A recent survey by Fairinvestment.co.uk found that over fifty percent of the driving population make cost the number one priority when shopping for a car insurance policy. Only one-in-five motorists regarded the level of cover as the biggest influence on their eventual decision.

The evidence from the poll is yet another example of cost-costing during the credit crisis, despite the risks involved. In a separate survey last month, it was revealed that around five million British homeowners were putting their possessions at risk by doing without home contents insurance.

“Motorists should be careful choosing their car insurance by price alone,” said James Caldwell of Fairinvestment.co.uk. “The cheapest car insurance is not always the best and there are other aspects to be taken into consideration.”

“I would advise anybody shopping for car insurance to compare deals not just on price but also policy features, some of which may be outlined in the small print.”