Comparison sites falling out of favour

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Only one in three people using comparison websites to find the best deals on travel insurance, credit cards and broadband trusts the results, according to research carried out by Which? Money.

Which? questioned 2,510 members of its online panel during August and September in its survey, and the results will be surprising for many.

Other findings from the survey were that two thirds of those questioned thought that they would only be shown products that make the websites the most money from commission, and that one in four people claimed to have found cheaper deals elsewhere.

12% of those questioned said that they were unhappy with the quotes they found, and even after using the sites half of those questioned said that they then went on to buy the product direct from the provider instead.

This is all worrying news for the most popular comparison sites, including, and, and suggests that consumers are starting to lose trust in them, even though their aim is to help consumers find the best possible deals.

James Daley, the editor of Which? Money, said that using the sites “is clearly not a happy experience for many”. However, the chief executive of, Hayley Parsons, challenged “just how representative the findings can be” because the research was only carried out amongst readers of Which?.

So next time you are buying travel insurance, it’s always best to shop around and check a number of sources rather than just relying on comparison sites to find the best deals.


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#1 Does travel insurance cover extend to being completely marooned in village for 24 hours with no physical means of public or other transport to reach port in time before cruise ship sailed. If so under what classification. Thanks for your help
Posted by D.J. STONE on 12/01/2010 at 20:04
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