By Anhar Khanbhai

Air conditioners are advancing into new territory in terms of energy efficiency, reduced noise volume and cleaner sleeker aesthetic appearance.

According to figures released by the Australian Bureau of Statistics, the proportion of households with a cooler in use (either a refrigerated air conditioner or an evaporative cooler) increased from 59% in 2005 to 73% in 2011. Excluding the Northern Territory, all states and territories showed a statistically significant increase over the same period in the proportion of households with a cooler in use.

The use of coolers has been rising, with households using their cooler for 3 to 6 months rising.

Consumers turn to up-market fans

However, this season, retailers around the country have predicted more consumers will be buying up on the more up-market fans rather than on air conditioners.

The trends evident in the GfK statistics cemented stand model electric fans as retaining their ascendancy as the most sought after option with a 41% increase.

Table fans are the second most popular cooling option at the moment gaining 29% in unit sales. Floor fans are strongly gaining momentum as the next best cooling option with a 26% upward trend.

“Bladeless fans such as those from Dyson are set to be popular this season,” Trevor Bowden from Keith Bowden Electrical in Adelaide said.

“It’s more about the brand name and they are very trendy so most are willing to pay that extra bit more cash for something contemporary.”

Andrew Whitford from Whitfords in New South Wales predicted from last year’s sales that Dyson’s fans would once again be a fast moving product this summer because of its trusted name and value the product offers.

Tower fans are also become more prominent in homes as their price becomes more affordable with GfK data showing a 18% increase this year.

South Australians trust local brand

Bowden also said that Convairs tower fan is a really popular option in Adelaide as it is a trusted name in South Australia and its $120 price tag is one consumers are willing to pay.

Ceiling fans are hardly considered the favored cooling option dropping 32% in value and nearly the same in sales.

To secure additional air conditioning sales, features are seen as the key to success. While price is recognized as having an impact, the ability to provide a product that is reliable, energy efficient, quiet and aesthetically pleasing is regarded as paramount when consumers make their purchase decisions.

Fixed air conditioner sales which include the Window Type and Split Type are down 27% and 14% respectively.

Hans Vanderstraat from Camberwell Electrics in Victoria said inverter air conditioners are the way to go once the hot weather hits.

 “Fujitsu’s range of air conditioners is definitely making a push among the clients and for those looking to get a more specialist air conditioning system for the home, then definitely Daikin is the way to go,” Vanderstraat said.

Bowden said the rise in smaller houses being built in Adelaide is resulting in a higher demand for portable refrigeration air conditioning products with Convair’s spot cooler being the most popular option.

Cathy from Retravision in Queensland and Whitford both agreed that Mitsubishi’s invertors and Panasonic’s split systems are also going to be strong trends this summer.

Also identified as important for consumers in this market space are any health benefits that are included such as sophisticated filters or cleaner air flows. Energy efficiencies that lead to lower running costs and prove more environmentally sound will provide a bonus for end consumers seeking a responsible alternative.

Attractive add-ons include slim designs, neat LCD screens and remote controls that have a modern contemporary appearance and would fit well in a modern home for added value.