An established theory says that when 15% of people accept an innovation — such as residential solar, for example — it will quickly spread to 60% of the target population
Solar power is about to enter a phase of unprecedented growth, according to research on how people adopt new technologies. The assertion originates from the economic theories of Everett Rogers first published in 1962. Rogers theorized that when 15% of people accept an innovation, it will quickly spread to 60% of the target population. In some markets — namely Hawaii, California, and Arizona — residential solar power has already reached the 15% level of acceptance.