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Digital Health Insurance Shopper Research Studies

Digital Health Insurance Shopper Research Studies

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Published by Sumit Roy

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Published by: Sumit Roy on Aug 07, 2013
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08/07/2013

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Google/Compete
U.S., August 2010
The Digital Health Insurance Shopper 
 
Google Confidential and Proprietary
Summary of Findings
2
Health Insurance
Shoppers
Multiplying Online Aggregatorsare CapturingNon-Branded
Conversions
Shopping isNot Limited toEnrollment PeriodSearch Leads in
Option Discovery
& Conversion
 
Google Confidential and Proprietary
Purpose of Study & Methodology
Purpose of Study
Quantify how shoppers research for health insurance and how Search isused when shopping online for health insurance
Methodology
Conducted on Compete‟s proprietary U.S. consumer dataset of 2 million
Online health insurance researchers were identified based on their activity inthe months of Oct-Nov 2009. They were split into categories:
Private or Medicare: Depending on the policy researched
Open/Extended: Depending on the time of research
For online health insurance shoppers, Compete pulled a history of onlineactivity including Search activity for the months of Aug-Dec 2009
Health insurance shoppers were surveyed (Feb 2010) to assess their (offlineand online) research and application patterns
3Source: Google/Compete The Digital Health Insurance Shopper, August 2010Note: 95% confidence denoted by ** or capitalized letters and 90% confidence denoted by * or lower case letters, ^ denotes low sample (n = 30 to 50) for survey related charts in the study

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