Integrators are in a prime position to assist 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.

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

Additionally, the study revealed that consumers rank the most important pollutants to remove in their home as the following: Viruses, Bacteria, Allergens, Mold, Dust, Pollen, Odors, Smoke, VOCs and Pet dander.

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.