Solar Market and Cost Analysis

LBNL's ~Annual Residential Solar-Adopter Trends Report Compared to the General Population, 2021 Solar Adopters Tend to Have or Be... Primarily English speaking Non-hispanic white Business & financial jobs Middle-aged More educated 11% more likely to prefer English, compared to their state average 15% more likely to identify as non-hispanic white, compared to their state average 18% more likely to work in a business or financial job, compared to the U.S. average Source: Forrester et al. 2022 23% more likely to fall within 35-55 years old, compared to the broader U.S. adult population 27% more likely to have to have a college degree, compared to the U.S. average Higher home values Higher income More rural 35% higher than their respective county median 54% higher than their respective county median 65% more likely to live in a rural area, compared to their state average These skews all generally trend closer to national averages, with the notable exceptions being Black (non-Hispanic) households, which remain steadily underrepresented and rural households which are consistently overrepresented during the past several years.

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