Is the end in sight for Comparison Sites?
IPSOS reports “What comparison sites have not so far managed to crack is broadening reach beyond motor and home insurance. According to our Financial Research Survey (FRS), although just over one in four of us visit at least one comparison site per month, with unaided brand awareness of sites extremely high, most switching activity is linked to motor or home insurance.”
“All of which means that while 48% of us say they are likely to use a comparison site in the future, just 38% say that we trust sites, according to the latest results from the FRS. For sites to continue growing in the future, addressing this trust mismatch will be key.”