The rise of the price comparison website is being driven by over-45s assiduously looking to cut costs across the goods and services they purchase, with six in ten using these sites, according to a study from Birmingham Midshires.

Leading price comparison websites include PriceRunner.co.uk and Kelkoo.co.uk, while uSwitch.com, Moneyfacts.co.uk and Moneysupermarket.com lead the market in financial switching advice.

A massive 74 per cent of over-45s surveyed had used comparison sites to suss out how to cut household bills include utilities, landline phone and broadband, while as many as a third first began using the internet to seek out better deals.

Moreover, the study shows, one in ten older people use so-called ‘gripe sites’ like Reviewcentre.co.uk which enable them to make an informed decision based on others’ experiences.

“The over-45s are clearly switched on in their ability to use the internet for creating and managing wealth,” commented Jason Robinson, director of savings operations at Birmingham Midshires.

Last week, uSwitch.com forecast that 1.4 million people would switch current account over the first six months of 2007.

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