Research finds confusion among consumers about what price comparison sites actually provide
UK consumers are confused about what price comparison websites actually offer and are calling for them to provide clearer information, according to new research.
Research commissioned by insurer Direct Line, whose products are not quoted on price comparison search engines, has found widespread confusion among consumers about what these websites provide, with 41% expecting them to provide quotes from all the major insurers and 35% expecting them to quote all insurers, both big and small.
Direct Line’s research found that only 13% of consumers realise price comparison sites operate just to make a profit with one in five consumers assuming they are just there to provide a service. 93% of those who have used a price comparison website believe they should carry warning statements about their accuracy, as well as explaining that not all possible suppliers are quoted.
Emma Holyer, spokesperson for Direct Line, said: “Consumers are confused about price comparison websites and our research shows many believe they provide an independent, public service designed to ensure consumers get the best deal on their insurance. Unfortunately this is not the case, as these websites are really just on-line middlemen who make money out of commissions on insurance sales, just like a traditional high street broker.
“Direct Line has never and will never sell its products through middlemen, either on-line or via high street brokers and consumers need to be aware that the only place they can get a quote from us is by coming to us direct.
“In order to put an end to confusion amongst consumers, Direct Line is calling on price comparison websites to be more upfront about the service they actually provide.”
