If efficiency for electric devices is defined as how well it converts electric power into the desired effect, the rest usually being heat, aren’t electric heaters 100% efficient? If i had a 99% efficient heater, what undesired form of energy would the 1% go to? I see a lot of electric heaters being marketed as “way more efficient than others”.
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It is mostly marketing.
You can argue that heater fans are more effective as they are faster at making the entire room warmer.
Or you can take a small heater fan that keeps you warm in your favorite chair, but does not heat the rest of the room. That does make it more efficient at keeping you warm, compared to trying to warm the entire room.
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