British motorists are a loyal bunch when it comes to insurance, according to new research.

A survey commissioned by TescoCompare.com, the price comparison website, revealed that two in ten drivers had been with the same insurer for more than five years.

That equates to 7.8 million people who have stuck with the same firm, despite advice from experts that shopping around is the best way to get a good deal.

It seems that price is not the biggest motivator and that loyal customers give more credence to the level of cover and service they receive.

"This research suggests that if a car insurer wants the loyal customer that doesn't switch they need to concentrate on the cover their policy provides and how they communicate it to the policyholder," said Paul Baxter, director of commercial and partnerships at Tesco Compare.com.

"Initiatives such as money back schemes and 'free months won't be as effective in keeping customers happy as good levels of the right cover that is understood by the customer."

It is now common for motorists to use internet search tools when looking for a new insurance quote.

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