Millennials and Massage

By the Numbers


Most millennials are open to receiving massage and are a great untapped market, with 57 percent of millennials surveyed having never had a massage. They want to be able to schedule online, most millennials surveyed think the price of a massage session was fair, and perhaps the most important point to take away from these statistics is that 72 percent of millennials are likely to mention their massage to other people. This group is used to talking about their lives and sharing with their communities. They are an ideal resource for client referrals.

How open are you to getting a massage?
43% I've had one before, so I'm open
31% Never had a massage and not open to it
27% Never had a massage but open to it

Have you ever had a massage from a massage therapist?
19% Received a massage in 2016
23% Received a massage in the past, prior to 2016
57% Never had a massage

When you received a massage at a spa, was that spa part of a massage chain, in a hotel, at an athletic club, or an independent business?
53% Received a massage but not at a spa
26% Independent business
10% Massage chain or franchise
8% In a hotel
2% Athletic club

On a scale of 0–10, how satisfied were you with your last massage?
77% 8-10
13% 6-7
5% 5
4% 0-4

What would be the most convenient way to book a massage session?
46% Online scheduling
37% Phone
8% In person
6% Email
4% Text message

How much did you pay for your most recent massage session including tip (if applicable)?
29% Over $75
25% Under $50
7% $50
10% $51-$60
5% $61-$75
15% Free/got it as a gift
4% Insurance covered it
6% Unsure

How would you characterize the value of the massage you received for the price?
47% A fair value
33% A good deal
15% Overpriced
4% Unsure

After you have a massage, how likely are you to mention it to other people?
72% Very/fairly likely
28% Not likely

The statistics are survey results from 135 adults age 21–34. Harstad Strategic Research, Inc., “National Health Care Survey,” January 2017.