According to a new study, Britons are being very stubborn over their financial services and utility expenses when better deals are available.

Most Britons decided not to move to a new health insurance provider in 2009, it was exposed.

Despite the tough economic landscape, 41 per cent of consumers in the survey have not reacted by attempting to seek better deals.

Of all the insurance providers, the study said that car insurance customers were the most active with 22.7% of survey respondents opting to switch providers in the past 12 months.

In addition, 19% were found to have changed their home insurance provider in 2009, while 18.9% secured a new mobile phone tariff.

The business development director at the firm which conducted the survey, explained that the results highlights the value of Britons positioning themselves as new customers wherever possible.

He said: "Our research shows that millions of consumers could still be paying more than they should for things like insurance and energy because they stick with their existing provider without checking out the competition.

"In our experience, the only reward you get for loyalty is a higher price than you'd pay as a new customer, so shop around for the best deals and if your existing provider seems expensive, switch," he said.