Transport for London (TfL), which carried out the research, also found that many people end up making journeys by car, bus or tube that would have taken a quick ten-minute stroll.
The 32 different types of signs for walking in central London are cited as the cause of the confusion. TfL is now consulting Londoners on the development of a simple, reliable and consistent way-finding system.
It wants to encourage more people to walk for short journeys or as part of longer trips. Feedback will be used to help develop a plan and business case for a new pedestrian signage system for the capital.