Massage therapy has gone mainstream. Consumers are seeking body massages at specialty clinics, health clubs and spas. The latest survey from the American Massage Therapy Association (AMTA) reveals that 71% of U.S. adults believe massage therapy is a form of health care.
Consumers who discuss the therapeutic benefits of massage with their physicians are seeking relief from:
- General pain 34%
- Injury 22%
- Stiffness, soreness or spasms 15%
About 59% of massage service clients say their physicians recommended that they get a massage. The AMTA survey also found that the visit rate was 4.0 times a year for clients who regularly get messages for medical reasons.
In addition to pain relief, consumers hope massage therapy will improve their general wellness, control headaches and migraines, and give them have a better quality of life.
These days, fewer consumers, only 29%, think massage is all about pampering. However, the number of massages being given at spas in the past year has jumped from 17% to 21%. This increase may go along with the 23% of massage therapy clients who say they are seeking stress relief. While consumers continue to visit chiropractic and physician offices for massage services, competition is growing. A number of franchises are now operating in most markets.
AudienceSCAN data indicates about 15% of U.S. adults will pay for massage services in the next 6 months. More women, 56%, than men, 43%, make up this audience. Over half of these audience members, 54%, are under age 45. These consumers are involved in other activities often perceived as related to a healthy lifestyle. For example 38% engage in yoga or Pilates. These consumers are also intent on improving themselves. In the next year, 10% will pay for lessons or instructions for a hobby or sport. 31% expect to pay for hair coloring, permanent or styling services which is 63% higher than average.
Daily deals and magazine ads may be good ways to prompt these consumers to take fast action. In the past 30 days, 40.2% of likely body massage clients took action as a result of a magazine ad. The response rate is 64% higher than average. About 40.6% took action after seeing a daily deal ad, a rate which is 72% higher than average.
AudienceSCAN data is available as part of a subscription to AdMall for Agencies. Media companies can access AudienceSCAN data through the Audience Intelligence Reports in AdMall.