Plenty of people are turning to electric baseboard heat systems for their home heating needs. There are several reasons why, but the main two seem to be comfort and convenience.
The comfort question is important to most people - they have found the air heating systems that they have traditionally used coming up short. Oftentimes they do not heat evenly around rooms, leading to hot spots and cold areas and a need to put the heating temperature too high. It is also often called a dry heat that air heaters put out - feels unhealthy.
Residential electric baseboard heaters help with the comfort angle since their main method for heating a room is by radiant heat. Mostly this allows a slightly lower thermostat setting for more comfortable heat.
The second key issue for many is that baseboard hot water heating systems - a great system for those who have it - is just so inconvenient. If you do not have pipes already installed to carry the water from the boiler to the radiators, then the installation can be a bind. And potentially expensive.
Baseboard heating systems running on electricity do not have this problem - they just need hooking up and away we go.
Which brings us to a third factor - aesthetics. Many people go for baseboard radiant heating systems because they are not ugly to look at. Go electric and you will not even have to look at water pipes!