In late 2008 it was estimated that Cashback Sites had an aggregate membership of 2.5 million not all active of course. Savvy cashback users typically researched the best price then returned to their cashback site to see if they could earn their cashback. If they are members of several cashback sites then they would choose the site with best offer.

Cashback is most often used for home and car insurance where cashback might be up to £80. In general the public are far more aware of price comparison sites than cashback sites due to the extensive TV advertising.

Savvy users once again use the price comparison sites to find the best price and then make their purchase via their cashback sites. Research suggest that one in two UK adults is aware of the existence of Cashback sites, with nearly 2.5 million having made online purchases of goods or services in this way.

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My own personal experience is that many people are skeptical about Cashback when I explain to friends that for just by making a few extra clicks they earn save on nearly all their online purchases I just see a glazed look come over their faces.