People are trusting the internet more than ever when making online purchases, and the travel industry is leading the way when in comes to buying on the web.

In a recent study from research company, TNS, of 2,000 surveyed 48% of them book their holidays online in the belief that they are receiving a cheaper price than what they could receive through a traditional travel agent.

In another blow to main street travel agents, people are changing their perceptions of service levels with more people saying they don't believe that online agents offer inferior service.

30% of people surveyed said travel information sourced online is more reliable than offline, with 17% disagreeing and 54% didn't know.

The most trusted brands among Online Travel Agentss were Webjet (31%) and Wotif (17%), and Flight Centre was a clear leader in the traditional market with 39%, followed by Harvey World Travel at 12%.

“There is a clear indication that consumers expect online to be cheaper – they expect to share in the savings companies reap from conducting business online,” Carolyn Childs, TNS director of travel and leisure research said.

“While more are happy with the service and reliability of online travel brands than in the past, there are many more yet to be convinced.”