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During the past three years, use of the internet by consumers has exploded as broadband penetration has soared. Research by the Internet Advertising Bureau shows that almost 30 million adults were using the internet in the UK at the end of 2006, with almost 20 million people buying something online in the past six months.

In addition, the internet has become increasingly important as a distribution channel in the insurance industry. In fact, Datamonitor estimates that sales of motor insurance via