More than eight out of 10 people say they may take out an ISA in the next year according to MORI research.
MORI polled 1,061 people in the UK on behalf of IFA Network, the independent financial advisers' administrative support company.
IFA Network says the findings suggest ISAs have encouraged a savings culture promoted by the Government on their launch one year ago.
A quarter of people questioned said they would use an ISA to build up capital and one in five say they would use one for retirement planning.
Investing for children and school fees was third most popular use for an ISA, favoured by 13 per cent of those polled.