Cecily O'Connor
RedwoodAge.com

What do you gab about with friends and family at holiday gatherings?

If you're like most adults, you're probably bending the ear of an uncle or long-time neighbor for financial advice, according to a new poll. Financial advisors, meanwhile, are generally your third-most popular source of advice.

As a result, consider yourself warned. These findings may add more fuel to the outreach fire of financial firms hungry to be at the center of your financial conversations. As the new year approaches, so do questions about tax-related financial issues - whether it's the consequences of selling stock or contributing to an IRA.

To be sure, investors of all ages should be careful about soliciting advice, particularly from brokers.

While anecdotal investing tales from family and friends can offer reassurance and some direction, it's important to keep in mind each investor has a different set of criteria and financial goals. Most advisors can point out these distinctions. The key is finding a independent advisor - one who isn't trying to sell you an investment - who understands your long-term financial goals and with which you're comfortable.

Advisors Sound the Alarm
"We understand why people would turn to family and friends for advice on important financial decisions, but financial advisors should be alarmed at these findings," said Wes Thompson, president of Sun Life Financial US, which polled about 1,450 people. Between the current economy and aging US population, "this is an unprecedented opportunity" for advisors, he added.

Individuals under 30 are ripe for picking, since about 64 percent of individuals in this group cited family as their go-to source. In comparison, 19 percent tap an advisor.

Boomers nearing retirement also are attractive targets for marketers are financial services firms, but not as tough a sell. Younger boomers in their 40s were pretty evenly split in their advice sources. About 40 percent of adults between 40 and 49 turned to family, and 41 percent rely on an advisor.

Older Americans, on the other hand, are more welcoming of professional advice. About 33 percent of adults over the age of 60 said they rely on family members, while 45 percent seek out a pro.

No matter the age, blogs and TV personalities rate pretty low on Sun Life's source scale, making them the least likely source for financial information.