Internal research from a series of aggregators such as comparethemarket.com concluded that all car insurance purchases made through comparison sites are stimulated more by personal circumstances than the cheapest price.

In terms of cheap car insurance deals it was revealed that 45% of aggregators customers did not buy insurance that was considered to be the cheapest. Instead features such as warranties, courtesy cars and no claims bonus protection were said to be key features when making any final decisions.

Widely used aggregators were considered to be a useful starting point for future investments, but customers were keen to ensure they were covered for their personal circumstances. Recent findings by GfK Nop’s UK-wide survey that questioned 60,000 consumers revealed there was a 5% increase since 2002 in feature based purchases in 2007.

Customers revealed that the prices on many sites were often influenced by higher excesses elsewhere within the policies leaving them with less cover then they actually required, making initial insurance savings less cost effective.