2025 Solar Industry Snapshot

Jump to: Homeowner data, Business owner data, Solar professional data, Aurora and HelioScope data, Methodology

This year, our third-annual Aurora Solar Snapshot Report dives deep into the current landscape, tracking how homeowners, business owners, and solar professionals are adapting to new challenges, and identifies where there are long-term opportunities. While economic headwinds remain, the data makes one thing clear: Demand for solar isn’t going anywhere.

Solar demand is adapting, rather than declining. Financing trends are evolving, with more than half of installers saying that customers are turning to third-party ownership (TPO) models like leases and power purchase agreements (PPAs). Battery storage is surging, driven by both cost savings and concerns over grid reliability, with 78% of installers reporting increased demand. Meanwhile, businesses are increasingly looking at solar to protect against rising electricity costs, with 57% listing monthly bill savings as a top reason for adoption. As installers refine their strategies and financing solutions improve, 2025 is shaping up to be a year of adaptation and opportunity.

Policy remains another major driver for solar, albeit a complicated one. The Inflation Reduction Act (IRA), now in its third year, remains one of the most powerful policy drivers for solar adoption, but awareness still lags among homeowners. While businesses largely embraced IRA benefits, our survey data shows homeowners remain unclear on how to use the incentives. Nearly 40% of respondents admitted they don’t know how to take advantage of the IRA, despite its generous 30% tax credit for solar, storage, and more. 

This gap isn’t just a challenge — it’s an opportunity. Installers who educate customers about IRA benefits have a competitive edge. Homeowners who are aware of the IRA are twice as likely to say they are actively seeking ways to take advantage of it (60%) compared to those who are unfamiliar with it (30%). The more homeowners understand the IRA, the more likely they are to go solar.

Beyond costs and incentives, another trend is driving solar adoption: the need for energy resilience. A growing number of homeowners believe the grid is becoming less reliable — extreme weather events and outages are pushing more people toward energy independence, and installers are taking note. Battery storage interest surged, with a majority of the homeowners we surveyed citing backup power as a major reason for considering solar and storage. For businesses, the equation is similar: Power outages mean lost revenue, and the ability to generate and store electricity is a compelling financial strategy.

The key takeaway is clear: Solar remains one of the best long-term bets in the energy space. While 2024 was difficult, the underlying demand drivers — rising electricity costs, energy security concerns, and policy incentives — are still firmly in place. Residential system sizes are shifting, financing models are evolving, and the IRA continues to fuel interest. Ultimately, the data in this report tells a compelling story: While the solar market changed, installers who guide customers through financing and help both homeowners and businesses take advantage of incentives will be the ones best positioned for the industry’s next growth phase.

The solar coaster is still climbing.

The question is: Who’s ready for the ride?

There’s no way to sugarcoat it: 2024 was a tough year for solar. With high interest rates and policy uncertainty, the number of new residential solar installs fell almost anywhere you looked. 

But there’s another truth that the data in this report makes equally clear: The long-term outlook for solar remains incredibly positive.

We asked homeowners a range of questions about their solar experience, and there were a number of positive signs — including policies like the Inflation Reduction Act (IRA), increased interest in storage and whole home electrification, continued desire for energy independence, and even more awareness of climate change. 

There’s also some clear work to do, especially around building trust with homeowners, educating them about solar’s benefits, and getting creative in a time when interest rates are still high.

What exactly is motivating homeowners to consider solar? What’s holding them back? Where can solar installers step in and clear a path? Let’s look at the data.

The growing interest in residential solar: Overcoming barriers & seizing opportunities

Despite market challenges, solar remains an attractive investment for homeowners. We asked respondents to rank their top three motivations for installing solar, and the results confirm what the industry has long known.

While cost savings remains the main driver for going solar, the data also reveals the full spectrum. And you can’t group everyone into one bucket. Sure, cost savings is likely high on every homeowner’s list, but getting to know customers and learning all their motivations can help tailor your pitch and close more deals. 

Key takeaways:

• Cost savings is still the dominant driver, but energy independence and environmental impact are also major factors
• Younger homeowners (Millennials & Gen Z) are more likely to see solar as a long-term investment
• Tailored messaging matters — installers should identify a homeowner’s unique motivation and adjust their sales approach accordingly

Now that we have the high-level view, let’s dive into some details.

The IRA is a huge opportunity, but awareness gaps remain

The data:

• 41% of respondents were familiar with the IRA’s benefits (up from 31% in 2023)
• 60% of respondents would like to take better advantage of the IRA’s benefits — whether they’re familiar with the specific benefits or not
• 40% of respondents still don’t know how to take advantage of the IRA
• Just 14% of respondents want the IRA to be repealed — signaling broad support across political lines

Federal incentives like the IRA continue to shape the solar market, but awareness remains a challenge. That being said, homeowners overwhelmingly want the IRA to remain in place, showing that they’re ready to take advantage of its benefits — provided someone can show them the way.

Key takeaways:

• Installers who can clearly explain the IRA’s financial benefits have a huge sales advantage in 2025
• Homeowners who understand the IRA are twice as likely to actively seek ways to use it
• There is a massive education gap — bridging it can turn hesitant buyers into solar adopters

Battery storage isn’t just about backup power: It’s an investment

The data:

• Only 1% of respondents said they had no interest in battery storage
• 69% of homeowners were interested in battery storage to help lower their energy bills — surpassing resilience (56%) as the top benefit
• 72% are concerned about battery lifespan and replacement costs, showing that better education on warranties and ROI is needed

The demand for solar + battery storage is evolving. While energy resilience remains important, financial motivations are becoming a key factor. What changed?

• Before: Storage was primarily about keeping the lights on during grid failures
• Now: Homeowners see it as a cost-saving tool, especially in states where net-metering policies changed (e.g., NEM 3.0 in California)

One of the most important trends in the solar industry over the past year has been the increase in storage attach rate. Thanks to NEM 3.0, for example, Berkeley Lab found that by late 2024, California had a 60% battery attachment rate on residential solar projects compared to only 10% before 2023. 

And it’s not just California. With many states revising net-metering policies to be less solar friendly, installers are seeing high storage attach rates across the country.

This represents a real shift in how storage is used. While it has traditionally been a sale around energy resilience — keeping the lights on during outages — in many places storage can now deliver real ROI. And homeowners are starting to take notice.

Key takeaways:

• In net-metering states, lead with the cost-savings story — storage maximizes ROI
• In storm- and/or disaster-prone areas, focus on energy security and resilience
• In some areas — especially California, Florida, and Texas — solar professionals will have more nuanced conversations around shifting policy changes and extreme weather

Homeowners care about extreme weather & climate change

The data:

• 60% of respondents believe “extreme weather events and climate change are impacting my area,” up from 41% in 2024
• 56% of Republicans and 67% of Democrats agreed with the statement 
• 57% of homeowners listed “reducing my environmental impact” as one of their top 3 motivations for going solar

A relatively new motivating factor is also emerging, and it’s one we’ve all heard of: climate change.

And it’s not a political issue anymore — well over half (56%) of Republicans and two-thirds (67%) of Democrats agreed with the statement. There’s also not much difference when it comes to the homeowner’s age. At least 55% of people in every generation, from Baby Boomers to Gen Z, agree that climate change is impacting their life.

What does this mean for installers? As we’ve seen, solar is still largely a money-saving purchase (63% listed this as a top reason), but more and more people are becoming aware of, and caring about, the effects of climate change. 

Key takeaways:

• While saving money is still key, be prepared to tout environmental benefits
• Personalization has never been more important. Learn about each customer to determine which solar benefits resonate most with them

Solar is bipartisan — period

The data:

• 47% of Democrats and 55% of Republicans listed utility bill savings as their #1 factor for going solar 
• Reducing their environmental impact is a bigger driver for Democrats (18% selected it as #1 reason) than for Republicans (9%)
• Of those interested in solar, 39% are Republican homeowners and 38% are Democratic homeowners

It can be tempting to draw conclusions about people and their motivations without having data. One overarching finding of this study is that solar transcends political views.

Starting from the very first question — “Do you have, or are you interested in, solar on your house?” — when we split it out by political party, the results are stunningly similar. In fact, our survey of 1,039 people yielded 394 Democrats and 408 Republicans without including any selection criteria for political party. What’s more, 22% of both Republicans and Democrats in the sample already had solar on their home, while 78% were interested but had not yet installed solar.

As we can see in the chart below, the top motivations for going solar is remarkably similar, regardless of political party… with one slight exception. While both Republicans and Democrats acknowledge being affected by climate change, just half the percentage of Republicans list reducing their environmental impact as their primary reason for going solar when compared to Democrats (9% vs. 18%).

Solar transcends political divides. And in large part, people in both major political parties have similar motivations for choosing solar. Democrat, Republican, Independent — everyone likes saving money and appreciates energy resilience. While different audiences may respond to different messages — some prioritizing savings, others focusing on sustainability — the value of solar remains universal.

This is more than just a market opportunity — it’s a chance to push the industry forward. The solar community must advocate for policies and programs that make solar accessible to all. As demand continues to grow, ensuring solar remains accessible and widely supported will be key to its long-term success.

Key takeaways:

• Cost savings is still the #1 motivator across all political affiliations
• Republicans are more motivated by energy independence, while Democrats prioritize independence and environmental impact equally
• The industry should frame solar as an economic and energy resilience investment first, with climate benefits as a secondary motivator

Homeowners find it hard to trust solar professionals

The data:

• 41% find it difficult to determine which solar companies are trustworthy (up from 22% in 2023)
• 67% prioritize strong warranties and support services when choosing an installer
• 55% say positive customer reviews are critical to their decision-making process

Solar remains an attractive investment, but trust in solar companies has declined. High-profile cases of misleading sales tactics and failed installations made consumers more skeptical than ever.

Trustworthiness of solar companies jumped to the top concern among people who had already installed solar and came in third for those who are interested but haven’t yet installed. No doubt the high-profile media reports about bad actors in the solar industry — as well as stories from unsatisfied customers — played a part.

In 2023, just 22% of homeowners were concerned about finding a trustworthy solar company. In 2025, 40% of respondents had concerns about the trustworthiness of solar companies, with an additional 20% noting they heard of poor experiences with solar installers from friends, family, and/or online forums.

This helps explain why “warranty and general maintenance” was the #1 concern about the solar install process among those who don’t yet have solar.

When it comes to actually selecting an installer, strong warranty support jumps to 67%, while  proven technical expertise (56%), and positive customer reviews (55%) are also very important. Baby Boomers currently in the process of purchasing or interested in installing solar panels value strong warranty and support services the most (75%), followed by Gen X (68%), Millennials (60%), and Gen Z (49%).

There’s a theme here that’s worth noting. For those in the industry, installing solar is an everyday thing, it’s routine. To homeowners? It’s a big financial decision — and likely one that not many of their friends, neighbors, or family members have made.

We see in the data that the most valuable information for homeowners when deciding to go solar is savings estimates and other financial concerns. Then, when actually choosing an installer, the three most important things are warranty, reviews, and technical certifications. These can all be looked at as validators: reasons to believe you’re not making a big mistake — and assurances that your purchase is protected.

Key takeaways:

• Increase transparency: Make financing, warranties, and contract terms crystal clear
• Strengthen referrals and case studies: Peer recommendations carry more weight than ever
• Invest in certifications and quality assurance: Homeowners are wary of fly-by-night installers

Homeowners need better tools and information to choose solar

Even with strong demand, many homeowners still struggle to navigate the solar buying process. How can installers help guide them through it? Here’s the information homeowners themselves say is most useful.

The data is clear: Homeowners overwhelmingly want solar. It crosses age, income, gender, and, yes, even political affiliation. The overwhelming takeaway from our research, year after year, is that homeowners are interested in solar, battery storage, and whole home electrification.

It’s up to the solar community to translate that interest into installs. Building trust, helping to educate consumers, and making it as easy as possible to buy will go a long way toward this goal.

Business owners have many reasons to go solar. Just like homeowners, the #1 driving factor remains cost savings, but the decision can be more nuanced for businesses. They generally have more complex taxes than individuals, and businesses may get some benefits to their reputation from being perceived as more “green.” And that’s just the beginning. 

But, many businesses remain hesitant about solar due to a lack of clarity on costs, ROI, and financing options. Solar installers — which for commercial and industrial installs are often developers — have a unique opportunity to bridge this knowledge gap, build trust, and guide businesses through their purchase and install.

Let’s look at what’s driving business owners to install solar, how they choose an installer, what’s holding them back, and what solar installers can do to help. 

Solar policy: Businesses want stability 

The data:

• 52% of business owners say their business would be negatively impacted if the IRA were repealed or reduced
• 78% would like to make better use of the IRA’s benefits
• 71% benefitted from the IRA for upgrades that aren’t solar-related, such as electrification

The IRA remains a widely recognized and utilized policy among business owners, and they want to keep it that way: 57% of business owners want the IRA to remain in place. Notably, 78% of businesses want to take better advantage of IRA benefits, and 71% already benefited from the IRA in other ways, such as electrification. These numbers highlight that commercial property owners are generally more aware of IRA benefits than homeowners, signaling an opportunity for targeted sales efforts.

Business owners largely aren’t concerned about losing access to incentives. This is true even in states with fluctuating energy policies, with only 20% of all business owners surveyed indicating concerns that federal incentives won’t be available when they go solar. This could simply be that business owners don’t fear incentives will actually be repealed. It also shows the appeal beyond cost savings, with many companies turning to solar to safeguard against utility price volatility and power outages.

So, even while energy policies can and will shift, businesses recognize solar provides long-term energy cost certainty in an increasingly uncertain world, and ensures their operations can continue even if the grid goes down.

Cost savings still matter 

The data:

• 76% of respondents find a payback period of 9 years or less financially attractive, with the largest segment (35%) comfortable with 6-9 years
• The bigger the company by annual revenue, the more likely it is to have already installed solar
• Companies generating less than $100-500 million annually (53%) are the most concerned about affordability. Those making $5-10 million annually are actually the least concerned (35%)

When given multiple choices, 63% of commercial property owners were most motivated by cost savings or potential gains — monthly bill savings, tax incentives, long-term investment, or increasing property value. This shows the universal truth: Financial benefits remain a critical factor in the solar decision-making process.

They also see it as a long-term commitment, with 47% indicating solar is an investment that will eventually pay for itself. Yet, that “eventually” can’t be too long: 76% of respondents find a payback period of 9 years or less financially attractive, with the largest segment (35%) comfortable with 6-9 years. 

For businesses with $100M to $500M in revenue, the average acceptable payback period is about 7 years, whereas businesses with $5M to $10M revenue prefer a payback period of 6 years on average. No respondents found payback periods beyond 15 years financially viable.

All of this underscores the need for competitive financing and tax incentives to ensure that solar projects can offer an attractive return within these expected timelines.

Provide cost transparency and financing support

There’s no way around it, any investment as significant as a solar installation is going to come with cost concerns. And with solar most likely to be financed in some way, these concerns extend to financing options — including loans, leases, and PPAs. The more financing options, and the more informed an installer is about each, the better.

Key takeaways:

• Provide side-by-side financing comparisons — including payback period — to clarify the best options
• Help businesses navigate tax credits and depreciation incentives with expert guidance
• Deliver bankable production estimates and financial analysis so clients can more easily secure financing
• Showcase case studies of similar businesses that successfully used financing to go solar

Environmental impact and climate change concerns shouldn’t be ignored

The data:

• 67% of all businesses in the survey believe climate change is impacting their operations
• 22% of businesses that already have solar cited reducing environmental impact as their primary reason for going solar
• 58% of businesses that have not installed solar yet cited reducing environmental impact as one of their top 3 reasons for going solar
• 54% cited energy independence as one of their top 3 reasons for going solar

One of the most surprising findings from our survey was that 22% of business owners that already have solar selected reducing their environmental impact as the #1 reason for purchasing solar panels.

For business owners, climate change concerns play a significant role in the decision to go solar, no matter what region they are in: 73% of businesses in the West agree climate change is impacting their business, along with 69% in the South, 65% in the Northeast, and 62% in the Midwest.

Speak to business owners’ primary motivations

While financial considerations are the top motivation for businesses considering solar, reducing their environmental impact and increasing energy independence follow close behind. Reminding them of how solar supports these goals in the sales process can help you close more deals.

Key takeaways:

• Highlight the environmental impact of installing solar in your proposals
• Explore options for making your clients more energy independent
• Promote the environmental impact and energy independence of systems your company installed

Trust in solar installers is a major concern for business owners

The data:

• 51% of businesses interested in solar have concerns over the trustworthiness of solar installers, followed by overall system and installation costs (44%)
• 54% of business owners in the process of purchasing solar said the most important factor in selecting an installer is positive customer reviews, ranking above transparency in pricing (42%)
• For business owners who already purchased solar, customer reviews were less important (37%), with factors like overall system and installation costs (49%) and warranty/support (46%) ranking higher

These findings suggest that trust is a significant factor when companies are making the decision to go solar and choosing an installer. And business owners are going right to the source when it comes to getting information on a potential installer: other customers. 

Once businesses make the decision and select an installer, they tend to prioritize cost considerations and system compatibility.

So, when you’re selling to a potential customer, it’s important to remember that the solar community needs current happy customers to bring those new ones in. This means that when the sale ends, the work isn’t over. Make sure costs come in as promised, the install remains on time, and your crew is respectful to the customer (and their neighbors) while on site — and communication is clear throughout the process. It’s a tough balancing act, given the fact that one solar professional can’t control every aspect of a project — from sale all the way through install — but the right tools and technology can help. 

Build trust

While it may be a few bad apples spoiling the bunch, the trustworthiness issue creates an opportunity for installers to show they deserve that trust. Hard data and good references can set you apart from the pack. 

Key takeaways:

• Use third-party data and case studies to validate performance and reliability
• Offer long-term O&M (Operations & Maintenance) contracts to ease concerns about system upkeep
• Present track record of successful commercial installations to build credibility
• Review designs, production estimates, and proposals in detail with your clients to give them confidence in your estimates
• Incentivize happy customers to leave reviews; referrals can pay off in the long run

Business owners are driving solar growth, but trust, education, and cost remain key barriers

The data shows solar still has great potential among business owners, but their motivations differ from homeowners’. 

While cost savings is the major driver, environmental impact and energy independence ranked almost as high. While trust in solar companies remains a significant barrier for half (50%) of all business owners, those who moved forward to install tended to prioritize system cost first — likely because they found a trusted installer and moved forward.

One key takeaway is the same for both groups, though: Customer education is key.

2024 tested the solar community. High interest rates made homeowners and businesses hesitant to commit, shifting net-metering policies added uncertainty, and broader policy questions loomed over the industry. Yet, despite these challenges, optimism remains. 

This year’s survey reveals solar professionals are adapting, determined to guide customers through an evolving landscape. In this section, we’ll explore their outlook for 2025 and the strategies they’re using — from financing options to customer education and more — to keep the solar market growing.

Inflation Reduction Act (IRA) & policy impact

Financing and incentives go hand in hand in the solar sales process; educating the homeowner or business owner on the benefits they are eligible for is essential. Overall, installers feel the solar and electrification benefits made available through the IRA spurred interest, but installer feedback suggests many customers remain unaware of available incentives, and policy uncertainty continues to be a challenge for solar pros looking to close a sale. 

• 50% noted increased interest in solar due to IRA incentives; this is about same compared to 2023 (48%)
• 70% of installers familiar with the IRA believe a repeal would negatively affect their business
• Awareness decreased slightly over time: In 2023, 79% were aware of the IRA. In 2025? 70%
• This year, we also asked installers if they “were not sure if [my] business would benefit from the IRA” — 20% said yes. 
• The majority of installers (60%) believe that homeowners are not aware of the benefits of the IRA

Additionally, state policy changes, including the decline of net-metering incentives, are affecting demand. While 34% of installers reported increased solar demand due to state policies, 23% saw a decline, particularly in states that reduced net-metering compensation.

Energy resilience as a driver for solar

For the past three years, installers consistently pointed to a need for energy resilience concerns as a major motivator for solar adoption. From 2023 to 2025, installers said:

• 79% of installers saw an increase in energy storage paired with solar 
• The story remains the same for the amount of interest in solar due to the adoption of EVs by homeowners at about 78%
• There was a slight decrease in interest in solar due to natural disasters, falling 5%, from 65% in 2023 to 60% in 2025.
  • California: 77% noted increased interest in solar following natural disasters 
  • Gulf: 76% noted increased interest in solar following natural disasters  
  • Northeast: 41% noted increased interest in solar following natural disasters 

Solar plus storage continues to grow

One area where installers saw a large increase in interest was in storage attach rate: 78% of installers reported an increased interest from homeowners in pairing energy storage with solar installations — including 42% reporting a “large increase.” 

As you would expect, there were large regional differences, with this trend being driven by policy changes like NEM 3.0 that make battery storage a cost-saving investment (in addition to the usual backup model). For example, in the West — a large part of which is California — a whopping 89% of installers indicated increased interest in solar + storage.

This is a real bright spot, and one we should expect to continue, as utilities and regulating organizations increasingly adopt time-of-use rates and variable export rates, and other policies that: 1) decrease the price homeowners get for solar power they export during daylight hours, and 2) increase the cost they charge homeowners for electricity during peak times.

The growing challenge of solar financing and how installers can lead the way

The financing challenge

High interest rates have changed how homeowners and businesses approach solar financing. Gone (for now) are the days of low-interest solar loans, making affordability a top concern in the decision-making process. Survey data shows cost remains a hurdle to solar adoption:

• 23% of customers abandon projects due to cost concerns
• 10% walk away over uncertainty about ROI
• 7% cancel because they can’t secure suitable financing

The shift toward third-party ownership (TPO)

As traditional loan financing becomes less attractive, third-party ownership (TPO) models like leases and power purchase agreements (PPAs) are filling the gap. More than half of installers (51%) now report that their customers prefer TPO over cash or loan financing.

Why? TPO offers:

• No upfront cost: removing the biggest financial barrier.
• Predictable payments: making budgeting easier in a high-rate environment.
• Simpler qualification: helping more homeowners get approved.

This shift underscores a new sales reality: Installers who clearly explain TPO options are more likely to convert more hesitant customers into buyers.

The U.S. solar market faced headwinds in 2024, particularly due to high interest rates and shifting net-metering policies. However, there are still strong opportunities for solar installers to focus on in 2025. Below is an analysis of the trends from Aurora (residential) and HelioScope’s (commercial) combined 7,000+ customers, highlighting areas where solar professionals can find growth.

Aurora residential solar trends: system size and PPW shifts

• Mean residential system size: 7.6 kW in 2024 (-9% YoY)

Homeowners may be opting for smaller systems due to cost concerns, which could be a strong opportunity to sell battery storage for energy resilience and long-term savings.

• PPW decreasing nationally: national mean PPW: $3.74/W (-7%)

The 7% drop in the national mean PPW to $3.74/W, could indicate a reduction in the hard costs, despite potential homeowner sentiment. 

Residential solar opportunities in 2025

• Battery storage demand growing: Battery add-ons surged +67% YoY in 2024, presenting a strong upsell opportunity.

With homeowners opting for smaller systems, storage solutions are increasingly attractive for energy resilience and long-term savings.

• Competitive pricing strategies: Lower PPW can indicate cost reductions, but also margin pressure.

Installers should differentiate through financing solutions, premium offerings, and performance guarantees.

HelioScope commercial solar trends: system size and PPW shifts

System Size and PPW Developments

• Median Commercial System Size: 340 kW (-25% YoY)
  • Smaller projects (<300 kW) remain a core market segment
• PPW Declining Across Regions:
  • National mean  PPW: $2.30/W (-11%)

Commercial solar opportunities in 2025

• Emphasizing Smaller Project Demand: While large PPA projects grab attention, most commercial demand remains in sub-300 kW installations

Smaller rooftops across industrial and commercial sectors present steady opportunities.

• Competitive Positioning in a Lower PPW Market: As hardware costs decline, project economics improve, allowing for expanded market reach

Installers should focus on financial solutions, such as PPAs, tax credits, and energy cost savings messaging to differentiate themselves.

Installers who adapt their strategies — focusing on financial solutions, storage, and high-growth regions — will be well-positioned for success in 2025.

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This report was informed by multiple data studies:

Coleman Parkes Homeowner and Business Owner Study

Aurora Solar commissioned Coleman Parkes, an independent market research company, to conduct the research. Two distinct surveys were employed using an online (CAWI) methodology, ensuring a broad, representative sample of participants.

• Commercial Property Owner Survey:
  This survey targeted 500 business owners in the United States who own businesses with annual revenues of $5 million or more and operate directly from their site(s). All participants were pre-screened to exclude those who rejected the idea of adopting solar panels. The objective was to capture insights from businesses that are both financially capable and open to solar solutions. The fieldwork for this survey was conducted between January 16 and January 31, 2025.
• Homeowner Survey:
  The homeowner survey included 1,039 participants across the United States, specifically targeting individuals who were not opposed to the adoption of solar panels. This group was selected to ensure responses were relevant to those considering or open to solar energy solutions. The fieldwork for this survey was conducted from January 7 to January 10, 2025.

Note: there were 1,001 respondents screened out due to lack of home ownership, their property already had solar, or they were not interested in purchasing solar. 803 people were not interested in solar. 

Both surveys were designed to gather comprehensive insights into the current attitudes toward solar energy, with a focus on participants’ willingness to engage with solar solutions. The methodology ensured that only individuals who were not outright dismissive of solar technology were included, offering valuable perspectives on adoption potential.

Dynata Homeowner Survey

Homeowner insights referenced from 2023-2024 for this report were obtained via a survey of 1,000 U.S. adult (18+) homeowners who had expressed interest in solar, and was conducted by Dynata in January 2024 and January 2023. As the world’s largest first-party data company, Dynata has a global reach of more than 62 million consumers and business professionals, fully permissioned with billions of verified data points. Dynata uses a variety of online sample sources and recruitment measures to invite its respondents and panelists for survey research participation.

Aurora Solar Proprietary Data Study

Findings pertaining to Aurora Solar’s system size and pricing data examine residential and C&I projects created in Aurora and HelioScope between 2021 and 2024, with the following parameters:

• The state region is based on U.S. Census Regions.
• Project size looks up the median size of projects designed in Aurora and HelioScope. Since each project may contain multiple designs, only the most recent design is used.
• Project pricing looks up the median price per watt (cash price) of projects quoted in Aurora and HelioScope. Excludes outliers.

Note: A residential project is one that is marked as “residential” by the user and has a system size of 50kW or less.

Qualtrics Residential Solar Professionals Survey

Residential solar professional insights for this report were obtained via a survey of 900 U.S. solar professionals conducted by Aurora Solar. The online survey was distributed via Qualtrics in February 2025 with built-in quality checks to monitor attention and response time. The target population for this study was defined as U.S.-based professionals actively involved in the residential solar industry, including roles in sales, design, operations, marketing, engineering, installation, and C-suite.
Confidence Interval calculated at 95%