What We Learned from the 2025 Medicare AEP Shopping Experience Survey
The 2025 Medicare Annual Enrollment Period (AEP) was anything but ordinary. Between regulatory shifts, carrier exits, plan terminations and plan adjustments, Medicare consumers had a lot to consider while evaluating their coverage options. To understand how these factors shaped the shopping experience, Media Logic conducted its third annual Medicare AEP Shopping Experience Survey, gathering insights from 450 Medicare enrollees aged 66-75.
This year’s findings highlight key trends in plan satisfaction, shopping behavior and advertising recall, offering insight into the behavior of Medicare eligibles during an extremely disruptive year.
Jump to the report or click here to download.
Here are some of the key survey highlights.
- While 92% of Medicare Advantage members report being satisfied, nearly half still shopped around, with 20% of shoppers switching plans and 64% of switchers changing insurance providers entirely – primarily seeking better alignment with their individual needs.
- Advertisement recall is strongest through traditional channels (TV, direct mail and email). Direct mail showed particularly strong engagement as over half of recipients either reviewed the materials themselves or shared them with brokers and family members.
- The shopping process is distinctly multi-channel, with insurer websites leading as the primary resource, while brokers maintain significant influence (facilitating 58% of switches) and personal networks remain important for guidance.
Want to see the full results?
Flip through the findings below or download a PDF of the 2025 Medicare AEP Shopping Experience Survey.
Stay tuned for surveys and strategic takeaways from Consumer In Sight throughout the year (and take a look back at our 2024 surveys here!). Any questions about our 2025 Medicare AEP Shopping Experience Survey? Reach out to Media Logic today.
