LONDON, Dec. 9, 2010 /PRNewswire/ -- Wigan is Britain's savviest town when it comes to buying insurance online according to a new poll from price comparison website comparethemarket.com. The Lancashire town topped the Savviest Town Index with a rating of 133.72, showing that its citizens lead the country in terms of getting the best insurance deals.
The Index was created by comparethemarket.com by comparing the number of insurance quotes it provides with the population figures to produce an overall "Savviness Rating" for towns across England and Wales.
Northerners came out as the savviest overall with nine towns in the top ten. Only the Welsh City of Swansea (number three, with a "savviness rating" of 124.27) broke the northern stranglehold. But Yorkshire's reputation for financial prudence was dealt a blow with just one town (Huddersfield, 113.40) ranked in the top ten compared with six – Wigan, Bolton, Oldham, Manchester and Blackburn from the other side of the Pennines. Sunderland and Middlesbrough completed the top ten.
- Wigan (133.72)
- Bolton (129.92)
- Swansea (124.27)
- Oldham (117.46)
- Middlesbrough (117.15)
- Sunderland (116.74)
- Warrington (113.96)
- Huddersfield (113.40)
- Manchester (113.21)
- Blackburn (111.76)
Peterborough, hometown to www.comparethemarket.com was the Savviest Town in the south, rated 11th (111.09). The index was developed by comparethemarket.com based on quotes provided to customers on car insurance, home insurance, life insurance and commercial vehicle insurance.
"We were interested to find out more about how our customers were distributed across the country," said Kal Atwal, Managing Director of comparethemarket.com. "Although towns and cities in the northwest featured heavily in the top ten it is clear that use of price comparison for insurance is now widespread right across the UK.
"Just a few years ago, the idea of using the internet to compare quotes and select the best product was simply that: an idea. Now it is the main route for consumers searching for the right product and price for them. Price comparison websites have redefined the way people buy insurance products."
comparethemarket.com currently provides around two million quotes per month on van, bike, home, life and car insurance quotes as well as other financial products including loans, credit cards and mortgages plus utilities.