New research has shown a dramatic increase in the number of people looking for private health insurance online.
Roy Morgan Research has reported that the percentage of people using the internet as the primary channel of obtaining health cover has rise by almost 50 per cent in the last two years.
10.3 per cent of all policies are obtained through online portals, highlighting the change in behaviour in the general population and greater overall familiarity with using the internet to assist in comparing cover and making important life decisions.
The data could also suggest an increase in the entry of tech-savvy Gen Y and X policyholders into the market.
Roy Morgan believes that the rise is contributed to the increase in valuable information regarding cover and the private health industry through online channels.
It also highlights the link between comparison sites and the jump – where consumers are given the ability to judge the value and features of policies from different providers against each other.
Norman Morris, Roy Morgan Research industry communications director says: "With customers becoming increasingly time poor, the ease of the online transaction, together with the large amount of policy information and comparison tools available on the internet, has led to the gradual decline in the more traditional methods of visiting a branch or calling the company directly."