Nearly seven million people plan to open an Isa by September, according to a Mori survey conducted for Newton Fund Managers.
The survey will be welcome news to the Government, which is yet to launch its Isa awareness campaign.
Newton says about 15 per cent of people think they will invest in an Isa in the first half of this financial year compared with just 8 per cent who intended to invest in Peps during the same period last year.
In-house research has also revealed that 20 per cent of Newton customers intend to invest more in an Isa than they did in a Pep.
Director Simon Wombwell says the survey suggests a positive start for the Isa. He says: “The savings habit seems to be picking up speed and the key task for both the Government and providers will be to ensure the public buy the right Isa.”
The survey found that, of the possible Isa investors, those aged between 25 and 54 are more likely to invest than those over 55 who are nearing retirement.
Overall, investors aim to save an average of £2,212 in Isas in the first six months although individuals nearing retirement have more to invest and will save an average of £4,258.