Hitwise, the online competitive intelligence service reports significant growth in visits to Health Insurance websites, demonstrating that users are becoming increasingly proactive in seeking information provided by health funds on various cover options.

Visits to the online Health Insurance industry grew by over 90% between January 2004 and January 2005 and has since stabilised to normal market share levels. Online traffic to the Health Insurance online category was at its highest point ever during the week-ending April 4, 2005 making up 4.87% of all Australian Internet usage at this point in time.

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he ability to compare Health Insurance policies online to suit personal needs is shifting the information power-balance into the hands of the consumer. To meet this demand, comparison shopping is offered on iSelect (www.iselect.com.au) where users can compare, select and buy health insurance from a range of health funds. iSelect was the top ranking Health Insurance website during the week-ending March 5, 2005, accounting for nearly 25% market share of the category.

Demographics analysis reveals that females are more likely to visits Health Insurance websites, accounting for 57% of traffic for the 12-week period ending July 30, 2005. This is an increased swing of 7% compared to the same time last year. Hitwise data also indicated a tendency over time for a more even spread amongst different age-brackets. Where the 25-34 age-bracket accounted for 41% of visits in July 2004, it comprised 32% of visits in July 2005 - a drop of 9%. The 18-24, 45-54 and 55+ age-brackets each rose by over 2% simultaneously.

Search term data provides a powerful measurement of brand strength of various health funds amongst consumers. Hitwise Search Intelligence which, lists the most popular search term used by Australian Internet users before visiting a Health Insurance website, found that ‘medibank private' was the most popular search term to the Health Insurance online industry with 7.2% volume share, this was followed by the term ‘mbf' with 4.25% share over a 12-week period ending August 13, 2005.