These results come from a January 3 to 11, 2005 national telephone survey of a representative sample of 1,027 adults age 21 and older. The study was commissioned by
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"Experiencing a massage therapy session is its own best advertisement for changing perceptions," says Bob Benson, President of ABMP. According to the survey, receiving a massage promotes favorable regard of its value: 96% of those who received at least one massage in 2004 have favorable feelings toward massage therapists as compared to 72% of previous users and 32% of those who have never had a massage.
More impressive than Americans' lopsidedly favorable feelings is their trend in feelings toward massage therapists over the past decade. A 45% plurality say their feelings have changed for the better over the past 10 years, 3% say for the worse, 40% say no difference, and 12% are not sure. This 15-to-1 better-to-worse feelings ratio is promising confirmation of growing acceptance and goodwill toward massage therapists.
"What is striking about the overall survey results is that there are very few detractors, few negative expressions about massage," Benson says. Most of those who haven't yet received a massage simply haven't felt a need for it. According to the survey, 51% have favorable feelings about massage therapists versus just 6% with unfavorable feelings.
"The massage therapy profession has worked to legitimize its standing among complementary therapies, distancing itself from out-dated, negative stereotypes. Massage now generally enjoys a receptive, welcoming climate," Benson says. Compared to the 12% of adults who reported visiting a massage therapist in 2004, the survey found that 13% went to a chiropractor and 10% to a physical therapist. Of those who received massage in 2004, their average number of visits was nine -- quite similar to frequency numbers for individuals accessing chiropractic (10) and physical therapy (11) services. "What's especially impressive about these comparisons," Benson says, "is that most chiropractic and physical therapy treatments are reimbursed by health insurance while more than 90% of massage therapy sessions are paid out of the client's own pocket."
Massage therapists are especially popular among adults under age 50 (58% favorable) and women (also 58% favorable). Indeed, those favorably-disposed include two-thirds of women under age 45 and two-thirds of women with at least two years of college. Those least favorable and least familiar with massage therapists are age 65 plus (37% favorable).
The market strength among younger adults bodes well for massage therapists as these Americans age. "The combination of these baby boomers reaching peak earning years just as their bodies begin to creak suggests that massage demand will only grow," Benson says. For the amount of stress relief, restoration, and relief of muscular soreness massage provides, that service remains a relative bargain. The survey found that the median price nationally for a one hour massage is just $60. Prices vary regionally and by setting; charges in spa settings tend to be higher than elsewhere.