London-based drivers are wasting thousands on car insurance because they're unlikely to invest time searching for a better deal, according to the latest research.
The latest study by MoneySupermarket.com was commissioned after Consumer Intelligence showed that 25 per cent of Britons could save money on their car insurance by doing a little online competitor research.
And, incredibly, MoneySupermarket.com's latest investigation shows that people living in the capital are the least likely to search for cheaper car insurance quotes, instead choosing to automatically renew their existing insurance policies with their current provider.
Only 58 per cent of motorists will look for a cheaper provider when it comes to renewing their car insurance - amazing when considering other costs associated with living in the area, such as the Congestion Charge.
People in the north-east are also losing out, with 64 per cent of motorists looking for cheaper quotes online. Next is Scotland with 69 per cent of drivers looking for cheaper quotes.
Wales, Yorkshire and Humberside and people in the north-west were both joint top of the survey, with 77 per cent of residents most likely to make savings by looking for a cheaper provider.
The average savings potential for people searching for a new car insurance provider is £375 a year.
MoneySupermarket.com has highlighted what those savings could buy, including:
10 two-day tickets to Longleat Safari Park at £37.50 each
9 iPod Shuffles, costing £40 each
8 journeys to France via the Eurotunnel at £44 each
7 quad bike experience sessions at £48 each
6 Silver Top Gear Live tickets at £62 each plus booking fee
5 magnums of champagne at approximately £70 each
4 personalised DVLA number plates at £80 each
3 portable DVD players at £125 each
2 F1 British Grand Prix 2012 passes at £177.21 each
1 Track Day: Ultimate Supercar Driving Experience for £349
More worryingly though was the number of people that admitted to trying to lower their insurance premiums illegally by providing false information, with 23 per cent admitting they didn't know practices such as 'fronting' were against the law.
13 per cent of males and 11 per cent of female drivers, for example, have admitted to taking out an insurance policy in their own name for their child's car. 17 per cent and 13 per cent of male and female motorists respectively said they would consider it to save money.
Fortunately 45 per cent of women said they wouldn't consider fronting due to the potential risk of an insurance company refusing to pay if they were caught. 37 per cent of males agreed.
In the worst case scenario an insurance provider would be within its rights to refuse to pay up if they uncovered a case of fronting. Should that happen then it would be virtually impossible securing future cover from another policy provider.
MoneySupermarket.com estimates that, overall, a quarter of British motorists aren't saving money on their car insurance because they're reluctant to shop for new deals online when it's time for renewal.