Providers such as Tesco Home Insurance – which is running the 35 per cent online discount deal – and Churchill, offering 30 per cent off for buying online, are targeting customers with cheap online deals.

But customers may need to look hard to find the right deal – although the average discount among insurers offering deals for buying online is 13.7 per cent, only 18 per cent of all insurers offer money-off for purchase over the internet.

Moreover, targeting the cheapest deal may not be the best policy, stresses MoneyExpert.com’s chief executive Sean Gardner: “The biggest test of an insurance policy is always when it comes to make a claim,” he stressed.

Providers may be hoping to boost the home contents market after a survey from the British Insurance Brokers’ Association and American Express last month warned that five million people in the UK did not have home contents insurance cover at all.

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