ABMP National Massage Consumer Survey

By Staff

ABMP conducted its eighth national survey of American adults in January to gauge use and attitudes about massage.
Harstad Strategic Research, a leading public survey firm, conducted the survey on ABMP’s behalf.

American adults who have had a massage at some point in their lives: 40%

American adults who received a massage in 2018: 18%

Households reporting at least one member receiving a massage in 2018: 25%

25% of consumers who have never had a massage are “very open” or “fairly open” to getting a massage in the future

60% of prior massage consumers are “very open” or “fairly open” to getting a massage in the future

Top reasons for not getting a massage in 2018

(These recipients have received a massage before, but not in 2018; respondents could select more than one answer)

34% too expensive

“I would try to personalize the conversation. Find out what that person’s unique needs are and then discuss how the benefits of the work I offer meet (and exceed) their needs. Ongoing pain in their right hip and glute? Targeted treatment work can help with that! Headaches from stress and tight neck and shoulders? A combination of techniques that focus on those areas can help lessen the tension and pain! Make sure clients understand that the benefits of the work are more than worth the time and money to receive (ideally regularly scheduled) massage.” —Kristin Coverly, LMT


31% don’t need a massage

“I would educate these consumers on the effects of stress and its harmful effects on overall health and well-being. I would also reference that 80 percent of doctor’s visits relate to stress. And I might encourage them to consider the cost of health care: preventive versus reactive. Maybe they have another means of handling stress; consider massage as a powerful tool or component to one’s overall wellness plan.”—Angie Parris-Raney, LMT

29% no time

12% of past consumers did not receive a massage in 2018 because they reported “no injury, soreness, back pain, or stress.”

This signals to us that there’s plenty of space for a conversation with existing and potential clients about the benefits of massage as a preventive wellness strategy and that its value far exceeds only addressing injuries or pain in the moment.