Residential Solar-Adopter Income and Demographic Trends: 2024 Update

The report describes income, demographic, and other socio-economic trends among U.S. residential rooftop solar adopters. The report is based on address-level data for roughly 4.1 million residential rooftop solar systems installed through 2023, representing 87% of all U.S. systems. With its unique size, geographic scope, and level of detail, this report is intended to serve as a foundational reference document for policy-makers, industry stakeholders, and researchers. 

Key findings include the following:

• The median income of households that installed solar in 2023 was about $115k/year, compared to a U.S. median of $75k/year for all households and $94k/year for all U.S. owner-occupied households.
• Compared to owner-occupied households in the same state, 2023 solar-adopter incomes were 7% higher in the median case, and in 10 states, median solar-adopter incomes were below the corresponding median income for all owner-occupied households.
• Roughly 49% of solar adopters in 2023 had incomes below 120% of their area median income (AMI), a threshold sometimes used to define “low-and-moderate income” (or LMI), while 26% were below 80% of AMI, often used to define “low-income”.
• Solar adoption continues to shift toward less affluent households over time, with the median present-day income of solar adopters dropping from $141k for households that installed systems in 2010 to $115k in 2023.
• PV systems installed in 2023 by households earning less than $50k had a median size of 6.4 kW, 33% were third-party owned, and 6% included battery storage, compared to corresponding values of 8.0 kW, 18%, and 14% for households earning more than $200k.
• Compared to all households in their respective state, solar adopters in 2023 were slightly more likely to be college educated and to live in rural areas; had higher home values; and were more likely to live outside a disadvantaged community (DAC), be middle-aged, identify as non-Hispanic white, work in a business or financial occupation, and own a single-family home.

In conjunction with the report, Berkeley Lab has published an updated accompanying set of online data visualizations that allow users to further explore the underlying data. Berkeley Lab is also offering related analytical support to states, local agencies, and other organizations on issues related to solar adoption among low-to-moderate income households; requests for analytical support may be submitted through this online form.