Mixed news ahead of ISA season

There has been an increase in the number of people who will use at least some of their annual ISA allowance, according to research from NS&I. Just under a fifth (18%) have said they will use some of their allowance in this tax year, compared to 16% last year and 15% in 2009/10. However, just under a quarter of Britons (24%) will take advantage of their full ISA allowance of £11,280 in this tax year (including Cash and/or Stocks and Shares), a decrease from 28% in 2011/12. In fact, an increasing number of Britons say they will be unable to invest in an ISA at all, stating they cannot afford to: Just under a third of Britons (32%) are not investing in an ISA as they do not have the money to put aside and this figure has increased from 28% last year.
 
Interestingly, the demographic of ISA savers has shifted in recent years. Those in the 55-64 age group are now the most likely to utilise all or some of their ISA allowance, at 54% in 2012/13. Last year those in the 25-34 age range were the most efficient ISA savers - with 51% using some or all of their ISA shelter, while in 2009/10 it was those aged 65+ who made most use of their ISA limit, with 42% using some or all of their allowance.
 
Despite the Bank of England's base rate remaining at 0.5% and the continued low interest rates across the savings market, only 9% of Britons are put off by interest rates and returns offered by ISAs. This is in stark contrast to the 30% of savers put off by low interest rates in 2009/10.
 
The tax-free status of an ISA has become even more attractive in recent times. Three years ago just over a quarter of savers (26%), given the economic circumstances, would rather have invested in a different product other than an ISA, however in more recent times, fewer Britons would rather invest in other savings products: 6% of Britons were looking to invest in other products last year, whereas just 4% are now preferring to invest elsewhere.
 
Crucially, the research suggests that the understanding of financial products amongst Britons is increasing. Three years ago, as many as 15% admitted to not knowing what an ISA was, however that figure had dropped to 8% last year and now stands at a mere 6%.
 
John Prout, NS&I's Retail Customer Director, said: "ISAs are usually the first port of call for people looking to save and it's encouraging that almost half of us are utilising the tax-free shelter that ISAs provide. With the end of the financial year fast approaching, now is an important time for everyone to review their savings."
 
NS&I has compiled the following advice to help savers make the right choice when it comes to investing in ISAs:

Manage your risk: Just over a quarter of Britons (26%) now say they would prefer to invest in cash ISAs as opposed to equity based ISAs, due to the riskier nature of the stock market. This has increased from 21% last year.

Be aware of the small print: Just 16% of Britons admitted to reading all the conditions when investing in an ISA, including notice periods, charges and penalties. Alarmingly, this has dropped from 18% last year.

Do your research to ensure you make the most of tax-free savings: 6% of Britons acknowledged they were unaware of the maximum allowance per year for investing in an ISA.

Don't be afraid to ask. Many people are not confident about buying financial products because they do not understand the jargon. Further help and information on savings tips and personal finance are available at: nsandi.com/you-and-your-money