Data Visualization

Before After Consumer Demand Drivers for Wind Energy Rising price of conventional electricity Length of payback period Demand Drivers Consumer demand continues to be fueled by a combination of the following factors, though economics and environment Volitility of the price of conventional electricity Drivers Specifically For Real Estate Developers • Marketablity of a "Zero-Energy Home" • Practicality of intograting small wind and solar hybrid systems • Possible availability of rebates for both developers and consumers Economics remain primary concerns Economics • Length of payback period, or IRR • Financial hedge against rising prices of conventional electricity • Financial stability compared to volatile prioes of conventional electricity Consumer Choice • Whether installation cost can be built into the price of a property • Role in delining the progressive character of neighborhood • Appeal of "renting va. owning" electricity Self-reliance Practicality • Relability of electricity supply Natural synergism with solar PV technology • Diversity of applications, including those remote and off-grid High visibility, paticularly for commercial consumers * Many investors view the intemal rate of retum (RR) of a renewable energy technology to be a superior method of assessing its value to its payback period. IRR, not payback period, is the primary tool used to assess the profitability ol other types of nancial investrents (RAS, stocks, etc.). investors also point out that unike mutual unds and stocks, renewable energy systems are genevaly far fess susceptible to extemal risk Measuring profitability in lerms of payback atso reinforces the negative perceprion that renewabie energy is unafordable and that consumers should postpone purchases until technological improvements reduce costs. However, when compared with other investment options using iRR, renewable energy investments can become much more anractive. Values Independence Values • Environmont • Independence • Image enhancement • Consumer choice • Self-reliance • Do-lt-Yourself Image enhancement • High visibility, particularly for commercial consumers Environment Do-lt-Yourself Practicality Reliability of electricity supply Natural synergism with solar PV technology Diversity of applications, including remote and off-grid Source: AWEA Small Wind Turbine Global Market Study, 2009 AMERICAN WIND ENERGY ASSOCIATION DOO