This statistic shows the share of respondents who cited a particular reason or motivation for using a comparison website when investigating a purchase. Saving money is the primary motivating factor, with 71 percent of respondents saying this was a reason for using a comparison website.
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Reasons cited by consumers in the United Kingdom (UK) for the use of comparison websites 2017
(in percentage of total respondents)
Characteristic
Percentage of all respondents
To help save money
71%
To compare a large number of suppliers
54%
Save time searching and comparing deals
48%
Get better idea about prices
46%
Help to find most suitable product/service for needs
37%
Find out which products/services available
28%
Find out which companies offer product/service
24%
Read user reviews/feedback
19%
Find out more information about products/services
16%
Get recommendation on what to choose
14%
Get guidance on how to choose a product/service
5%
0%5%10%15%20%25%30%35%40%45%50%55%60%65%70%75%80%
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Consumers who have shopped around using a comparison site in the last three months
Method of interview
Online survey
Supplementary notes
Question originally asked as " Why did you use [a] comparison site on this occasion?" Base includes consumers who have shopped around using a comparison site in the last three months.
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Competition and Markets Authority. (September 26, 2017). Reasons cited by consumers in the United Kingdom (UK) for the use of comparison websites 2017 (in percentage of total respondents) [Graph]. In Statista. Retrieved June 22, 2025, from https://www.statista.com/statistics/910906/use-of-online-comparison-tools-reasons/
Competition and Markets Authority. "Reasons cited by consumers in the United Kingdom (UK) for the use of comparison websites 2017 (in percentage of total respondents)." Chart. September 26, 2017. Statista. Accessed June 22, 2025. https://www.statista.com/statistics/910906/use-of-online-comparison-tools-reasons/
Competition and Markets Authority. (2017). Reasons cited by consumers in the United Kingdom (UK) for the use of comparison websites 2017 (in percentage of total respondents). Statista. Statista Inc.. Accessed: June 22, 2025. https://www.statista.com/statistics/910906/use-of-online-comparison-tools-reasons/
Competition and Markets Authority. "Reasons Cited by Consumers in The United Kingdom (Uk) for The Use of Comparison Websites 2017 (in Percentage of Total Respondents)." Statista, Statista Inc., 26 Sep 2017, https://www.statista.com/statistics/910906/use-of-online-comparison-tools-reasons/
Competition and Markets Authority, Reasons cited by consumers in the United Kingdom (UK) for the use of comparison websites 2017 (in percentage of total respondents) Statista, https://www.statista.com/statistics/910906/use-of-online-comparison-tools-reasons/ (last visited June 22, 2025)
Reasons cited by consumers in the United Kingdom (UK) for the use of comparison websites 2017 (in percentage of total respondents) [Graph], Competition and Markets Authority, September 26, 2017. [Online]. Available: https://www.statista.com/statistics/910906/use-of-online-comparison-tools-reasons/
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