On Christmas Day, a man was distracted by an electronic device when he walked right off of a cliff and fell to his death.

According to Bill Bender with San Diego Lifeguards at Sunset Cliffs, “Witnesses stated seeing someone distracted by an electronic device and he just fell over the edge.”

Bender continued, “(He) wasn’t watching where he was walking, he was looking down at the device in his hands.”

Three people rushed to assist the man, though he was declared dead at the scene.

“They acted quickly, they found a way to get down the cliff,” Bender said. “They put themselves at jeopardy… They administered CPR to the person in attempt to save a life.”

The device that distracted the man was reportedly either a cell phone or a camera.

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