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.

August 2010

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