Survey finds increasing loyalty to aggregator sites
A survey by consultants EMB has found that around a third of people buying car insurance now choose an aggregator site to visit based on one they have used before, up from 26% in February.
Loyalty to a particular site is highest among the 18-34 age group and only 3% of car insurance buyers claim to have not visited a comparison site in the last 12 months.
Confused.com remained the most popular site with consumers, 63% of people surveyed claiming to have visited it in the previous 12 months. Comparethemarket has moved into second place with 62%, an increase of 9% over the past year.
Ian Liddicoat, managing director of EMB Marketing Sciences, noted: "Usage patterns for comparison
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