Although U.S. deployment of residential rooftop solar photovoltaic (PV) systems has accelerated in recent years, PV is currently installed on less than 1% of single-family homes. Most research on household PV adoption has focused on scaling initial markets and modeling predicted growth, rather than on considering more broadly why, socio-culturally, adoption does or does not occur. Studies that have investigated PV adoption have typically collected data from adopters only or otherwise treated non-adopters as a largely undifferentiated group. Yet, the vast majority of Americans are non-adopters of PV, and not just "pre-adopters." They have widely varying attitudes toward PV, varying levels of consideration, and varying circumstances (Figure ES-1). Understanding their ways of evaluating PV adoption is thus important to understanding future adoption and how it might evolve. In addition, little research has investigated the experiences of households after installing PV. This report helps fill some of these gaps in the existing literature. The results inform a more detailed understanding of residential PV adoption, consideration, and non-adoption, as well as attitudes and experiences with PV overall.The report draws on a diverse set of survey data to examine residential PV adoption and nonadoption, the varieties of adopters and non-adopters, and the roles of policies and marketing in shaping these segments. The survey data were collected from nearly 3,600 single-family, owneroccupied households across four different states: Arizona, California, New Jersey, and New York. We divided the survey respondents into four groups: (1) the general population survey (GPS) "Not Thought" group, which had not considered installing PV, (2) the GPS "Thought Not Bought" group, which had considered installing PV "seriously" but had not installed it, (3) "Considerers," which had previous contact with a solar installer for their home but chose not to proceed with adoption, and (4) the PV Adopter group. Figure ES-1 depicts the group characteristics. Comparing survey results across these groups enables an improved understanding about what influences adoption and non-adoption of residential PV.