Internet ´popular´ among mortgage searchers

People in the UK looking for a mortgage are increasingly turning to the internet to choose which product to go for.

Research carried out by Yorkshire Building Society and yourmortgage.co.uk found that 20 per cent of people are prepared to complete a mortgage application online.

Some 79 per cent claimed they would consider applying for a home loan using the web in the future.

For 60 per cent of people, search engines are the primary way of locating websites detailing mortgage deals, with a quarter going by mortgage advertising and newspapers.

"The size and complexity of the current mortgage market means it is sensible for consumers to use the internet to help find the best deal for their needs," said Pauline McCallion from yourmortgage.co.uk.

"With the range of tools and calculators now available online, those looking for a mortgage can conduct their own research and will often find competitive offers online."

Recent research by Enquiro for Google found that companies that place highly in organic and paid search results have a better chance of fostering brand affinity with customers.