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2019 ABMP National Massage Consumer Survey

By Editorial Staff
May/June 2019

ABMP conducted its eighth national survey of American adults in January to gauge use and attitudes about massage.

Note: Harstad Strategic Research, a leading public survey firm, conducted the survey on ABMP's behalf.

2019 ABMP National Massage Consumer Survey Teaser Image

Massage Consumer Survey

  • 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

Consumer 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
  • 31% don't need a massage
  • 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.

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