Internet tracking firm Comscore released some very interesting numbers this week related to traffic to major insurance carrier websites, large online brokerages, and insurance related keyword searches. The major carriers saw their traffic decrease by as much as 29% over the past year (for UnitedHealth Group) while many online brokers and information providers saw their traffic more than double.
The reason why may be found in a dramatic change in search keyword frequency: the term “COBRA” has seen a 176% increase between June 2008 and June 2009. As unemployment pushes toward 10% and healthcare costs continue to rise, consumers are turning to the Internet to research their options.
Health Insurance Sites
June 2009 vs. June 2008
Total U.S. – Home/Work/University Locations
Source: comScore Media Metrix<td style="font-size:12px;vertical-align:top;border-bottom-width:1px;border-bottom-style:solid;border-bottom-color:#eaeaea;margin:0;padding:2px 4px;" colspan="3" width="268" valign="top"> <strong>Total Unique Visitors (000)</strong> </td>
Jun-2008 <td style="font-size:12px;vertical-align:top;border-bottom-width:1px;border-bottom-style:solid;border-bottom-color:#eaeaea;margin:0;padding:2px 4px;" width="89" valign="top"> <strong>Jun-2009</strong> </td> <td style="font-size:12px;vertical-align:top;border-bottom-width:1px;border-bottom-style:solid;border-bottom-color:#eaeaea;margin:0;padding:2px 4px;" width="89" valign="top"> <strong>% Change</strong> </td>
Total Internet : Total Audience <td style="font-size:12px;vertical-align:top;border-bottom-width:1px;border-bottom-style:solid;border-bottom-color:#eaeaea;margin:0;padding:2px 4px;" width="89" valign="top"> <strong>189,873</strong> </td> <td style="font-size:12px;vertical-align:top;border-bottom-width:1px;border-bottom-style:solid;border-bottom-color:#eaeaea;margin:0;padding:2px 4px;" width="89" valign="top"> <strong>193,896</strong> </td> <td style="font-size:12px;vertical-align:top;border-bottom-width:1px;border-bottom-style:solid;border-bottom-color:#eaeaea;margin:0;padding:2px 4px;" width="89" valign="top"> <strong>2</strong> </td>
UnitedHealth Group <td style="font-size:12px;vertical-align:top;border-bottom-width:1px;border-bottom-style:solid;border-bottom-color:#eaeaea;margin:0;padding:2px 4px;" width="89" valign="top"> 4,510 </td> <td style="font-size:12px;vertical-align:top;border-bottom-width:1px;border-bottom-style:solid;border-bottom-color:#eaeaea;margin:0;padding:2px 4px;" width="89" valign="top"> 3,198 </td> <td style="font-size:12px;vertical-align:top;border-bottom-width:1px;border-bottom-style:solid;border-bottom-color:#eaeaea;margin:0;padding:2px 4px;" width="89" valign="top"> -29 </td>
Aetna Inc. <td style="font-size:12px;vertical-align:top;border-bottom-width:1px;border-bottom-style:solid;border-bottom-color:#eaeaea;margin:0;padding:2px 4px;" width="89" valign="top"> 2,146 </td> <td style="font-size:12px;vertical-align:top;border-bottom-width:1px;border-bottom-style:solid;border-bottom-color:#eaeaea;margin:0;padding:2px 4px;" width="89" valign="top"> 1,890 </td> <td style="font-size:12px;vertical-align:top;border-bottom-width:1px;border-bottom-style:solid;border-bottom-color:#eaeaea;margin:0;padding:2px 4px;" width="89" valign="top"> -12 </td>
WellPoint, Inc. <td style="font-size:12px;vertical-align:top;border-bottom-width:1px;border-bottom-style:solid;border-bottom-color:#eaeaea;margin:0;padding:2px 4px;" width="89" valign="top"> 1,780 </td> <td style="font-size:12px;vertical-align:top;border-bottom-width:1px;border-bottom-style:solid;border-bottom-color:#eaeaea;margin:0;padding:2px 4px;" width="89" valign="top"> 1,586 </td> <td style="font-size:12px;vertical-align:top;border-bottom-width:1px;border-bottom-style:solid;border-bottom-color:#eaeaea;margin:0;padding:2px 4px;" width="89" valign="top"> -11 </td>
Kaiser Permanente <td style="font-size:12px;vertical-align:top;border-bottom-width:1px;border-bottom-style:solid;border-bottom-color:#eaeaea;margin:0;padding:2px 4px;" width="89" valign="top"> 1,560 </td> <td style="font-size:12px;vertical-align:top;border-bottom-width:1px;border-bottom-style:solid;border-bottom-color:#eaeaea;margin:0;padding:2px 4px;" width="89" valign="top"> 1,578 </td> <td style="font-size:12px;vertical-align:top;border-bottom-width:1px;border-bottom-style:solid;border-bottom-color:#eaeaea;margin:0;padding:2px 4px;" width="89" valign="top"> 1 </td>
Cigna.com <td style="font-size:12px;vertical-align:top;border-bottom-width:1px;border-bottom-style:solid;border-bottom-color:#eaeaea;margin:0;padding:2px 4px;" width="89" valign="top"> 1,172 </td> <td style="font-size:12px;vertical-align:top;border-bottom-width:1px;border-bottom-style:solid;border-bottom-color:#eaeaea;margin:0;padding:2px 4px;" width="89" valign="top"> 944 </td> <td style="font-size:12px;vertical-align:top;border-bottom-width:1px;border-bottom-style:solid;border-bottom-color:#eaeaea;margin:0;padding:2px 4px;" width="89" valign="top"> -19 </td>
eHealthInsurance.com <td style="font-size:12px;vertical-align:top;border-bottom-width:1px;border-bottom-style:solid;border-bottom-color:#eaeaea;margin:0;padding:2px 4px;" width="89" valign="top"> 842 </td> <td style="font-size:12px;vertical-align:top;border-bottom-width:1px;border-bottom-style:solid;border-bottom-color:#eaeaea;margin:0;padding:2px 4px;" width="89" valign="top"> 930 </td> <td style="font-size:12px;vertical-align:top;border-bottom-width:1px;border-bottom-style:solid;border-bottom-color:#eaeaea;margin:0;padding:2px 4px;" width="89" valign="top"> 10 </td>
USInsuranceOnline.com <td style="font-size:12px;vertical-align:top;border-bottom-width:1px;border-bottom-style:solid;border-bottom-color:#eaeaea;margin:0;padding:2px 4px;" width="89" valign="top"> 386 </td> <td style="font-size:12px;vertical-align:top;border-bottom-width:1px;border-bottom-style:solid;border-bottom-color:#eaeaea;margin:0;padding:2px 4px;" width="89" valign="top"> 844 </td> <td style="font-size:12px;vertical-align:top;border-bottom-width:1px;border-bottom-style:solid;border-bottom-color:#eaeaea;margin:0;padding:2px 4px;" width="89" valign="top"> 119 </td>
AssurantHealth.com <td style="font-size:12px;vertical-align:top;border-bottom-width:1px;border-bottom-style:solid;border-bottom-color:#eaeaea;margin:0;padding:2px 4px;" width="89" valign="top"> 72 </td> <td style="font-size:12px;vertical-align:top;border-bottom-width:1px;border-bottom-style:solid;border-bottom-color:#eaeaea;margin:0;padding:2px 4px;" width="89" valign="top"> 253 </td> <td style="font-size:12px;vertical-align:top;border-bottom-width:1px;border-bottom-style:solid;border-bottom-color:#eaeaea;margin:0;padding:2px 4px;" width="89" valign="top"> 254 </td>
Growth in Selected Health Insurance Search Terms*
June 2009 vs. June 2008
Total U.S. – Home/Work/University Locations
Source: comScore MarketerSearch Term <td style="font-size:12px;vertical-align:top;border-bottom-width:1px;border-bottom-style:solid;border-bottom-color:#eaeaea;margin:0;padding:2px 4px;" colspan="3" width="240" valign="top"> <strong>Unique Searchers</strong> </td>
Jun-08 <td style="font-size:12px;vertical-align:top;border-bottom-width:1px;border-bottom-style:solid;border-bottom-color:#eaeaea;margin:0;padding:2px 4px;" width="72" valign="top"> <strong>Jun-09</strong> </td> <td style="font-size:12px;vertical-align:top;border-bottom-width:1px;border-bottom-style:solid;border-bottom-color:#eaeaea;margin:0;padding:2px 4px;" width="84" valign="top"> <strong>% Change</strong> </td>
COBRA <td style="font-size:12px;vertical-align:top;border-bottom-width:1px;border-bottom-style:solid;border-bottom-color:#eaeaea;margin:0;padding:2px 4px;" width="84" valign="top"> 24,292 </td> <td style="font-size:12px;vertical-align:top;border-bottom-width:1px;border-bottom-style:solid;border-bottom-color:#eaeaea;margin:0;padding:2px 4px;" width="72" valign="top"> 67,157 </td> <td style="font-size:12px;vertical-align:top;border-bottom-width:1px;border-bottom-style:solid;border-bottom-color:#eaeaea;margin:0;padding:2px 4px;" width="84" valign="top"> 176% </td>
Affordable Health Insurance <td style="font-size:12px;vertical-align:top;border-bottom-width:1px;border-bottom-style:solid;border-bottom-color:#eaeaea;margin:0;padding:2px 4px;" width="84" valign="top"> 38,833 </td> <td style="font-size:12px;vertical-align:top;border-bottom-width:1px;border-bottom-style:solid;border-bottom-color:#eaeaea;margin:0;padding:2px 4px;" width="72" valign="top"> 54,919 </td> <td style="font-size:12px;vertical-align:top;border-bottom-width:1px;border-bottom-style:solid;border-bottom-color:#eaeaea;margin:0;padding:2px 4px;" width="84" valign="top"> 41% </td>
Apply for Medicaid <td style="font-size:12px;vertical-align:top;border-bottom-width:1px;border-bottom-style:solid;border-bottom-color:#eaeaea;margin:0;padding:2px 4px;" width="84" valign="top"> 20,952 </td> <td style="font-size:12px;vertical-align:top;border-bottom-width:1px;border-bottom-style:solid;border-bottom-color:#eaeaea;margin:0;padding:2px 4px;" width="72" valign="top"> 42,668 </td> <td style="font-size:12px;vertical-align:top;border-bottom-width:1px;border-bottom-style:solid;border-bottom-color:#eaeaea;margin:0;padding:2px 4px;" width="84" valign="top"> 104% </td>
Health Insurance Quotes <td style="font-size:12px;vertical-align:top;border-bottom-width:1px;border-bottom-style:solid;border-bottom-color:#eaeaea;margin:0;padding:2px 4px;" width="84" valign="top"> 28,253 </td> <td style="font-size:12px;vertical-align:top;border-bottom-width:1px;border-bottom-style:solid;border-bottom-color:#eaeaea;margin:0;padding:2px 4px;" width="72" valign="top"> 40,834 </td> <td style="font-size:12px;vertical-align:top;border-bottom-width:1px;border-bottom-style:solid;border-bottom-color:#eaeaea;margin:0;padding:2px 4px;" width="84" valign="top"> 45% </td>
So what does this mean to agents marketing online? We believe agents should be doing several things to address this change: