Just seven per cent of Australians changed their superannuation accounts last year, according to the latest survey by research house Investment Trends.

The industry-wide survey found that of those people who had switched super the vast majority, or 40 per cent, did so because they changed jobs and not because of fees or performance.

Of those surveyed 28 per cent said they changed superannuation because, they felt it was time and 26 per cent said they switched because they were unhappy with fees and costs.

A further 19 per cent said they swapped because of performance.

ING Australia chief executive Paul Bedbrook said he was not surprised by the findings.

"Most investors are apathetic . . . when a bear market comes we'll see more switching," Bedbrook said.

The findings fly in the face of the recent drive by superannuation funds to pour millions of dollars into marketing themselves through television and the media.

Industry and retail funds have been waging campaigns to lure members on the back of lower fees and good advice.

Investment Trends' survey, however, showed that just five per cent of those who swapped super funds did so because of television advertising.

Only 14 per cent said they changed funds because of advice from planners.

The survey also found that one of the key concerns from those that switched super funds was in the length and clarity of product disclosure statements.

Many said that they wanted shorter documents written in plain English with better presentation.

A panel of industry specialists debating the issue at this year's Investment and Financial Services Association conference agreed, however, that shortening the product disclosure statement could threaten the protection of consumers.

"The weight of the document gives weight to the decision," Bedbrook said.