Indeed. We've discussed that ESC document, and some of the rather iffy data it contains, unpteen times. However, the death data is probably roughly right and, as you know, of those 48 deaths due to 'electrical fires', 15 were due to 'articles too close to heat' and 12 due to misuse, with only 21 due to faults - and of those 21 faults, I'd suggest that few, if any, will have been due to appliance flexes catching on fire.Thing is you are roughly twice as likely to die from an electrical fire than from electrocution. Though all the numbers are really small. You are about as likely to die from electrocution as getting dressed in the morning
http://www.esc.org.uk/industry/policies-and-research/statistics/
That's 28 deaths from electrocution and 48 from electrical fires.
I don't really disagree with concept of the point you are making, but with everything to do with electrical safety, there are (remarkably) so few deaths in the UK, due either to electrocution of 'electrical fires', that it's really impossible to determine anything, or make any points on the basis of, deaths. You illustrate that yourself with what you say about the mortality of getting dressed. IIRC, falling out of bed, eating (choking on food) and many other everyday activities are even more common causes of death.
Kind Regards, John