How Wealthy Are Residential Solar Customers?: Household Income and Solar Adoption in the U.S.

by Shayle Kann, Attila Toth

How wealthy are residential solar customers?

This question has surfaced repeatedly, most often when policymakers or regulators are considering solar incentives and/or changes to electricity rates. 

Previous analyses have attempted to answer this question by using ZIP code-level data on solar adoption. While these analyses provide valuable information, the methodologies employed do not account for the (sometimes wide) income variations within ZIP codes.

By contrast, this report from GTM Research and PowerScout presents – for the first time – household-level data on the relationship between residential solar and household income. While the findings are broadly consistent with previous research, a number of key differences emerge.

Overall Distribution of Solar Households vs. General Population in CA, MA, NJ and NY

Solar Homeowner Income by State

Download the free report below to identify the key differences and what might be driving them.

Shayle Kann Senior Advisor

Shayle Kann advises GTM Research, the market analysis, advisory and consulting division of Greentech Media. GTM Research analyzes and forecasts the dynamics impacting the transformation of the global electricity sector. An expert on next-generation energy, he has presented at conferences around the world, been featured in publications such as The Economist, New York Times, Wall Street Journal, Washington Post, Forbes, Bloomberg, Reuters, and Financial Times, spoken at Harvard, Yale, MIT and Columbia, and testified in front of the U.S. House of Representatives.

Attila Toth CEO, PowerScout

Attila Toth is the CEO of PowerScout, an AI enabled marketplace for smart home improvement projects. At, homeowners can learn more about smart improvements they can make to their home, such as rooftop solar and home battery systems, and get competing quotes from a curated list of high-quality home improvement contractors.

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