Diffusion into new markets: evolving customer segments in the solar photovoltaics market. (3rd August 2015)

• Record Type: Journal Article
• Authors: Sigrin, Ben; Pless, Jacquelyn; Drury, Easan
• Is Part Of: Environmental research letters. Volume 10:Number 8(2015:Aug.)
• Publication Date: 2015-08-03
• Subjects: renewable energy -- data analysis -- technology diffusion -- solar photovoltaics -- distributed generation -- customer acquisition; 88; Environmental sciences -- Periodicals; Human ecology -- Research -- Periodicals; Environmental health -- Periodicals; 333.7
• DOI: 10.1088/1748-9326/10/8/084001
• Languages: English
• ISSNs: 1748-9326

Abstract

Abstract: The US residential solar market is growing quickly, and as solar adoption diffuses into new populations, later adopters may differ significantly from earlier ones. Using a unique household-level survey dataset including 1234 adopters and 790 non-adopters from San Diego County, California, we explore differences in attitudinal and socio-economic factors for three groups: (i) adopters and non-adopters; (ii) early and more recent adopters; (iii) consumers adopting via buying or leasing. Our results suggest that adopters overall have higher incomes, are more educated, live in larger homes, and expect to stay in their homes for longer than their non-adopting peers. They also differ in their expectations of electricity retail rate changes and the impact solar could have on their home resale value. When examining differences between early and more recent adopters, we find that recent adopters are more representative of general homeowners and more politically moderate. They are also increasingly installing solar to protect against future electricity price increases and to lower electricity costs as opposed to adopting strictly for environmental reasons. Furthermore, more recent adopters differ significantly from earlier adopters in the situations that prompted them to adopt. The findings demonstrate how solar markets are evolving, reflecting changes in the underlying drivers of consumer adoption as well as innovative solar marketing strategies.