Consumers have little loyalty to any one financial institution, according to a Roy Morgan Research survey. The survey found customers of the ten largest retail banks deal with more than six financial institutions, on average, for banking, managed investments and insurance.Roy Morgan industry communications director Norman Morris said the figures had not changed much in four years.Morris said: "It appears from our analysis that consumers are exercising choice across all financial products. While most institutions have made small gains in product cross-sell since 2010, overall they have not performed well."Reasons for this include lack of incentive for customers to consolidate, competition from specialist providers in areas like superannuation, customers' lack of product awareness and some concern regarding the spread of risk."At one end of the sample, Citigroup customers deal with an average of 6.5 institutions, while at the other end Commonwealth bank customers deal with 4.1 institutions.ING Direct customers deal with an average of 6.3 institutions, HSBC customers deal with 5.8 institutions, Bank of Queensland's with 5.1, Suncorp's with 4.9, NAB's with 4.9, ANZ's with 4.7, Westpac's with 4.6, and Bendigo and Adelaide's with 4.5.CBA has a 37.8 per cent share of its customers' financial products, while Westpac has 32.8 per cent, ANZ has 29.9 per cent and NAB has 27.8 per cent.Among the other banks Citibank has a 12.6 per cent share of its customers' financial products, ING Direct has 14 per cent, HSBC has 17.9 per cent and Bank of Queensland has 24.3 per cent.