About 32% of consumers search the internet for advice on life insurance, but 36% seek no advice at all, according to a NobleOak Life survey.

Only 25% seek help from an adviser, while 35% turn to family and friends.

The survey of more than 1000 consumers says comparison tools are used by 22% of people when looking to buy life insurance.

NobleOak CEO Anthony Brown says buying behaviour for life insurance is changing, with less reliance on financial advisers.

“While a majority of customers previously outsourced their financial affairs, we are moving to a new state where people are taking more control,” he said.

“The internet has quickly become the key tool Australians use to compare life insurance and income protection policies.”

When it comes to actually making a purchase, most people still prefer to use financial advisers, although call centres are increasingly popular.

About 50% of survey respondents would use an adviser, while 40% would use the phone and 20% a website.

“In reality, we find many customers still like to talk to someone about life insurance and to help them apply,” Mr Brown said.

“While it may still be a while before this personal contact is replaced, there is no doubt we are in the middle of a significant shift in consumer behaviour.”