Big Majority of Americans Fancy IAQ Purifiers for Holidays

A recent survey found that 70% of respondents are willing to purchase an air purifier that can remove viruses.

Installing security contractors and custom electronics (CE) integrators are in a prime position to assist residential clients with their indoor air quality (IAQ) needs as the holiday season approaches. According to a new study, a whopping 70% of Americans says they would buy an indoor air purifier as a holiday gift this year.

That data means integrators do not have to spend any time convincing clients for the need for IAQ as part of their wellness initiatives, but simply address their ability to bring a medical-grade solution to homeowners versus a less-comprehensive off-the-shelf solution.

The “Holiday Clean Air Study,” which was commissioned by air purifier maker Molekule, reveals nearly all Americans (93%) think air purifiers help clean the air around them and just as many (92%) would be more inclined to buy an air purifier that can remove viruses. In fact, viruses ranked as the most important pollutant to remove in their homes.

“We know that indoor air quality has never been a greater priority for people,” said Jaya Rao, CEO at Molekule. “Molekule brings a unique approach to this problem, by helping to destroy pollutants such as viruses, bacteria, mold, and even airborne chemicals.”

IAQ Knowledge, Key Features

Half of Americans are knowledgeable about indoor air quality, and 56% act on that knowledge, with 57% opening windows, 43% using an air purifier and 41% using furnace filters.

The qualities that Americans look for most in an air purifier are effectiveness (72%), price (68%), square foot coverage (48%) and features (45%).

Willingness to Pay for IAQ

Almost half of respondents said they own an air purifier (44%), and more than half of those bought them online (56%). Many surveyed said they’d spend between $0 to $200 on an air purifier (47%), with more spending more on an air purifier that removes viruses (77%).

As a holiday gift, 70% would consider buying an air purifier that is proven to remove viruses (21% would gift to spouses, 24% would gift to parents) and 64.5% of those would spend up to $399. Only 42% would consider buying an air purifier as a gift that does not remove viruses.

The study of 1.007 U.S. adults was conducted by Propeller Insights, a market research firm based in Los Angeles.

This article first appeared on SSI sister publication CE Pro

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About the Author


Jason Knott is Chief Content Officer for Emerald Expositions Connected Brands. Jason has covered low-voltage electronics as an editor since 1990, serving as editor and publisher of Security Sales & Integration. He joined CE Pro in 2000 and serves as Editor-in-Chief of that brand. He served as chairman of the Security Industry Association’s Education Committee from 2000-2004 and sat on the board of that association from 1998-2002. He is also a former board member of the Alarm Industry Research and Educational Foundation. He has been a member of the CEDIA Business Working Group since 2010. Jason graduated from the University of Southern California. Have a suggestion or a topic you want to read more about? Email Jason at

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