A survey by cashback website Quidco has found that one in three British consumers have stopped using price comparison sites, with a further 47% put off by ‘biased’ results.

The consumers are reportedly concerned that results on the sites are displayed according to which company pays the most for their listings.

Other findings from the survey, which was conducted by Tickbox.net and polled 1,652 British adults in June and July this year,

  • One in three shoppers go directly to specific websites, while the remaining 70% start their online shopping with a search engine, cashback or comparison site.
  • Customers value service more than security - just 23% said security was a concern when shopping online, while just 5% cared whether the site was easy to use. Good customer service was the key for 65% of respondents.

Comparison sites seem to have been coming under greater scrutiny in recent months – some it prompted by Direct Line’s recent TV ad campaign.

Also, as per Ashley’s blog this morning, not all companies are convinced about the ongoing value of comparison site users.

Further reading:

Shopping Comparison sites facing major challenges