Researchers used data from the Forrester Data Consumer Technographics North American Healthcare and Government Online Benchmark Recontact Survey, Q3 2016, to place consumers in four different groups based on health-related awareness. Their sample size was 1,326 insured Americans.
Here are seven study findings.
1. Thirty-three percent of U.S. online consumers are considered “invested” in their healthcare. Consumers in this category are well-informed about their health insurance and personal health management.
2. Twenty-one percent of U.S. online consumers are considered “plan-knowledgeable.” Consumers in this category are well aware of the details of their health insurance but are less knowledgeable about their own care.
3. Seventeen percent of consumers are considered “care-conscious.” Consumers in this category know about their personal health but are not as knowledgeable about their coverage.
4. Twenty-nine percent of consumers are considered “uninvolved.” Consumers in this category know the least about how to manage their personal health; they also don’t understand their coverage details.
5. On average, consumers in all four categories are between the age of 40 and 60.
6. More than half (51 percent) of “invested” consumers receive coverage from an employer.
7. Also, more than half (54 percent) of “invested” consumers said they are educating themselves through personal research online. That compares to 31 percent of “plan-knowledgeable” consumers, 60 percent of “care-conscious” consumers and 27 percent of “uninvolved” consumers.
Access the full study findings here.
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