Consumers aren’t loyal to gas boilers, they just want to save money - polling reveals

The Heating Trades Network commissioned Savanta to conduct UK consumer polling about heat pumps. The online survey was conducted between 12th-14th March 2025, with answers received from 2,022 people in the UK. The polling revealed that British households are not loyal to gas boilers; instead, their home heating choices are primarily driven by cost. Despite growing government efforts to promote heat pumps, affordability remains the biggest hurdle.

New research reveals cost is the biggest factor in heating choices, and Brits would install a heat pump over a gas boiler to cut costs 

• More than half believe heat pumps are currently too expensive for most households and reserved for the 1%

• Yet, 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 Heating Trades Network UK, alongside NEA and ECIU highlight the need for green heating as a financially viable option for UK consumers

As energy bills continue to squeeze household budgets, a new poll reveals that Brits are open to switching to heat pumps, but only if it makes financial sense.

New polling commissioned by the Heating Trades Network UK (HTNUK) shows that while the government is pushing for heat pump adoption, the biggest hurdle isn’t consumer reluctance; it’s affordability.

More than half (56%) of Brits believe 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, over half (55%) believe that lower energy bills are the most important benefit of heat pumps.

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.

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, 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% don't know about the myth that heat pumps don't work in apartments.

However, around 1 in 3 people have heard these myths, which may be contributing to hesitation around adopting heat pumps and ultimately slowing progress towards wider rollout. 

Michael Sammon, Director of Ainsdale Gas & Heat Pumps and Heating Trades Network expert said: “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. 

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.”

Jess Ralston, Head of Energy for the Energy and Climate Intelligence Unit, said: “Adopting heat pumps is essential to reducing the UK's dependency on imported gas and protecting households from volatile fossil fuel prices. If we stick to the status quo of gas boilers, we will just need to import more gas from abroad as the North Sea continues its inevitable decline. Government interventions to ensure affordable electricity are critical to making this transition equitable and achievable, and getting off gas controlled by people like Putin.”