Study: Consumer Interest Grows in Online Health Insurance Offerings

Norvax, a provider of online health insurance technology, recently conducted an analysis of nearly half a million people who requested quotes or insurance information. The study indicated a growing interest among consumers in retrieving health insurance information via the Internet, the company said.

The results of the study showed that women in their 20s and 30s are leading the trend of buying individual health insurance coverage online. Although 20 percent of online shoppers are currently insured, they are shopping for better options or preparing for the loss of their current plan, Norvax found. Fifty-three percent of the study group was between 20-49, yet women in their 20s accounted for a third of all women in the study.

More than 43 percent of the shoppers lived in the South. "The clear and emerging trend is toward online purchasing with three major segments dominating the market: women, seniors, and the individuals with health issues," said Norvax President and CTO Brandon Cruz. At this point consumers are mainly seeking information, rather than completing their purchase online, he added.

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