The use of aggregators is rising, with a UK survey revealing 40% of general insurance buyers have used a comparison site in the past 12 months.

The report by financial advisory firm Deloitte also finds that 32% of consumers are more likely to use an aggregator now than they were a year ago.

Of those who purchased insurance via an aggregator, 72% bought motor insurance, compared with 44% who purchased contents insurance and 35% who purchased building insurance.

The survey results also show more consumers used comparison sites to search for the best deal than they did to purchase insurance, representing further sales potential.

Deloitte insurance partner Stephen Ross says the results show that aggregators have become a significant force in UK personal lines insurance, presenting a range of challenges for insurers.

“At a time where insurers are suffering in a soft market with low investment returns and increased bodily injury claims costs, the ongoing challenge for insurers is generating the premium increases to achieve acceptable returns,” he said.

“Aggregators focus on price transparency, which means that insurers must look to differentiate themselves on issues other than price.”