The Demand for Individual Insurance Evidence from a Private Online Marketplace

We use a novel data set from a private online marketplace to estimate the demand for individual health insurance among a set comprising many high-income households across 18 states. Households earning more than four times the federal poverty level (FPL) are willing to pay $30 to $135 per month to increase the actuarial value of their insurance by 10 percentage points, much less than households earning less than 2.5 times FPL. Higher-income households are also less likely to forgo insurance because of a premium increase. These results are important for understanding the effect of health reform proposals targeting higher-income populations.