Last-minute health plan shoppers may go too quickly for lower premiums without reviewing the full cost of their coverage, a study from eHealth suggests.

The company, which offers an online portal for the purchase of health insurance, studied data from its own customers. It looked at when a plan was purchased and the average cost of premiums and deductibles, using only customer data for non-subsidized plans.

What it found was that shoppers who bought their coverage online on the first day of open enrollment spent a bit more on premiums but tended to choose plans with lower deductibles. This would suggest that the early shoppers had done more research on the total cost of coverage than the last-minute buyers.