comScore, Inc., a leader in measuring the digital world, released a study of online health insurance activity in 2009. The study found that nearly 24 million Americans visited a health insurance site in Q4 2009, representing 10 percent of the total U.S. online population.

“Consumers are increasingly turning to the Internet as one of their first destinations to research health insurance, whether it is gathering information to evaluate options or seeking answers to questions concerning their current provider,” said comScore director Susan Engleson. “Having a strong online presence serves as both a gateway to consumers as well as an important branding opportunity for health insurance organizations.”

Aetna Attracts Largest Audience in Q4

In Q4 2009, 23.8 million Americans visited a health insurance information site including both insurer and aggregator destinations. 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 two million visitors during the quarter.

Ms. Engleson continued, “The Web serves as a critical channel for health insurance providers to engage with consumers and consumers are displaying increasing comfort in turning to the Web to obtain this often complex information.”