Over one third of adults see financial advice as the major influence on their personal pension choice according to research just published by Nationwide.
Only six per cent cited television advertising as the greatest influence.
But the response from young people is less comforting for IFAs.
In the 18 to 24 year-old age group, 46 per cent value the advice of friends above all else.
The survey also shows that only three per cent favour paying pensions contributions at a supermarket checkout as opposed to direct debit or straight from their pay packet.
It also reveals a lack of understanding about pension provision in general. Just under one in five people have even an approximate idea of the level of the state pension.
Nationwide Life managing director Bill Tonks says: "These research findings confirm our own experience that most people find the whole area of pensions a difficult one and welcome guidance. It is pleasing to see that a large percentage of people, 41 per cent of those surveyed, would approach a traditional building society such as Nationwide for pension advice."
The survey is based on 968 interviews conducted by market researcher NOP in May this year.