More evidence is piling up that with the advent of healthcare reform, more Americans are willing to test new health insurance models to obtain coverage.

The latest data to support this notion comes from Valence Health in a survey of 550 U.S. adults. Its "U.S. Attitudes Toward Health Insurance and Healthcare Reform" found that more than a third of respondents would try insurance plans offered through hospitals, health systems or state-run Consumer Oriented and Operated Plans, or CO-OPs.

"We may be about to see a major shift in the way Americans choose to buy health insurance," said Kevin Weinstein, Valence's chief marketing officer. "If only 5 percent of insured Americans actually try new insurance options, that translates to nearly 10 million people who account for more than $20 billion in healthcare spending. Imagine if we start to educate the majority of people who said they were still unsure about their options. We are talking about creating a huge monetary shift in the industry."