Data Snapshot

Consumers Overlook Insurer Resources When Researching Health Insurance

August 12th, 2022
Shannon Germain, Senior Analyst
Shannon Germain Senior Analyst
With contributors:
Natalie Schibell , Delilah Gonzalez , Peter Harrison

US online adults who research health insurance on social media value the opinions of their peers about as much as those of experts. Forty-three percent read posts from experts, and 40% read posts from other consumers. Only 30% dive into insurers’ pages to research their plans; they don’t perceive insurer resources as the most reliable. Consumers are unlikely to go further in their research: 26% click on advertisements, and 25% click links to other sites. This data underscores the importance of the trust imperative in healthcare and how social health impacts overall health and wellness. This is a snapshot of Forrester’s data on US online adults’ behaviors researching health insurance on social media.

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