A recent survey by the Smart Energy Consumer Collaborative (SECC) reveals substantial homeowner interest in solar-plus-storage programs, with approximately 68 percent of U.S. homeowners indicating they would consider participation if systems were installed at minimal or no cost, offered grid management benefits, and provided financial incentives for battery-discharged electricity. This finding underscores a significant market opportunity for distributed energy resources and signals a growing consumer readiness to engage as 'prosumers' within the evolving energy landscape.

The report, titled “Shining a Light on Solar + Storage: Consumer Interest and Expectations,” surveyed 1,168 single-family, owner-occupied homeowners across the United States. Key motivators for interest in rooftop solar included long-term electricity bill savings (36 percent), leveraging renewable energy (27 percent), enhancing home resiliency (25 percent), and increasing property value (24 percent). These diverse drivers indicate a holistic consumer perspective that extends beyond purely financial considerations to encompass environmental and reliability benefits.

Notably, the survey highlighted the pivotal role of electricity providers in consumer preferences for solar installation. A significant 39 percent of respondents preferred installation by a company recommended by their electricity provider, while 31 percent favored direct installation by the provider itself. Only nine percent opted for a third-party installer, emphasizing the high level of trust consumers place in their incumbent energy utilities. Nathan Shannon, SECC President & CEO, commented, “Electricity providers are widely seen as trusted partners in installing these technologies and are well-positioned to assist consumers in their ‘prosumer’ journeys, which can ultimately be a win-win for consumers and electricity providers alike.”

Beyond market adoption, integrated solar photovoltaic (PV) and battery energy storage systems (BESS) hold profound implications for addressing energy insecurity, a pervasive issue affecting many low-income households in the United States. Energy insecurity, defined as the inability to afford basic energy needs, often forces households into energy-limiting behaviors, such as setting thermostats to unsafe temperatures or reducing appliance use, to manage high utility bills. While government assistance programs exist, their income-based eligibility criteria frequently exclude households that engage in such coping mechanisms, masking their true energy burden.

Research published in Communications Earth & Environment demonstrates that rooftop solar and energy storage systems can offset up to two-thirds of the bill savings achieved through severe energy-limiting behaviors. By providing long-term bill relief, these systems offer a sustainable solution that complements existing assistance programs, enabling occupants to maintain comfort and dignity in their homes without sacrificing other essential needs like food or medicine. This approach not only alleviates financial strain but also promotes energy equity, ensuring that the benefits of clean energy technologies are accessible to all segments of the population, particularly those most vulnerable to energy poverty.