herself well enough.  She said: "I wasn't expecting to find it so hard. I didn't tell anyone I was taking it the first time and in a way that made it harder because I didn't talk to anyone about it.  With the hazard perception, I got too click-happy.  All my friends were passing their driving test so there was a lot of chat about it, I think that added to the pressure ... If anyone is struggling to pass, l'd just advise them to revise and practise taking mock tests so they know what to expect in the room. The atmosphere is quite intense so the more prepared you can be the better."

The AA has launched a new theory test app to tackle some of the issues raised in the survey.

In this chart, "KSI" is the industry-standard for serious collisions ("kills and serious injuries").

... as shown by the recent research of one major motor insurance company.