Dive Brief:

• Solar companies can cash in on the American consumer's interest in solar power, but only by overcoming the perception that the panels are prohibitively expensive, according to a new study reported by Breaking Energy.
• The EnviroMedia poll found 48% of American homeowners say they have not considered adding solar panels to their home to offset some of their electricity use and 70% perceived price as a barrier.
• The study also revealed opportunities for utilities: Only 9% of respondents said they currently participate in a renewable energy or green power option with their electricity provider, though 69% said they might be interested.

Dive Insight:

The cost of solar energy and solar panels continues to drop, but American consumers may not be aware. And according to a new national poll by EnviroMedia, opportunity abounds for installers and utilities who can bridge that perception.

“It’s no surprise we found 70 percent of Americans perceived ‘cost’ was a barrier to installing solar panels,” said EnviroMedia president and behavior change expert Kevin Tuerff. “Consumers are probably unaware of the plummeting cost of solar power, and most have never heard of solar leasing.”

The poll is strongly supportive of leasing programs, indicating panel installers can cash in if they offer homeowners installation for little or no money down and a low monthly fee. "Americans are definitely or somewhat interested in new solar leasing programs offering just that kind of price structure," according to a statement released with the poll.

“Americans need basic education about where their electricity comes from and how clean energy works,” said Tuerff. “Unfortunately, only one-third of Americans said they definitely know the fuel source of their electricity, so we’ve got a ways to go.”