Live in Belgium, the Netherlands and Germany. Spain, Italy and four more markets follow — advertisers can already see where we are going.
Price opacity (58%) overtook technical complexity (51%) as the #1 decision barrier for the first time. BYD awareness reached 71%, but trust-to-install lags at 34% — third-party scoring closes the gap (+19pt). Quote comparison is the killer use case: 3.2 quotes per buyer, spreads up to €6,000 for equivalent systems.
The retrofit wave is real but slower than feared — 44% postponed after telemarketing contact. The median battery budget (€4,800) sits 23% below the median quote (€6,200) — the expectation gap is the sales gap.
German buyers are markedly more conservative: decision cycles 40% longer, certifications and service outrank price. The local-service premium is real: 54% pay 8–15% more for proven German service. Content vacuum: only 2 of the top-20 ‘Speicher Kosten’ results are independent platforms.