Analyst at Datamonitor, Andrew Haslip, said it had become common behaviour among British people, whether they were looking for car, home or travel isurance."In fact when looking at car insurance, 64 per cent of us said we were shopping around for the cheapest deal, compared to 46 per cent in the next nearest market, Italy," he revealed.Sweden took the next spot, with 44 per cent, then Australia with 42 per cent, 36 per cent in Canada and Germany and only 32 per cent in the US.Mr Haslip said it showed the UK's love affair with price comparison websites. He continued, "Brands such as Churchill have identified that consumers are trusting friends, family and online recommendations more and as a result have used social media, in addition to traditional advertising, to build their brand presence among more than just insurance purchasers."He said increasing numbers of social media points of contact – links to YouTube, Twitter, Facebook and iPhone apps – meant that people were constantly being presented with quick and hassle-free ways of exploring their options.