Digital Health Insurance Shopper

August 2010

While people are turning to the internet for all kinds of research, we wanted to know how it's affecting the health insurance business specifically. In a study with Compete, we found that 36% of individual plan applicants signed up online. We also discovered that 43% used search to find a provider - leading to conversions up to ten points higher than non-searchers.

Online health insurance shoppers are multiplying — and search is the main resource they're using to make decisions. A Compete study found:

  • About 36% of individual plan applicants applied online
  • 43% used search and then converted at a rate up to 10 pts higher than non-searchers
  • Aggregators are capturing non-branded conversions