Protection advice drove only 4% of people who sought out an IFA last year, according to results from Unbiased.
The adviser website found that searches for advisers specialising in personal protection were on a par with equity release and saving for children.
Those subjects filled the final three places in the ten most searched for terms of those seeking an IFA and were dwarfed by the top two categories, retirement planning and investments and savings.
Retirement planning (37%) advice was the top driver for seeking an intermediary with savings and investments (27%) second.
The figures highlight concerns cited by many in the protection market that increased consumer awareness should be a top priority for the industry.
Figures from the website also revealed that nearly 350,000 consumers sought guidance from an IFA using its search engine.
Karen Barrett, chief executive of unbiased.co.uk, said: "The volume of consumer searches shows there has been a constant demand for independent financial advice throughout 2010.
"With expected changes to pensions and benefits, and the recent VAT increase, we anticipate that even more consumers will be looking to reassess their finances in 2011."
