San Diego Lifeguards said the victim, identified as a man in his 30s, went to Sunset Cliffs in a car with a passenger and had trouble finding parking at the popular ocean viewing site in the 900 block of Sunset Cliffs Boulevard.
The victim left his vehicle to find a parking spot. Witnesses said he was looking down at an electronic device, either a phone or a camera, when he fell.
After the victim fell, witnesses said three people climbed down the cliff to help him. They unsuccessfully performed CPR on the fallen man at the bottom of the cliff. The man was pronounced dead at the scene by paramedics.
``Just like driving and using your cellphone, you don't want to be walking and using you cell phone,'' said San Diego Lifeguard Sgt. Bill Bender following the incident. ``You don't want to be distracted by anything when you're in an area where you can be put at risk.''