As the boon of social media continues, insurers are in a scramble to better understand how this powerful tool can be used in their marketing efforts. And the market is ripening. According to a recent Aite Group study of 1,800 consumers' health behaviors, 86 percent of respondents between the ages of 18 and 29, and 57 percent of those aged 70 years or older have Facebook accounts.

Further, 37 percent of consumers between ages 30 and 39 believe they will "probably" or "definitely" consider shopping for health insurance at healthcare exchanges.

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