British consumers wary of price comparison websites

More and more consumers are turning away from shopping comparison websites as they become aware that many are not as impartial as they first appear.

by Helen Leggatt

British consumers are becoming increasingly cynical of price comparison websites, found Quidco’s 2007 Online Shopping Report. A major concern is that price comparison websites are favoring their highest paying clients and presenting consumers with biased and selective results.

Quidco’s report found that one in three British consumers had already stopped using price comparison websites and nearly 50 percent more said they would cease to use them if they were found to be biased or selective. Slowly, the perception of such sites having the consumer’s best interests at heart is waning.

Ultimately, every consumer is being swayed by selective advertising. Television, radio, supermarket product placements and even online ads command a premium for reach and prime spots. The Internet, however, has always been perceived as the consumer’s champion. The reality is somewhat different.

Tags: price comparison, Quidco

Comments (1)

Email to a friend

Print this article

Subscribe to BizReport

Comments

I definately agree, it's a shame that one of the most interesting online shopping ideas has deteriorated to the extent that it has. Retailer bias is something which turned me away from price comparison websites a long time ago. However it's worth noting that some websites seem to be answering the consumer calls of neutrality. I read about a site called Twenga online only last week, which promises to provide no retailer bias. It might be work a look, here's the link for those who are interested: www.twenga.com

Posted by: Carys Richardson on October 23, 2007 16:24