Uncertainty and a large number of options have been highlighted in case studies as a survey by Topcashback shows the majority of consumers are still failing to take out life insurance.
Around two thirds of people do not have life insurance cover as many were prioritising motor and holiday insurance, the research found.
Half of UK parents are uninsured, and men were found to be more likely to have life insurance overall than women, although in the South East, Scotland and the North West more women than men had life insurance.
The North West had the most residents with life insurance, with around half the population having a policy, of those who did not have life insurance half said it was because it hadn't crossed their mind or was too expensive.
The majority of people take out life insurance between the ages of 21 and 30 although in the South West this was true of only a third.
Two of those surveyed were asked more in depth questions to provide case studies into how the uninsured feel about the market.
The first, Denise, is 52 in full time employment with a home insurance policy.
She said she did not have life insurance as she was single and without dependents.
She said: "I don't visit financial advisors on a regular basis, but I have recently consulted with one over email and I'm looking to book a future appointment. I'm aware that I need to go, but I know it's going to cost a lot and therefore I need to feel financially prepared before the visit."
Denise added: "I don't have any dependents, so I'm very interested in both income protection and critical illness cover as life insurance and assurance do not fully appeal to my needs."
When asked what is her main source of insurance information she answered: "I mainly use the internet."
When asked if life insurance discussed when they purchased their home or other insurance policies she replied: "As I don't have any dependent, critical illness cover was suggested to me when I bought my house on an endowment mortgage. That policy ran out four years ago, which is why I'm now seeking critical illness cover again."
The second, Teresa, is 57, employed and has home insurance which she renewed in August, her reason for not having life insurance was not being sure of where to purchase it from and having too much choice.
She said: "I used a financial advice service a couple of years ago just to help with assessing my budgeting."
When asked if she was aware of income protection and critical illness cover Teresa said: "I am aware of income protection cover and out of the two would prefer to take out that one. I would need to do in depth research on critical illness cover as there are lots of conditions to it."
She added: "My main source of insurance information is the internet, anything that I find whilst browsing Google. I also ask friends and work colleagues as it's always best to be recommended an insurer by someone you know, than to be convinced by say a TV advert."
When asked if life insurance was discussed when she purchased her home insurance she replied: "It was discussed when I was taking out my home insurance and to be honest I found it quite annoying. You could tell they were just upselling and if you're looking for life insurance why would you do it with your home insurance. That's the sort of cover you want to take out separately after you've given it some thought, not because of a sales upsell."
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