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Ten percent of population visited health insurance website in Q4 2009, says comScore

Posted On Tue, February 16, 2010

Health insurance coverage seemed to be on the minds of many during the final months of 2009, as websites that discussed or offered health insurance coverage were visited by approximately one out of every 10 Americans.

According to a recent study conducted by comScore, 23.8 million Americans - or 10 percent of the online population - went to at least one health insurance website during the fourth quarter of 2009.

The findings included visits to both insurer websites, and aggregator destinations.

Aetna was found to be the most popular website, garnering 4.8 million visitors during the quarter. Blue Cross Blue Shield followed with 4.1 million visitors during the time frame. In total, nine separate health insurance websites had at least two million visitors.

"Consumers are increasingly turning to the Internet as one of their first destinations to research health insurance, whether it is gathering information to evaluate options or seeking answers to questions concerning their current provider," said comScore director Susan Engleson. "Having a strong online presence serves as both a gateway to consumers as well as an important branding opportunity for health insurance organizations."

The data found from the survey were described in further detail in an online webinar by comScore, titled The Online Health Insurance Landscape, which took place today.
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