Aurora Solar report says homeowners want solar, but trust in the industry has declined

Aurora Solar has released its second annual “Solar Industry Snapshot.”

It found that more than half of homeowners said they believe solar is a good investment.

However, 75% of homeowners who do not have solar (but are interested) said overall system and installation costs are a big concern. Further, in 2023, 22% of homeowners said they were unable to find a trustworthy solar company.

In 2024, the numbers doubled: 44% of respondents said it is difficult to determine which solar companies are trustworthy. Only 10% of homeowners had battery storage, and they overwhelmingly did not understand net-energy metering (only 16% were familiar with the term).

This report examines early 2024 U.S. residential solar trends through three unique data sources: Aurora’s solar projects database of more than nine million projects over the past two years; a survey of 1,000 U.S. homeowners about their solar adoption behaviors and motivations; and, a survey of 500 U.S. solar professionals on the state of the industry.