Poorly designed or difficult to navigate web sites have been blamed as the biggest obstacle to online business growth. New research has put an end to the long accepted theory that security fears were the main barrier.
An October survey of 400 internet shoppers, from online insurance intermediary its4me.co.uk, showed that only 2% of respondents cited security fears as a deterrent to online purchases.
But almost two thirds of those surveyed said they had been annoyed or irritated to the point of "web rage" with excessively slow sites or long complicated purchase procedures.
Almost 90% said this frustration had led them to stop their purchase and shop elsewhere.
Its4me.co.uk said car insurance was ideally suited for the online environment but warned that to reap the full potential, insurers had to improve online customer service. A competitor was only a mouse click away, its4me.co.uk said.
Its4me.co.uk chairman Patrick Smith said: "This is a wake up call to the industry. Our survey found that over 70% of online shoppers would consider using the internet for car insurance quotes or purchases, so the opportunities are there for the taking.
"But businesses need to get back to basics by focusing on delivering quality customer service, as an estimated 75% of potential online revenue is currently clicking off."
