US Insights

Week 2 applications up 31%

Matt Pace

VP, Millward Brown Digital

Public Affairs Policy 10.18.2013 / 00:00

Doctor sending email

Initial curiosity over, traffic settles, starts moving

UPDATE: October 18, 2013
Following a surge in web traffic during Week One, likely boosted by curious visitors not intending to try to enroll at that time, Week Two saw visits to decline by 56% (down to 4.13 million unique visitors) as curiosity faded.  Week Two (ended October 12th) also saw evidence of improved site performance as more visitors moved successfully through the application process.

• 46% of those attempting to register on during Week Two were successful, up from 27% in Week One
• Eligibility application starts rose 88% to 368,000
• Total completed applications rose 31% to 47,000

Click here for details from Millward Brown Digital.


October 15, 2013
It's no surprise that news media organizations are having a difficult time finding anyone who has actually enrolled for health insurance, or that the Obama Administration has been reluctant to share enrollment statistics with the public. According to an analysis by Millward Brown Digital, far fewer than one percent of all visitors to actually completed applications during the week ending October 5. was clearly unprepared to handle the huge spike in traffic on October 1, the start of open enrollment, which the site was visited by 0.9% (or one in 114) of everyone online in the United States. This is roughly equivalent to the daily traffic on

To see Millward Brown Digital's original "ACA enrollment funnel" and follow the narrative of how one in 114 of everyone online in the United States dwindled to completed applications by just 36,000 people, click here.

Source: Kantar Millward Brown

Editor's Notes

This research is based on data from the Compete panel of 2 million US consumers. The data are weighted, normalized and projected to represent the US Internet population. For this analysis, we measured the number of people visiting various pages on, and then projected the incidence of this behavior.

Journalists, for inquiries about these data, contact us.

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