This year alone, almost 50 per cent of Stocks and Shares Individual Savings Account (ISA) buyers in the UK will come from just three regions, according to recent research.

As ISA season creeps closer to its 2013 end with a mere whimper, due to the lack of appetite for Cash ISAs, the normally much less popular kid of the class, Stocks and Shares ISA, finds this time around, he isn’t last to be picked to join a team.

Approximately one in five existing Fund ISA owners have returned this year for more of the same, however the big story is elsewhere among the traditionally Cash ISA-only loving segment of the market.

A perfect storm is raging for Fund ISA providers, in that non-existent yields on Cash ISAs, a flood of central bank liquidity in the markets and a renewed appetite for risk among investors, is encouraging otherwise non-believers into the ‘church of equities’.

The highest percentage of regional populations buying Stocks and Shares ISAs, from those who have also previously bought one, can be found in London (seven per cent of the local population), the South East (seven per cent) and East England (seven per cent).

Almost half of the 2.8 million existing Stocks and Shares ISA holders who plan to, or have bought again in 2013, come from the above three regions.

In absolute terms the greatest numbers of Stocks and Shares ISA customers, past and present, are in London (1.9 million) and the South East (1.9 million). On the other hand, the fewest subscribers can be found in Northern Ireland (183,000) and North East England (388,000).

There are currently 15.9 million people who have only ever invested in one or more Cash ISAs compared to just 2.6 million people who have only ever invested in one or more Stocks and Shares ISAs.

However, with Cash ISA rates in the doldrums this year, the market can expect people who have never bought into a Stocks and Shares ISA to do so this year.

As such, if five per cent of Cash ISA-only buyers were to take out a Stocks and Shares ISA this year, it would add 795,000 more customers to the pot. If 10 per cent did so, this would add 1.6 million new customers into the mix.

Enough to make any asset management head of distribution giddy at the knees. быстрые займы на карту взять займ онлайн на qiwiзайм рассрочказайм вива деньги