New research has found the price of car insurance is the most important factor when choosing a policy for people in Britain.

According to a survey by the Fairinvestment.co.uk 57, per cent of respondents listed the cost of cover as the major issue, while the level of cover received 19 per cent of the vote.

Breakdown cover, discounted rates for partners, protected no claims bonus and low excesses each won two per cent of votes.

Other factors such as cover while driving other vehicles and a no claims discount proved to be of no importance to motorists as they received no votes.

James Caldwell, director of the site, believes choosing insurance on price alone is not a wise thing to do.

"Motorists should be careful choosing their car insurance by price alone, the cheapest car insurance is not always the best and there are other aspects to be taken into consideration," he said.

The Fair Investment Company has an average of 400,000 users and is regulated by the Financial Services Authority.

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