New research from YouGov CategoryView shows that one in five Americans with health insurance (18%) are thinking about switching providers in the next year. Let's dig into who’s considering the change.

Switching is a mainstream behavior

When we look at the numbers, there isn’t one standout group driving the trend. For example, 17% of potential switchers are aged 18-29 (vs. 15% of all owners), 28% are 30-44 (vs. 25%), 33% are 45-64 (vs. 34%), and 22% are 65 and older (vs. 27%). Men (51%) and women (49%) are almost equally likely to consider a new provider. The only difference is that adults aged 65 and older are less likely than other age groups to be considering a change (22% switchers vs. 27%).

What matters most when choosing health insurance?

The basics like price and premiums (72% of switchers, 71% overall), networks (59% vs. 57%), and coverage options (53% for both) are valued almost equally by both groups. But there’s are some differences when it comes to extras: Potential switchers are more likely to say telehealth services are important (23% vs. 19%), but less likely to prioritize prescription drug coverage (61% vs. 66%).

Where people buy

Most people, whether thinking of switching or not, get their policies from insurance companies (47% of switchers, 41% overall), agents and brokers (43% vs. 39%), or through their employer (37% vs. 34%). These traditional channels still dominate.

But some differences stand out. Those considering a switch are more likely to have used a quote comparison website (16% vs. 9%) or the government marketplace (19% vs. 15%). Membership organizations (11% vs. 6%) and credit unions or banks (9% vs. 6%) also see higher use among this group.

Switching health insurance providers isn’t limited to any one group. People of all ages and backgrounds are considering it. Most stick with the main channels, but those open to switching are more likely to compare their options and use digital platforms. For brands and marketers, our data suggests it’s important to be present where people research and buy, as the next customer looking to switch could be anyone.