People are prioritising cost when they look for car cover over all other factors, it has emerged.
Savvy British car insurance customers are consistently searching the market for the cheapest deals, a new study suggests.
According to a recent poll, 57 per cent of the customers find the price of a policy the "most important thing" when they look to buy one. By contrast, the level of the cover provided was prioritised by just 19 per cent, while policies offering breakdown cover or a discounted rate for partners interested just two per cent of people each.
Policies offering a no claims discount, moreover, were regarded as the most important by none of the poll respondents: a statistic which pointed to the lack of priority placed on the feature by the general public.
Commenting on the findings, Fairinvestment.co.uk director James Caldwell said that price alone should not lead car insurance customers to make a decision on their cover. "The cheapest car insurance is not always the best and there are other aspects to be taken into consideration," he said.
"I would advise anybody shopping for car insurance to compare deals not just on price but also policy features, some of which may be outlined in the small print."
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