Behind the Meter

Franklin Energy conducted a nationally representative study of U.S. homeowners to uncover what truly drives electrification adoption and what stands in the way.

The findings reveal an important disconnect between customer interest and customer action. More than 45% of respondents expressed interest in adopting several advanced electric technologies, yet purchase likelihood remains moderate. Cost matters—but the research shows the barriers go much deeper, encompassing timing, perceived value, technology confusion and the realities of homeowners’ existing properties.

The study also uncovers a significant opportunity for utilities. More than 40% of homeowners indicated a willingness to allow utilities to control devices such as smart water heaters, EV chargers and battery storage when the right incentives and opt-out options are provided. Among likely equipment buyers, willingness to participate rises dramatically.

Download this paper to discover:

• What really drives and prevents electrification adoption
  
  

• Why homeowner education needs to go beyond simple awareness
  
  
• Which incentives, messages and program structures resonate most
  
  
• How customer segmentation can identify high-potential participants
  
  
• Why resilience, reliability and control can be stronger motivators than efficiency alone
  
  
• How electrification can create a pathway to demand response, load management and scalable VPP participation