Trust more important than price when choosing insurer

In a survey of 2,200 UK consumers carried out by digital marketing agency Gravytrain, 35% of respondents said they always choose to buy from insurance brands that they recognise and trust.

Just 20% said that they would choose the insurer offering the lowest quote.

However, the results varied greatly across different age groups, with 31% of the 18-24 age group stating that price was the determining factor compared with 10% of the 45-54 age group.

A low quote was found to be most attractive to

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