I disagree that it is more efficient, as there are many factors like cost and size of heated area.
Then I may not have understood you. I would only use direct resistors in very low consumption applications, where the cost of any other device can't be amortized in a reasonable time (5 to 10 years is usually fine). If it is a bussiness, then he could study his current cost of electricity, and check whether any investment is worth it.
You may, of course, reduce the costs by reducing the area to be heated, and providing local heat close to where it is needed (such as the heating blanket), is alike to reducing the area.