It might surprise some to learn that twenty somethings are taking an interest in benefits that can protect them financially—more so now, than in previous years. This is the finding from a recent Harris Interactive survey of the Gen Y workforce.

“Members of this generation are entering the workforce and building careers during a time of uncertainty and intense debate over health care reform,” said Barbara Nash of UNUM, which sponsored the survey.

How are these young workers, estimated at about 75 million, obtaining information on benefits such as life and disability insurance? They’re going online. The survey indicates that the percentage who use insurance company websites to learn about benefits providers grew from 32 percent in 2008 to 44 percent in 2010. The percentage visiting consumer advice web sites grew from 21 to 27 percent, and the percentage participating in online forums or blogs increased from 7 to 12 percent. Interestingly, the survey also found that reliance on family and friends on benefits information or guidance decreased among this generation, falling from 60 to 42 percent for family, and 30 to 21 percent for friends.

Is your company’s website ready for the Gen Y generation? If you’re in insurance, health care or technology, contact Scott Public Relations for information about leveraging your web site and public relations programs for all generations—including the Gen Y’ers.

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