The insurance industry is one of the worst ecommerce service providers, reveals a survey by new online insurance intermediary, Its4me.

The intermediary's findings show that most brands fail to inspire loyalty among consumers.

The independent survey was conducted using a series of enquiries, emailed to large insurers including Direct Line, Eagle Star Direct, Screentrade, Admiral, Inspop and NU Direct.

Response times varied from 11.6 hours to the slowest, which took 45.6 hours.

And two of the participants failed to answer any of the queries sent at all.

International brand strategist Dr Paul Temporal said that 50% of online insurance players were at risk of going out of business.

“They can be extremely unreliable and often demonstrate poor service quality and an indifferent attitude to the consumer,” he said.