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