A worker secures a solar panel to a rooftop during a SolarCity residential installation (Bloomberg)

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.

Derick Lila
Derick is a Clark University graduate—and Fulbright alumni with a Master's Degree in Environmental Science, and Policy. He has over a decade of solar industry research, marketing, and content strategy experience.

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