Younger Consumers Are More Overwhelmed Enrolling In Health Insurance Than Their Older Counterparts

Gen Z and Millennial consumers are significantly more likely than their older counterparts to feel pessimistic about their experience selecting a health insurance plan. In fact, 42% of Millennial and younger US online adults reported that the sign-up process took longer than they expected; the same percentage indicated feeling overwhelmed by the process. In addition, one in three reported frustration with enrollment. Significantly fewer Gen X consumers, and even fewer Baby Boomers, reported the same. Health insurers must do more to reach and surpass the high expectations of their younger customers. This is a snapshot of Forrester’s data on consumers’ experiences enrolling in health insurance.