Heat Pump Awareness and Perceptions Research

Wave 2 - December 2024

Contents

Quantitative Survey Background and Methodology

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- What are homeowners' relationship with their current heating & cooling solution?

- When and how often do consumers (re)evaluate their heating solution, and what drives this reevaluation?

- What are perceptions (and understanding) of heat pumps generally, and of mini-splits specifically?

- How critically do homeowners think about their energy consumption and environmental impact?

- How often do homeowners purchase or consider purchasing rebate-eligible products?

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An online survey was completed among homeowners across the country.

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In order to qualify for this research, homeowners must:

• Own their primary residence.
• Be responsible (or share responsibility) for home upgrade decisions.
• Not work in heating & cooling, construction, real estate, or other related fields.
• Have a household income of $200k+.

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IN WAVE 1 (fielded December 2023): 792 homeowners completed the survey

IN WAVE 2 (fielded November 2024): 788 homeowners completed the survey

(Where appropriate, data from Wave 2 has been compared to Wave 1 to see how perceptions have changed over time)

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Key Research Questions

Methodology

In December 2023, research was conducted among homeowners across the country to measure awareness and perceptions of heat pumps. A second wave of this research was conducted in November 2024 to get another pulse, and to see how perceptions have changed.

Tl;dr Findings

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1. The vast majority of homeowners (92%) are aware of heat pumps, and over half (55%) say they have (or previously had) a heat pump.

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• But most don’t know of mini-splits. Only 6% believe mini-splits to be a type of heat pump, and only 48% of homeowners say they’re familiar with mini-splits at all, vs. 82% who are familiar with central heat pumps.

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• Despite confusion over heat pump terms, perceptions of this solution have improved since last year, with significant increases in perceptions of heat pumps being a good option for heating and cooling the home, giving customers more control, and being for people like me, among others.

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• Most (70%) would find ductless heat pumps to be an appealing solution if they were in the market for a new solution.

Awareness and Understanding of Heat Pumps

Perceptions of Heat Pumps

Awareness of Rebates and other Heat Pump News

• 34% of those aware of heat pumps recall seeing or hearing something about rebates, up from 31% last year.

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• On average, those who remember anything about rebates recall them being worth $1,837, on average. Though only 41% who recall rebates had an estimate.

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• Only 9% recall recently seeing or hearing something about heat pumps other than rebates, most often ads (41%). Among the rest, 33% recall seeing/hearing something positive, vs. just 7% seeing/hearing something negative.

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• Only 25% of homeowners are very satisfied with their current HVAC.

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• Homeowners most often cite inconsistent temperatures throughout the home and high costs as HVAC pain points.

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• 62% have considered making changes to their HVAC in the past, up from 59% last year.

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• 71% have purchased or considered purchasing sustainable or environmentally conscious products that are eligible for rebates.

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• And among this group, 86% say rebates or tax incentives were a factor in their consideration, though it was the main reason for purchase (or consideration) for just 9%.

Satisfaction with & Reevaluation of Current HVAC

Past Purchase of Rebate-Eligible Products

Sustainable Lifestyle Choices

• Most (79%) make at least some effort to limit energy consumption. And more than nine in ten (91%) who find mini-splits appealing do so.

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• Similarly, most (73%) make at least some effort to help fight climate change, while even more (88%) of those who find mini-splits very appealing do so.

Tl;dr Findings

Awareness and Understanding of Heat Pumps

Most homeowners are aware of heat pumps, and over half have lived in a home with a heat pump.

Gap*

Wave 1

Wave 2

Homeowners aware of heat pumps (NET)

92%

91%

Awareness of and Familiarity with Heat Pumps

Q6. What type of heating do you have in your home?

Q7. What type of air conditioning or cooling do you have in your home?

Q13. What is your level of familiarity with heat pumps?

*Gap represents the difference between Wave 2 and Wave 1, positive numbers reflect increases since Wave 1.

n=792

n=788

But few homeowners know what mini-splits are, or how this term relates to heat pumps.

*An additional 8% of homeowners are not familiar with heat pumps at all.

And, nearly one half of homeowners (46%) are not familiar with mini-splits at all, despite being familiar with heat pumps more generally.

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Only 6% of homeowners identified mini-splits to be a type of heat pump. Even among those who have a heat pump, only one in twenty (20%) believe this to be the case, with more homeowners (28%) believing mini-splits and heat pumps to refer to totally different solutions.

Understanding of “Mini-Splits”

and “Heat Pumps”

Q14. What, in your understanding, is the difference between heat pumps and mini-splits, if any?

n=788

n=434

n=319

n=25

n=73

n=217

Similarly, most homeowners are familiar with central heat pumps, but ductless solutions are less known.

*Q15. There are two main types of heat pumps.

One type uses ductwork to move warm and cool air throughout the home, and has vents throughout the home. This is often called a central heat pump.

The other type, often called mini-splits, usually involves a unit high on the wall of each room in the home with HVAC. It does not use ductwork, and instead, wiring is run to outside units that power the mini-splits.

What is your level of awareness of each of these types?

Regardless of their stated awareness of different solutions, homeowners were shown a description* of the terms “central heat pump” and “mini-splits”, and were asked which of these solutions they’re familiar with based on this description.

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Overall, 92% of homeowners are familiar with heat pumps generally, and most (82%) know of central heat pumps. But only 42% are familiar with mini-splits.

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Even among those who claimed they currently have a ductless or mini-split heat pump for their heating or cooling, 20% claim to not be familiar with mini-splits after reading the description, suggesting there’s confusing with these terms, even among those who have these solutions.

Familiarity of Central HPs vs. Mini-splits

n=788

n=434

n=319

n=25

n=73

n=217

Perceptions of Heat Pumps

Disagree Strongly; Disagree Somewhat; Neither; Agree Somewhat; Agree Strongly

Consistent with confusion over heat pump terms, homeowners don’t know much about heat pumps.

Positive Perceptions (blue is good for Quilt)

Negative Perceptions (orange is good for Quilt)

Q19-33. Please review the statements below and indicate how much you agree or disagree with each. If you’re not sure, please answer based on your assumptions or best guess. (Asked among those who are aware of heat pumps)

n=722

*This perceptions had longer text in the questionnaire, but was trimmed for the chart.

Perceptions of Heat Pumps

Homeowners (who are aware of heat pumps) were shown a list of 15 perceptions and asked how much they agree or disagree with each.

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A majority of homeowners agree heat pumps are a good option for heating homes (67%) and can cool homes (58%)

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And while few have negative perceptions of heat pumps, for all perceptions tested, a high share of homeowners have neutral perceptions, suggesting a limited understanding of heat pumps.

But perception are more favorable than this time last year.

Positive Perceptions (% who agree with statement

Negative Perceptions (% who disagree with statement)

Q19-33. Please review the statements below and indicate how much you agree or disagree with each. If you’re not sure, please answer based on your assumptions or best guess. (Asked among those who are aware of heat pumps)

*This perceptions had longer text in the questionnaire, but was trimmed for the chart.

n=722

n=721

For nearly all attributes tested, homeowners have more favorable perceptions in Wave 2 than in Wave 1.

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And, for 10 of the 15 perceptions tested, the positive shift in perceptions represents a statistically significant change wave over wave (★).

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So, while many homeowners still have a limited understanding of heat pumps, perceptions are moving in the right direction.

*Gap represents the difference between Wave 2 and Wave 1, positive numbers reflect increases since Wave 1.

Perceptions of Heat Pumps - Wave 1 vs. Wave 2

Most who don’t already have one find heat pumps to be an appealing solution.

Very Appealing

Somewhat Appealing

Neutral

Somewhat Unappealing

Very Unappealing

NET:

73%

NET:

70%

Wave 1

Wave 2

Homeowners reviewed a description of ductless heat pumps and were asked to rate how appealing this heating and cooling solution would be if they were looking for a new solution.

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Among those who don’t already have one, 70% think ductless heat pumps would be a very or somewhat appealing solution for their home, down slightly from 73% last year.

Q38. Based on the description you just read, how appealing or unappealing would a ductless heat pump solution be for your home, if you were looking for a new solution? (Asked among those who don’t currently have ductless heat pumps)

n=782

n=761

Overall Appeal of Ductless Heat Pumps

Room by room control and rebates are the most appealing benefits of mini-splits.

Q39. Shown below are several different features of ductless heat pumps you read about earlier. Please select all of the features that are appealing to you personally. If none of these features are appealing to you, you can leave this question blank and click the next button to continue. (Asked among those who don’t currently have ductless heat pumps)

n=761, Multiple responses accepted

And ductless mini-splits being ductless and electric are the least appealing benefits of this solution.

Appeal of Ductless Heat Pumps Value Props

Agree feature is appealing

Awareness of Rebates and other HP News

About one in three recall seeing something about rebates for heat pumps.

34%

66%

recall something about rebates

(up from 31% in Wave 1)

don’t recall anything about rebates

(down from 69% in Wave 1)

• 15% remember the rebates being valuable

(up from 13% in Wave 1)

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• 6% remember the rebates not being very valuable

(up from 5% in Wave 1)

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• 13% don’t remember much about the rebates

(down from 12% in Wave 1)

n=720

Q34. Do you recall reading or hearing anything about rebates for consumers who purchase heat pumps? (Asked among those who are aware of heat pumps)

Rebate Recall

Those who are aware of heat pumps were asked if they recall reading or hearing anything about rebates for customers who purchase this solution.

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34% recall something about heat pumps, up slightly from 31% last wave.

Rebates are believed to be worth nearly $2,000, on average.

Q35. How much do you remember these rebates being worth for a typical household in your area switching to heat pumps from a furnace?

Please enter a ballpark estimate. If you have no idea what the rebates are worth, you can leave this question blank.

(Asked among those who remember heat pumps being valuable or not very valuable)

n=243

n=108

n=42

Rebate Estimation

n=99

Among all homeowners who recall anything about rebates for heat pumps, about two in five (41%) had an estimate for how much they understood rebates to be worth in their area. On average these homeowners estimated rebates to be worth $1,837. The median estimation was $1,000.

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Those who recall rebates being valuable believed them to be worth $1,978 on average, while those who remember them being not very valuable believe rebates to be worth $1,442 on average.

Other than rebates, few have heard much about heat pumps recently.

Q36. Do you recall seeing or hearing anything else about heat pumps recently? If so, what did you see or hear, and where did you see or hear it? Please think about anything from articles you may have read, things you’ve seen on TV, or any conversations with acquaintances. If you don’t recall seeing or hearing anything, you can leave this question blank. (Asked among those who are aware of heat pumps)

Homeowners were asked, open ended, if they recall seeing or hearing anything about heat pumps recently (other than rebates). Only 9% of homeowners recall seeing or hearing something, most often ads. Notably though, among those who mentioned something other than an ad, most heard or saw something positive, and few have heard or seen anything negative.

33% heard/saw something positive

19% heard/saw something neutral

7% heard/saw something negative

41% saw an ad or something about a specific brand

“Sales people call but I end the call with ‘already have’.”

“Flyer from utilities.”

“Friend who works in HVAC mentioned heat pumps don’t work well at heating.”

“Hard to install.”

“I do recall that heat pumps are expensive.”

“A family member has one.”

“Have read several articles, but don’t remember much.”

“A friend of mine told me they were considering it for their home.”

“My cousin has one.”

“Heard that heat pumps are more environmentally friendly.”

“I saw an article, I don't remember where, that indicated newer heat pumps do better in extreme cold temps than older models.”

“I recall seeing an article in the paper saying heat pumps are less expensive now and more efficient.”

“That the time is now to buy a new heat pump.”

Satisfaction with & Reevaluation of Current HVAC

Only one in five homeowners are very satisfied with their current HVAC.

Very Satisfied

Somewhat Satisfied

Neither Satisfied nor Dissatisfied

Somewhat Dissatisfied

Very Dissatisfied

Wave 1

Wave 2

Satisfaction rates are generally consistent with the first wave of this research, though slightly more homeowners cite being satisfied overall.

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Q9. How satisfied are you with the experience of heating and cooling your home?

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n=786

n=792

Wave 1; Wave 2

Inconsistent temperatures in different rooms and high costs are the biggest HVAC frustrations.

Gap*

Pain Points with Current HVAC

Q7. Which of the following, if any, are frustrations you have with your current heating and cooling solution? Please select all that apply.

n=792, n=786, Multiple responses accepted

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*Gap represents the difference between Wave 2 and Wave 1, positive numbers reflect increases since Wave 1.

Homeowners were shown a list of 13 pain points and were asked which, if any, are frustrations they have with their current HVAC. 76% have at least one frustration, and the top frustrations are consistent with Wave 1.

**This perception had longer text in the questionnaire, but was trimmed for the chart.

Three in five have considered making changes to their HVAC.

Have ever evaluated or considered making changes to their HVAC

Have never evaluated or considered making changes to their HVAC

59%

62%

38%

41%

Reasons for Not Considering Changing HVAC

Q7. Have you ever reevaluated and considered changing your heating and cooling solution for your home?

Q12. Why haven’t you considered making changes to your current heating and cooling solution? Please select all that apply. (Asked among those who have considered making changes to their HVAC)

n=786

n=792

n=327, n=299, Multiple responses accepted

Consideration of Making Changes to HVAC

62% of homeowners have considered making changes to their HVAC in the past, up slightly from 59% in Wave 1.

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Those who haven’t considered making changes most often cite a satisfaction with their current solution, and/or because it seems expensive.

*Gap represents the difference between Wave 2 and Wave 1, positive numbers reflect increases since Wave 1.

Wave 1

Wave 2

Past Purchase of Rebate-Eligible Products

Most have at least considered purchasing rebate-eligible products before.

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• 38% have actually purchased

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• 32% have not purchased, but have considered it

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• 16% have not considered purchasing any
• 13% don’t remember

Net: Have purchased or considered purchasing

71%

Q42. Rebates and tax incentives are available for some sustainable and environmentally conscious products. Have you ever purchased any sustainable products that were eligible for rebates or tax incentives?

Q44/Q46. How big a factor were the rebates and/or tax incentives in your (decision to purchase/consideration of purchasing) this product? Would you say the rebates/tax incentives were… (Asked among those who have purchased or considered purchasing rebate eligible products)

n=786

n=487

n=279

n=208

Past Purchase of Rebate-Eligible Products

Seven in ten homeowners have at least considered purchasing sustainable or environmentally conscious products that are eligible for rebates and/or tax incentives, and nearly four in ten (38%) have actually done so.

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These rebates and tax incentives were a factor in the purchase (or purchase consideration) for most homeowners, but it’s the main reason for few.

For all product types, rebates were a factor in purchase (or consideration) for most, but rarely the main one.

Q43/Q15.What was the last sustainable product you (purchased/considered purchasing) that was eligible for rebates or tax incentives? (Asked among those who have purchased or considered purchasing rebate eligible products)

Q44/Q46. How big a factor were the rebates and/or tax incentives in your (decision to purchase/consideration of purchasing) this product? Would you say the rebates/tax incentives were… (Asked among those who have purchased or considered purchasing rebate eligible products)

Past Purchase of Rebate-Eligible Products by Product Type

n=108

n=90

n=80

n=75

n=37

n=32

n=18

n=10

Respondents were asked, open-ended, to identify the last rebate-eligible product they purchased (or considered purchasing). For all products, most cite how the rebates or tax incentives were a factor in their decision to purchase or consider purchasing the product.

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Notably, though, for those who considered purchasing rebate-eligible HVAC solutions, 21% say the rebates or tax incentives were not a factor, more than most other product types.

Sustainable Lifestyle Choices

Those who find mini-splits to be an appealing solution are more concerned with the environment.

Energy Conservation Engagement

Energy Conservation Driving Factor (among those who make efforts to limit consumption)

Climate Change Lifestyle Impact

*Excludes those who currently have mini-splits

**Gap represents the difference between those who find mini-splits very appealing and all homeowners, positive numbers reflect responses more common among those who find mini-splits very appealing.

Q40. Before wrapping up, we’d like you to ask just a few questions about you. How much would you say you think about your energy consumption?

Q41. Why do you try to limit your energy consumption? (Among those who make efforts to limit consumption)

Q42. How much, if at all, does climate change impact your life?

n=786

n=184

Sustainable lifestyle choices are generally consistent since last year.

Energy Conservation Engagement

Climate Change Lifestyle Impact

Q40. Before wrapping up, we’d like you to ask just a few questions about you. How much would you say you think about your energy consumption?

Q41. Why do you try to limit your energy consumption? (Among those who make efforts to limit consumption)

Q42. How much, if at all, does climate change impact your life?

*Gap represents the difference between Wave 2 and Wave 1, positive numbers reflect increases since Wave 1.

Energy Conservation Driving Factor (among those who make efforts to limit consumption)

Though, fewer people are citing limiting energy conservation more for environmental reasons, and more are citing they do so equally for environmental and financial reasons. This likely a reflection of homeowners’ financial outlook.

n=786

n=792

Ideal Temperature

Ideal Temperature

Q8. What would you say is the perfect temperature you’d ideally want your home to be?

n=779

Homeowners were asked what is the perfect temperature they’d ideally want their home to be.

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The average ideal temperature is 70.5 degrees.

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And the top temperatures are, in order 70 degrees (24%), 72 degrees (19%), and 68 degrees (17%).

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Interestingly, 73% cited an even number, and only 27% cited an odd number.

Respondent Profile

Current Heating Solution

Current Cooling Solution

Gender

Age

Income

Location

Respondent Profile

788 homeowners across the country completed this survey. Shown below is a summary of key demographics for these respondents.