Life and health insurance searches in the U.S. reached record numbers in 2009. According to comScore, a company which gauges Internet activity, searches for life insurance information grew to a record 16.6 million in 2009, a 15 percent increase over 2008.
What's more, nearly 24 million Americans visited a health insurance site in the fourth quarter alone. That translates to 10 percent of the total U.S. online population.
Aetna sites led as the most visited destination with 4.8 million visitors (20 percent industry penetration), followed by Blue Cross Blue Shield sites with 4.1 million visitors (17.4 percent penetration) and USInsuranceOnline.com at 4 million visitors (16.8 percent penetration).
Nine different health insurance sites each attracted at least 2 million visitors during the quarter.
Consumers also requested 2 million online quotes for life insurance. MetLife.com was the most frequented insurance site visited as a result of the search, with 5.8 percent of total search clicks (paid and organic) landing on the company's Web site. NewYorkLife.com was the second most referred site with 2.8 percent of search clicks, followed by StateFarm.com with 2.5 percent.
| Top Health Insurance Information Sites, Q4 2009 | ||
| Unique Visitors (Millions) | Industry Penetration (%) | |
| Total Industry Visitors | 23.8 | 100 |
| Aetna sites | 4.8 | 20 |
| BCBS sites | 4.1 | 17.4 |
| USInsuranceOnline.com | 4.0 | 16.8 |
| Kaiser Permanente | 3.1 | 13.2 |
| eHealthInsurance.com | 2.8 | 11.6 |
| CIGNA sites | 2.6 | 11.0 |
| United Healthcare sites | 2.2 | 9.4 |
| WellPoint sites | 2.2 | 9.4 |
| Humana sites | 2.1 | 8.6 |
| Total Searches on Phrases Containing the Term "Life Insurance", 2009 vs. 2008 | |||
| Searches (millions) | |||
| 2008 | 2009 | % Change | |
| Life Insurance Searches | 14.4 | 16.6 | 15 |
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