The adoption of photovoltaic panels (PV) by households is essential to meet residential Swiss energy transition targets. While previous studies have mostly focused on the factors influencing PV adoption by comparing adopters with non-adopters, few have acknowledged the heterogeneity of adopters and examined how these factors interrelate and differ among them. This study examines how factors associated with PV adoption differ among groups of adopters, and how these differences relate to socio-demographic, household and building characteristics and the geographic context. In 2022, we surveyed 1300 Swiss PV adopters. To segment the adopters, we used factor analysis and clustering methods factors associated with PV adoption. This multi-dimensional approach revealed recommendations for supporting PV adoption: (i) seize opportunity windows, such as renovations, for professionals to act as change agents, (ii) leverage attitude towards energy-conscious behaviour and perceived control over the technology, and (iii) leverage social influence for vertical diffusion.