Wednesday, October 5th, 2011
Over the past 2 years, the popularity of the Internet as a channel of obtaining Private Health Insurance has increased by nearly 50%, but still only accounts for 10.3% of all policies. The traditional channels, being telephone and in person to a branch, remained the predominant way Private Health Insurance is obtained, but have declined by nearly 10% over the same period.

The main channel used to obtain Private Health Insurance continues to be the telephone, accounting for 37.8% of policies, down from 41.0% in September 2009. The other popular method of obtaining Private Health insurance, in person at a branch, accounted for 27.6%, down 1.6% point compared to nearly 2 years ago.

The use of the internet to obtain Private Health insurance policies, either through the insurer’s website or by using an insurance comparative website such as iSelect, has increased by nearly 50% since September 2009, increasing from 7.0% to 10.3%. Although this channel only represents a relatively small proportion on how Private Health Insurance is obtained, it is gaining traction in the market, providing customers with an ever increasing amount of information to make informed policy purchases.

% of Private Health Insurance policies obtained in different ways

Norman Morris, Industry Communications Director, Roy Morgan Research says:

“The internet has become an effective marketing tool used by Private Health Insurers in recent times. Insurance companies have invested considerable resources in ensuring their websites are user friendly, and their customers are provided with the necessary online information and tools to make informed policy decisions.

“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.

“Given that almost half the Australian population have now used the Internet for banking, it is likely that more and more financial transactions will be done online. However at this stage, it is important to understand who is choosing which method, and as much as possible about them.”

Select from an extensive range of detailed Roy Morgan Private Health Insurance Member Profiles, including MBF, Australian Unity, HBA, HCF, HBF, Medibank, Mutual Community, ahm, NIB and many more.

Select from our range of profiles on how Australians obtain their private health insurance, for example, directly from the insurance company over the phone, online, at a branch and even using an insurance broker.

Contact Profile

Roy Morgan Research

Roy Morgan Research is Australia’s best known and longest established market research and public opinion survey company. Roy Morgan Single Source is thorough, accurate, and provides comprehensive, directly applicable information about current and future customers. It is unique in that it directs all the questions to each individual from a base survey sample of around 55,000 interviews in Australia and 15,000 interviews in New Zealand annually - the largest Single Source databases in the world. The questions asked relate to lifestyle and attitudes, media consumption habits (including TV, radio, newspapers, magazines, cinema, catalogues, pay TV and the Internet), brand and product usage, purchase intentions, retail visitations, service provider preferences, financial information and recreation and leisure activities. This lead product is supported by a nationally networked, consultancy-orientated market research capability.
Shaun Ellis
P: 03 9224 5332


Private Health Insurance Member Profiles, including MBF, Australian Unity, HBA, HCF, HBF, Medibank, Mutual Community, ahm, NIB



More Formats

View QR Code