The survey, done for Southern Cross Healthcare by TNS Conversa, interviewed 1030 Southern Cross members and non-members about their use of health services.
Results found the number of people who visited their GP when they felt unwell fell from 64% in 2008 to 56% this year.
Also, the number of people actively participating in sports, going to the gym and dieting for weight loss decreased significantly.
The survey showed 25% of people would not be able to fund an elective surgical procedure costing $5000 and 35% relied on health insurance to fund surgery (up from 24% a year ago).
The positives of the survey were more people eating a balanced diet and limiting alcohol consumption, and an increased reluctance to go into debt to fund surgery.
Southern Cross Insurance chief executive Peter Tynan said tough financial times had had an impact on how people were looking after their health.
"Early access to primary health care is a proven way to address minor health issues before they become major health issues.
"And elective surgical procedures in the $5000 price range can have a significant positive impact on the quality of people's lives."
Examples of these kind of procedures include partial mastectomy, hernia repair, simple endometriosis surgery and keyhole knee surgery.
"Skimping on health services has the potential to impact on the long-term health of the individual and on future costs for the entire health system."
Mr Tynan said the survey found different attitudes towards health across age groups.
Young people were aware of their health needs, but did not view them as a priority, while the elderly were affected by the affordability of services.
For families, both money and time are a concern.
He believed growing awareness, combined with the recession, had contributed to the increase in people limiting alcohol intake.
New Zealand Medical Association chairman Dr Peter Foley was surprised by the findings.
He said primary health care funding should make it easier to visit a GP and was disappointed people were putting off seeing a doctor.
"In times of economic hardship health can suffer."
He said GPs had held off on fee increases in the recession, keeping them below cost.
Earlier this year, GPs were given approval for a "reasonable fee increase" of 6.5%, taking the average patient fee to $28.
Dr Foley was not surprised the number of people taking part in sports activities had dropped, as these were costly.
"I've had to stop going to the gym myself and find cheaper ways to exercise."
He said the increased cost of health insurance was making it harder for the elderly to access elective surgeries.
"Health is a commodity that will always go up."
Ministry of Health primary health care implementation chief adviser Dr Jim Primrose said the ministry was constantly monitoring the issue of costs.
- Kara Segedin
