Australia may have a national energy policy and a federal battery subsidy, but when it comes to actual battery adoption, place still matters deeply.
Battery uptake varies significantly across states and territories — driven by local economics, industry dynamics, and policy frameworks. For battery brands and distributors, this means a one-size-fits-all market strategy simply won’t work.
To succeed, you must understand where the market is — and how far along the adoption curve it is — in each region.
State-by-State Variance Is More Than Just Numbers
Battery market share and adoption are shaped by:
- Differences in consumer preferences
- Local electricity tariffs vs feed-in tariffs
- The makeup of retailers, installers, and suppliers
- Varying technical standards and certification pathways
- Differences in solar penetration, particularly among owner-occupiers
That’s why battery brands that thrive in New South Wales may struggle in Western Australia without adjusting their offer, messaging, and installer engagement approach.
Rethinking Penetration: Dwellings vs PV Systems
A common way to assess battery uptake is to look at the percentage of dwellings that have a battery. But there’s a more insightful lens:
the percentage of installed PV systems that also host a battery.
This alternative metric reflects the real constraint that batteries are typically coupled with solar — either at installation or as a retrofit. In 2024:
- 10.8% of PV systems nationally now include a battery
- Battery penetration among dwellings sits at 2.8% nationwide
State-level differences reveal who’s ahead on the adoption curve.
Market Phase by State
Using the classic innovation adoption curve, we find:
- ACT, NSW, SA, and NT have entered the early adopter phase
- SA is approaching the early majority tipping point
- QLD, WA, TAS, and VIC are still largely in the innovators phase
That said, when we adjust for the high proportion of rental properties (where battery installation is unlikely), all states have technically passed the early adopter threshold.
Who’s Leading the Battery Market?
In 2024:
- NSW was the largest battery market by volume
- SA followed closely, thanks to strong historical solar uptake and supportive policies
- The battery:PV attachment rate was highest in the NT, lowest in QLD
These differences highlight why a data-informed geographic strategy is critical. What works in Adelaide won’t work the same way in Brisbane or Perth.
Strategy Must Be Localised
For manufacturers and distributors, tailoring product portfolios, marketing, certification, and installer support to local conditions isn’t optional — it’s a requirement for success.
Key questions to ask when building a go-to-market strategy include:
- Which states are most responsive to high-capacity batteries vs entry-level units?
- Where is hybrid inverter demand growing fastest?
- How do installer networks differ between states?
- Which certification processes slow down market entry in each jurisdiction?
Go Deeper with SunWiz
SunWiz’s 2025 Annual Battery Market Report offers a state-by-state breakdown of:
- Battery penetration (dwellings & PV-based)
- Attachment rates
- Market size & volume
- Adoption phases
It’s essential reading for brands aiming to build targeted, data-driven market strategies in Australia’s fast-evolving battery sector.