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One in Ten Americans Visited a Health Insurance Site in Q4 2009

RESTON, Va., Feb. 15 /PRNewswire-FirstCall/ -- comScore, Inc. (Nasdaq: SCOR), a leader in measuring the digital world, today 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. The study findings will be presented in greater detail in the complimentary comScore webinar, The Online Health Insurance Landscape, on February 16, 2010. Further details and registration information can be found below.


"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 at 4 million visitors (16.8 percent penetration). Nine different health insurance sites each attracted at least two million visitors during the quarter.

    Top Health Insurance Information Sites
    Q4 2009
    Total U.S. – Home/Work/University Locations
    Source: comScore Health Insurance Insights & Analysis
                               Q4 2009
                              Visitors       Industry
                                (MM)       Penetration
                              --------     ------------
    Total Industry
     Visitors*                 23.8          100.0%
    --------------             ----          -----
    Aetna Sites                 4.8           20.0%
    -----------                 ---           ----
    BCBS Sites                  4.1           17.4%
    ----------                  ---           ----       4.0           16.8%
    ---------------------       ---           ----
    Kaiser Permanente           3.1           13.2%
    -----------------           ---           ----        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%
    ------------                ---            ---

*Includes the following sites: BCBS, CIGNA, WellPoint, Aetna, Humana,,, United Healthcare, Coventry,,,,,, Assurant Health,,, Kaiser Permanente

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."

comScore will discuss these findings among others in a complimentary webinar, The Online Health Insurance Landscape, on Tuesday, February 16 from 2:00 pm - 3:00 pm EST. For more information and to register please visit:

About comScore

comScore, Inc. (NASDAQ: SCOR) is a global leader in measuring the digital world and preferred source of digital marketing intelligence. For more information, please visit

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SOURCE comScore, Inc.



SOURCE comScore, Inc.
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