Norvax: Web Shoppers Use Agents

Many consumers explore individual health insurance options online, but most end up talking to real people before buying coverage.

Executives at Norvax Inc., Chicago, the company that runs the insurance shopping site at Document Link, have reported that finding in a summary of results from an analysis of the activities of 446,500 online insurance shoppers who voluntarily requested a quote or contact from insurance agents this past summer.

Many consumers looked at the Web for information about health insurance, but more than 90% ended up speaking to an agent, broker or insurance company sales representative, Norvax says.