The public acceptance of solar domestic water heaters in Australia is explored with special reference to Queensland. Classical diffusion-of-innovations theory is used as the basis for a telephone survey of over 400 new Queensland householders. Survey results indicate that solar water heaters were readily available for purchase and imply that limited effort needs to be expended on further establishing consumer awareness in the market examined. Householders typically established technical feasibility before serious consideration of the solar option and financial viability before adoption. Friends, neighbours and social networks were very important in communicating relevant information. Survey responses suggest that government agencies and electricity authorities played a limited role in promoting the use of solar water heaters for new housing in Queensland. Some policy implications and promotional measures are discussed.