An attitudinal study of the home market for solar devices. Technical report Mar--Sep 77

This study estimates that 1.1 million American residences would have home and hot water heated with solar energy by 1985 if the total cost averaged $20 a month more than the cost of heating with fossil fuels, and initial costs were no barrier. An additional 7.2 million homes would have hot water alone heated with solar energy by 1985 if the total cost was $5 a month more. These are fairly favorable cost assumptions under current conditions. Almost half (44%) of potential homeowners surveyed would prefer to have their living spaces and hot water heated with solar energy if the total cost averaged $20 per month more than conventional heating and initial costs were no barrier. Although interest runs high, for various economic and technical reasons only about 1 in 75 American families may have both their home and water heated with solar energy by 1985. Any development that makes solar energy cost-competitive with fossil fuels for home heating will increase the level of market penetration. Another key to how quickly Americans will have solar homes is how fast builders and developers use solar energy in new homes and can assure good performance.