Report unpacks consumers’ HVAC buying behavior

A report by Decision Analyst, a Texas-based research firm, explores how consumers make HVAC-related buying decisions.

By the numbers: The 2025 American Home Comfort Study, published every three years, found that HVAC buyers tend to be middle-aged (45+), and 53 percent are female, according to a preview shared with Homepros.

While contractors continue to lead the acquisition of new equipment, online purchases increased to 13 percent in 2025 — from five percent in 2022 — with buyers aged 18-44 more comfortable than older buyers purchasing HVAC products online.
When making decisions, 58 percent of respondents chose a contractor first, while 37 percent chose a brand first. “Prior personal experience continues to top the list of the most important reasons for contractor selection, followed by contractor reputation,” the report notes.
Meanwhile, service agreements obtained with new equipment increased from 56 percent in 2022 to 61 percent in 2025, while extended HVAC warranties jumped from 25 percent in 2019 to 48 percent in 2025, “with separate sales leading the charge,” it adds.

Go deeper: The report found that HVAC purchasing decisions take about seven days on average. “Emergencies shorten the average timeline to five days, while those who research online take longer — averaging nine days,” it says. “Brand familiarity doesn’t significantly impact timing.”

92 percent of respondents reported being very or somewhat satisfied with their HVAC system, but almost a third noted post-installation surprises, including uneven temperatures, unexpected energy bills, or noise — “highlighting gaps in communication,” it notes.
The report suggests that growth opportunities “lie in selling to better-educated higher-income people and in IAQ.”
About half of U.S. homeowners have pets, and “consumers are willing to spend 69 percent more than they were in 2019 for 25 percent improved indoor air quality,” it adds.

Of note: The study was conducted online in the first quarter of 2025, with over 20,800 respondents screened for inclusion and 2,501 homeowners completing the full survey.