Reportage - state of the market: A very British coup

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The UK has forged ahead of the rest of Europe in terms of the extent and pace at which consumers have adopted internet buying - and insurance is no exception.

A recent Accenture survey stated that the internet is fast becoming the "only way" to purchase personal lines cover in the UK, with 63% of consumers buying motor insurance and 45% purchasing home insurance online.

Indeed, it's impossible to watch television without being assaulted by a plethora of price comparison site adverts telling us

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