Solar diffusion in California: a pilot study. Consultant report

Solar system owners and their neighbors in the San Francisco Bay Area were studied. The study determined the level of homeowner awareness about residential solar energy systems, described characteristics of consumers purchasing solar equipment (e.g. whether they represent identifiable market segments), identified major channels of communication through which solar information is effectively used, determined remaining barriers to solar use, identified needed incentives to accelerate commercialization, and assessed public attitudes toward various state and Federal government actions to increase the rate of solar energy use statewide. Issues and questions explored are being used in the development of a statewide survey of 700 homeowners in California to determine if these findings apply to residents throughout the state.