Electric heaters are exactly 100% efficient. Lots of people are playing with semantics but forgetting the “efficiency” can only apply to the electricity that is actually consumed by the heater.
Every watt that is consumed by that heater will become heat. Even the red light the coil emits will strike some surface (even the retina of your eye) and then become heat. Any light that leaves the room is a problem in your room, not with the heater.
That said, heat pumps will generally make a room warmer than an electric heater for the same power. It turns out, **it is generally easier to move heat, then to make heat**.
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