Research conducted by the UK's breakdown recovery firm the Automobile Association has found that over three quarters of UK home and car insurance customers go online to check prices.

According to the Automobile Association (AA), over 75% of customers search the net for information on insurance rates while 40% of new car insurance and one fifth of home cover is conducted online.

The survey also discovered that sales of car insurance over the internet increased by almost two-thirds last year and online home insurance sales by 50%

The average quoted car insurance premium has been falling over the past couple of years, although David Tyers, head of marketing at the AA, was reported as saying that the growth of online cover is causing premiums to remain competitive. The AA added that it has introduced discounts for online customers to combat this problem.