Gocompare car insurance proves most popular with UK motorists

I run a little website called Car Insurance UK Supermarket that lists UK car insurance companies, with a little information about each of them, to help people decide which insurance to buy. I have recently added a link to the gocompare site and so far no-one is choosing anything else. Good for gocompare, less good for me for those that know about commissions. It does prove one thing, though, which is that price comparison sites are popular and people are much more influenced by price than the exact nature of the cover they are buying. Many brand-name insurers spend a fortune on pointing out special features of their policies in their advertising campaigns. It is clear that this investment is largely wasted if they do not compete on price.