Summary
Nearly three out of 10 European online financial researchers use personal finance comparison sites today. But there isn't a clear-cut price comparison sector in Europe. Instead, there is a jungle of sites in each market, with different consumer propositions, ownership structures, and business models. Low market entry barriers, existing sites looking for partnerships, and the attractive prospects for comparison sites mean Europe's price comparison sector will become more, rather than less, fragmented in the next few years.
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