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Consumer Views & Use of Massage Therapy

Read the latest research on consumers' views of the massage profession and their use of massage from AMTA's annual survey.

Massage therapy is increasingly recognized as a cornerstone of integrative health and wellness, supported by years of research demonstrating its effectiveness for various treatments. Today, more consumers than ever are turning to massage to address their health needs.

Consumer Views of Massage

95% of individuals surveyed view massage as being beneficial to overall health and wellness.
94% of individuals surveyed believe that massage can be effective in reducing pain; with 30% of respondents stating they have used massage therapy for pain relief.
Consumers received an average of 2.5 massages in the past 12 months.

Reasons to Get a Massage

Consumers have quickly learned the value and efficacy of massage therapy as an important approach for health and medical conditions.

As few as 31% of individuals believe massage therapy is only a form of pampering.

In the 12 months ending June 2024, 22% of massage consumers received their last massage at a spa.

86% of consumers agree that massage therapy should be considered a form of health care.

62% of massage consumers have used massage for a health or medical reason in the 12 months ending June 2024.

27% of consumers had a massage for pain relief/pain management in the 12 months ending June 2024.

massage therapist treating patient in clinical setting

Massage for Health and Wellness

76% of individuals surveyed claim the primary reason for receiving their last massage in the 12 months ending June 2024 was health or wellness (42%) or stress related (34%).

Health or wellness reasons included pain relief, soreness, stiffness or spasms, injury recovery, migraines, prevention, pregnancy or prenatal, and general well-being.

Consumers Are Discussing Specific Medical Conditions with their Doctors

Of consumers who discussed massage with their doctor, 49% of respondents discussed acute or chronic pain relief or pain management. 37% discussed injury recovery or rehabilitation.

40% discussed soreness, stiffness, and spasms. Other conditions discussed included headaches, pregnancy, and relaxation or stress reduction.

Medical Providers Are Recommending Massage

Medical providers and doctors are more commonly viewing massage therapy as a complementary option to address health concerns. Of consumers who discussed massage therapy with their doctor or medical provider, 23% were referred to a massage therapist.

22% indicated they were strongly recommended by their doctor or medical provider to receive a massage. 22% indicated that they were encouraged by their doctor or medical provider to receive a massage. 20% were told that a massage might benefit them.

How to Choose a Massage Therapist

American massage consumers view AMTA as the most respected and credible name in massage therapy – three times higher than any other massage organization or business.

Consumers prefer their massage therapist be a member of AMTA nearly three to one over any other national massage organization or business.
AMTA remains the most trusted name in massage therapy by a ratio of more than 3-1 among adults who have had a massage in the past year.
Consumers see AMTA as having the best trained and educated massage therapists.
Nearly three times as many massage consumers in the past year looked for an AMTA massage therapist compared to members of any other group.
63 percent of consumers surveyed reported receiving a massage from a professional massage therapist in the past year.

Finding a professional massage therapist is vital to a positive massage experience. AMTA massage therapists have demonstrated a level of ability through education and/or testing, adhere to a code of ethics and must meet continuing education requirements.

Find a Massage Therapist

February 2023 survey conducted nationwide by Zogby Analytics of 1,418 adults (18+) on consumer awareness and brand name recognition, as well as consumers' views of AMTA and its competitor massage associations and employers.

AMTA’s annual consumer survey conducted by Big Village. The online omnibus study is conducted among a demographically representative US sample of 1,000 adults ages 18 and older. The survey was live on July 12-14, 2024.