CHICAGO, IL--(Marketwire - December 14, 2009) - Today, health insurance portal released a report which examines consumer trends as they shop online for coverage. The study consists of average health insurance pricing data for consumers who used the service between July 2009 and September 2009.

In addition to data on average insurance rates, GoHealthInsurance reveals a shopping trend which the report calls the "Insurance Exchange Effect." The study finds that the average person who uses the Internet to shop for health insurance is subject to this trend.

Insurance Exchanges, according to the study, are online marketplaces that combine two vital components for online shopping: Web-based quote engines to compare available health plans and live advice from experienced health insurance agents.

As defined in the report, the Insurance Exchange Effect is apparent throughout the three main stages of the process of purchasing health insurance. In the first, or "research" stage, consumers view a list of plans and click a variety to compare multiple coverage options side-by-side. After comparing plans, consumers then reach the second "shopping" stage by choosing a plan they intend to purchase and complete at least one page of that plan's application. In the final stage, the "purchase" stage, a consumer's application has been accepted and he or she is actively paying premiums for an in-force plan.

The Insurance Exchange Effect dictates that consumers choose plans with lower premiums and lower deductibles in each stage, finally choosing the lowest priced option in the final purchase stage with the help of an agent.

"It's no surprise that there's an obvious trend between each part of the shopping process," said Brandon Cruz, President and CTO of Norvax, Inc., the parent company of "This study illustrates how important it is for consumers to have convenient access to online tools and the knowledge of experienced agents to ultimately purchase the plan that's right for them."

The study looks at pricing information for both individual and family health insurance plans, as well as the cost differences between age ranges. It is available for download online at

Consumers can use the GoHealthInsurance service for free by visiting

About GoHealthInsurance makes buying health insurance simple. GoHealthInsurance explains health coverage options in plain English, provides free health insurance quotes, connects shoppers with local agents, and helps consumers choose plans that meet their health and budget needs.

Contact Information: Contact: Michael Mahoney GoHealthInsurance 888-250-3409