Everett Rogers popularized the Diffusion of Innovations in 1962, a theory of how and why new ideas and technologies are adopted by a population. The adoption of solar energy can be analyzed through the following intrinsic characteristics that influence a purchase decision:

Relative Advantage
Potential solar energy adopters want to know how electricity generated by a solar system is better than electricity generated by the utility. With correct engineering and design, the electricity produced by a solar energy system is no different than the electricity delivered by the utility grid. Solar energy can be more reliable and secure than utility electricity when integrated with a backup system – enabling a truly uninterruptible source of energy for the building.

Solar also has a financially advantage to increasingly costly traditional utility electricity. Solar energy both reduced the fixed cost of electricity for the building owner and hedges against further electricity price increases. The environmental benefits of solar is yet another advantage as it eliminates all of the harmful externalities caused by producing energy with coal or other fossil fuels.

Solar also holds a relative advantage to other available renewable energy options. Solar energy is easier to integrate with residential and commercial buildings than other renewable alternatives (wind, geothermal, etc.), far more effective and reliable, and now more economically viable.

Compatibility
Potential solar energy adopters want solar energy to be compatible with their lifestyle and daily routine. Solar is highly compatible with the values and desires of the environmentally-conscious energy consumers. Studies have shown that increasingly more people value the reduction of fossil fuel use and higher efficiency usage of energy, to which solar energy helps achieve both these ends.

The electricity produced by a solar energy system is completely compatible with a buildings need for the energy. There is no difference between the electricity produced by the utility and that produced by solar energy.

Complexity
Potential solar energy adopters want the process to be simple and turnkey. The complexity of solar energy integration has decreased dramatically over the past decade. The purchasing process, provided by most solar integrators, is simple and requires only a few uncomplicated choices from the adopter. The plug- and-play nature of modern solar energy systems requires no interaction or responsibility from the adopter to operate.

Trialability
Potential solar energy adopters would ideally want to "try" solar energy before putting it on their building or land. Although solar energy cannot be "test driven" like a car, interested adopters can "trial" solar by seeing an existing installation in work. Remote monitors and internet interfaces can "show" how the solar energy system produces energy and how much electricity it is generating. Solar Home Tours around the country allow potential buyers to experience solar hands-on and talk to current solar energy homeowners.

Observability
Potential solar energy adopters want to see many systems already installed and operating. As an exterior feature, solar energy is visible on most buildings that have it installed. Solar is on display in very publicly visible areas - such as major airports, commercial buildings, and museums. With over 75,000 solar energy systems installed in the U.S., including hundreds of large and highly noticeable solar farms, there are plenty of opportunities for potential adopters to see solar at work.

In conclusion, it is apparent that solar energy has broken through many barriers to move towards adoption by several key social groups in America. Nonetheless, there is still much to be done - especially in the area of education and knowledge. The adoption process starts with these two essentials; if someone isn’t aware of what solar energy is or what it can do then it renders the rest of the process irrelevant. More resources must be allocated by the manufacturers, distributors, integrators, and state and federal energy departments to educating the population about solar energy – so we can then persuade, implement, and grow solar into a noticeable chunk of the energy solution in the United States.

-Jesse Malcomb

Link: http://www.astraluxsolar.com/images/res_solar_costs_in_co_large.jpg

One of the most frequent questions we get as a solar energy integrator is "Why should I buy now, won't the price of solar keep coming down?"

For the last 12 months, the price of solar has come down drastically, as much as 30% in some cases. However, the rebates for solar have also dropped by virtually the same amount.

As you can see in the graph (click link above to view), the price of residential solar is leveling out, while the rebates continue to decrease (per the new tiered rebate program from Xcel). Thus, the cost to the customer is now beginning to increase for the first time since the introduction of rebates in Colorado.

The price of solar will continue to slowly decrease, with supply levels still high and with more competition than ever between solar integrators - but it is highly unlikely we will see a drop in price like we saw in 2009. The solar rebates are finite, and will continue to decrease until the solar rebate fund is depleted.

There is always the possibility that solar materials will have a major breakthrough and further decrease in price - but will it decrease more than the current value of solar rebates in Colorado? That is the question to ask when you are determining whether to go solar - do it now and get the rebates, or wait and take a chance on solar materials prices significantly decreasing in the future.

Link: http://bit.ly/b6xdJ7

For the 3rd straight year, Astralux Solar will have a booth at the largest show in the west. 60,000 people are expected to attend the 48th annual Colorado Garden & Home Show. This is the LARGEST consumer show held in the Colorado Convention Center and boasts the highest attendance.

Come visit us at Booth #530. The show runs from the 13th to the 21st of this month.

Link: http://www.astraluxsolar.com/solar_energy_poll.htm

In our new poll, Astralux Solar asks what would be the most important financial factor in your purchase of a solar energy system for your home or business?

Please click here or the link above to give your answer!

Following in Xcel Energy's footsteps, Black Hills Energy is reducing the solar rebate for small category systems in Colorado (less than 10kW). The rebate will drop from $3.50 per watt down to $2.70 per watt, a reduction of 23%.

This $0.80 per watt reduction in the Black Hills Energy solar rebate will be effective at Midnight tonight (January 15th).

The Black Hills Energy solar rebate, like Xcel Energy, is a combination of a rebate payment and a renewable energy credit (REC) payment. The REC payment of the small category incentive (currently at $1.50 per watt) will decrease to $0.70 per watt, the rebate payment ($2 per watt) is fixed and thus will remain unchanged.

Xcel Energy has initiated similar reductions to their solar rewards rebates over the past several months. Xcel released a new tiered rebate system to inform solar integrators and customers exactly when and how their solar rebate would change in the future. The California Solar Initiative (CSI) has a similar method of distributing rebates.

If you are a Black Hills Energy customer in Colorado, please contact us today if you are interested in solar for your home or business.