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Consumers suspicious of price comparison sites

A survey by Which? has found that the majority of people it surveyed are suspicious of comparison sites.

It interviewed 1,703 Which? Connect online community members in August 2010 about their usage and attitudes towards comparison sites.

It asked them whether they purchased a product via the site or bought directly from the provider.

It says consumers believed that they only include products that will make the comparison site the most commission rather than delivering the best price for the customer.

Only 21% trust the sites to find the best price available. Despite this, almost four fifths said they wouldn’t be put off using a comparison website – even if they have had a bad experience.

Almost three quarters of under 45s stated that price was their main reason for making their selection when on a comparison site.

Peter Vicary Smith, chief executive of Which?, says: “Comparison websites are part and parcel of renewing insurance or finding new financial products so they really need to do a better job at keeping their customers happy.”

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  • Huey Jones 24th December 2010 at 4:59 am

    I do welcome which’s comments. However several weeks ago they announced they would be venturing into the mortgage advice arena. Now this is exactly what some advisors where concerned about… How can which remain unbiased or independent this could highlight which for attack from companies online. Please don’t assinate these comments it’s an observation what which haven’t commented on either is the lack of data protection within these online companies cross selling your information and I know this happens as I tested it my self added details told them I did not want my details passing on. Within 10 minutes of accepting a car insurance quotation the competing 2 nd best provider had text me luring me to cancel and ring direct!! Very bizzare I feel people have used it to confirm things and people trusted gbebibternet more than human advisors. Hopefully the tides have turned from buying counterfeit goods online (you don’t know they are until they arrive) from poor insurance deals which don’t pay being mainly down to the customers lack of knowledge. Good for which but bad timing I would say now you don’t look so impartial? Food for thought.

  • Pot Kettle Black 23rd December 2010 at 7:08 pm

    Are Which not a comparison site too? – now trying to muscle in on mortgage selling too.

    Always poking their noses in and complaining – think they should be renamed WHINGE!

  • Lee Chester 23rd December 2010 at 5:09 pm

    don’t be so naive, does nobody see the coincidence with this story and the launch of Which?’s mortgage advice service?

    Wake up.

  • Steve Wentworth 23rd December 2010 at 4:54 pm

    We all need to relay these findings to all clients we speak to, it’s time for the wheels to turn back in favour of the independent advice service.

  • Robin 23rd December 2010 at 11:49 am

    At last the public has seen through ‘comparison sites’ as the parasitic money-grabbers they are. My faith in the public has just returned.