Brits worry that heat pumps are too expensive

UK: British people would be open to switching to heat pumps but more than half believe they are too expensive, a new survey reveals.

The survey by Savanta on behalf of the Heating Trades Network also found that over a third of Brits would be open to switching to heat pumps if better financing was available and almost half would make the switch if electricity became cheaper.

The online survey was conducted between March 12-14 this year, receiving 2,022 responses from people in the UK. It revealed that British households are not loyal to gas boilers but their home heating choices are primarily driven by cost. 

Despite growing government efforts to promote heat pumps, affordability remains the biggest hurdle, with 56% of Brits believing that heat pumps are too expensive for most households, and only 19% think they are accessible to all. However, if switching to a heat pump meant lower energy bills, 49% of people would be on board.  Among younger people (25-34-year-olds), that figure jumps to 67%. In fact, 55% believe that lower energy bills are the most important benefit of heat pumps.

The Heating Trades Network insists that this highlights a clear gap in awareness. “While many consumers are motivated by the potential for savings, few realise that heat pumps are much cheaper to run over time than traditional gas boilers,” it says.

However, with high upfront costs, many households feel priced out. The poll found that over a third of Brits would consider switching if zero-percent financing was available, with 57% of 18-24-year-olds backing the idea.

Other innovative options, such as a monthly subscription model for heat pumps, also have strong support, as shown in a recent WPI polling which found 22% of respondents saying they’d be more likely to make the switch if they could spread the cost.

Despite negative stories about heat pumps in the news and on social media, many of which have been linked to misinformation campaigns, the survey reveals that most people remain unaware of common myths about the technology. 65% of people don’t know about the false claim that heat pumps don’t work in cold weather, and 63% are unaware of the myth that heat pumps don’t work in apartments.

However, around one in three people said that they had heard the myths, a reason the Heating Trades Network feels may be contributing to hesitation around adopting heat pumps and ultimately slowing progress towards wider rollout. 

“The Boiler Upgrade Scheme has been successful in increasing heat pump take up but, for most people, the £7,500 does not go far enough,” said Michael Sammon, director of Ainsdale Gas & Heat Pumps and Heating Trades Network expert.

“We need clearer communication around the genuine financial benefits and increased accessibility through improved support measures. Especially during the current cost-of-living crisis, consumers want reassurance that transitioning to greener heating is financially achievable, rather than feeling pressured into expensive technology.”

Matt Copeland, head of policy at National Energy Action, added: “The data clearly demonstrates that cost is the priority for households when considering changing technologies, so that they can afford to live in a warm home. It’s critical that support mechanisms are accessible, particularly for vulnerable and low-income households, if our energy transition is to be fair and affordable.”