The changing face of the average solar consumer

Researchers from the Queensland University of Technology (QUT) have laid to rest any prevailing stereotypes that solar PV systems are reserved for high-income, inner-city green voters.

In a decade-long study led by Dr Jeff Sommerfeld, the profile of Queenslanders acquiring solar PV was found to have changed significantly since 2008. While financial capacity, education status and home ownership had in the past been found to be important prerequisites in the uptake of solar PV, the team found that in reality there are several more variable factors at play.

“The current uptake of solar PV is based on a complex mix of demographic factors, rather than taking for granted a person’s income, education or living in trendy suburbs,” said Dr Sommerfeld.

“Despite the initial upfront investment, the vast majority of people acquiring solar are in outer suburbs that often have lower average incomes.

“In fact, the highest uptake of solar PV systems is coming from families, those on low incomes and with homes of three bedrooms or more.”

Dr Sommerfeld said the results of the study, published in Renewable and Sustainable Energy Reviews, offer important policy implications for the introduction of emerging technology, such as the widespread introduction of battery systems.

“At the moment this technology is very new, priced out of reach for many and considered innovative,” he said.

“But just like we have seen with the solar PV uptake, where innovators take the lead, early adopters quickly follow — and then the wider population comes on board. This research is a signpost of what we might expect to see with the introduction of battery systems.”

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