A 2020 survey found that although Californians were generally supportive of renewable electricity policies, they lacked basic consumer knowledge on alternatives to fossil-fuel-burning appliances. By comparison, studies have shown the residential BESS market in Europe is largely driven by consumers’ high environmental awareness. 

I also wonder if there's a bit of a chicken and egg there-- are Europeans more likely to be aware of the electric alternatives because they are more readily available than they are in CA and the rest of the U.S.? Or do you think it really is about education and if people knew then the numbers would flip state-side? 

The residential storage growth is being driven by many factors. One is the outages that could be avoided if you have storage. Also the high rates for On Peak hours and the demand charges. In FACT many people will want to go 100% Off GRID as the price of storage keeps going down. Storage and Solar go together very well.