People in the UK are increasingly prepared to look around for the best deal on things like gas and electricity packages, new research suggests.
Data gathered by unbiased.co.uk, a website which promotes the benefits of independent financial advice, found that 24.3 million Britons class themselves as 'bargain spenders' - people who are prepared to search for the cheapest deal.
The study found that people in Scotland and Wales are particularly keen on looking for the best deals on their finances and utilities - 55 per cent of the population in both areas described themselves as bargain hunters.
In contrast people in London and the south-west need more encouragement before they start to hunt for bargains and swap energy providers. The study found that just 47 per cent and 46 per cent of people in the respective areas said they look for cheaper prices when making financial choices.
"Bargain hunting has turned into the nation's favourite hobby and more and more people are proud to shop for the best deal and flaunt it," said David Elms, chief executive of the website.
"It does however leave you to wonder what bargain hunters are doing with the money they save by being a bargain hunter – and while recent research suggests that Britain's propensity to save has shown some improvement over the last year, much more remains to be done."
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