Customers unimpressed with comparison sitesSatisfaction with price comparison sites is low

27 March 2012

Home insurance policy

Use comparison websites carefully to ensure you get the right deals

Price comparison sites are failing to impress, new Which? research shows. None of the 11 top sites we scrutinised attained an overall customer score of more than 44%.

Price comparison site achieved the top score for customer satisfaction, with 44%, while got 43%. At the other end of the scale, scored a woeful 30%, with customers particularly unimpressed with the transparency of results, quotes provided and the range of options on offer. The results coincide with a Which? investigation into price comparison sites that revealed too many providers are failing to offer products that suit customer requirements.

Lower scores than last year

The comparison sites' shaky results reveal a worrying trend, with the average satisfaction score falling 4% from 46% to 42% since last year's survey. Key issues contributing to the low scores include the liberal use of assumptions - that can add to the premium quoted for car or home insurance, or even invalidate a policy - and pre-selected default voluntary excesses (the amount the policyholder would pay up-front in the event of a claim). 

Which? money expert Dan Moore said: 'Price comparison sites have a major role to play in providing consumers with a range of financial products. However, if they are to really win over the public, they should ensure that they are transparent and do not lead customers to buy a product that has elements they don't need or want, or include assumptions that could cause problems in the event of a claim.'

Price comparison sites rated

The table shows how Which? members rated 11 price comparison sites. As well as giving their overall verdict, each site was rated on five criteria: ease of use, range of options available, number of quotes provided and transparency of results.

Price comparison sites rated by Which? members
 Clarity of informationEase of usesRange of optionsQuotes providedTransparency of resultsCustomer score


Footnotes: Sample sizes for customer satisfaction data: Moneyfacts (223); Moneysupermarket (1,974); Moneyexpert (586); Beatthatquote (38); Uswitch (417); Confused (1,098), Comparethemarket (1,301); Tescocompare (191); Lovemoney (36); Moneyextra (66). Quotezone not included as sample size was too small. Based on a survey of 9,197 members of the Which? online panel in January 2012. Source: Which? Money 

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