In its 11^th annual survey of American consumers, the American Massage Therapy Association found that more people get massage therapy for medical purposes than for relaxation, with baby boomers leading the way. The goal of a better quality of life and overall wellness drove 24 percent of adult Americans to receive a massage in the past 12 months, with more than a third (34 percent) receiving a massage in the past five years.

"It's no surprise that people are turning to massage therapy to improve their wellness," said AMTA President Dr. Leena S. Guptha. "It's a proven way to manage pain, recover from injury and improve one's quality of life, often reducing the need for medications and invasive treatments."

Of the 1,008 adult respondents (502 men and 506 women, age 18 or older and living in private households in the U.S.), 30 percent of those who received a massage in the past five years did so for medical reasons, compared to 22 percent who were in search of relaxation and 13 percent who simply indulged in a treatment. Almost one-third (32 percent) of Americans say they've used massage therapy at least once for pain relief, just behind consumers who have chosen chiropractic (38 percent) or physical therapy (44 percent). Survey respondents said they most frequently sought massage for medical reasons such as pain management, injury recovery, soreness, general wellness and control of headaches or migraines.

Maintaining their general health and wellness was a major reason many turned to massage therapy. Of those surveyed, 87 percent agreed with the statement that massage can be effective in reducing pain; 85 percent agreed that massage could be beneficial to health and wellness; and 59 percent would like to see their insurance plans cover massage therapy. In light of these findings, almost one in five (19 percent) reported discussing massage therapy with their doctor or health care provider. And of those 19 percent, more than half (58 percent) said their doctor recommended or encouraged them to get a massage.

"Health care providers and consumers are finding out what professional massage therapists have always understood - that massage is not only relaxing, but also an important tool for pain management and overall wellness," Dr. Guptha said.

The baby boomer generation is leading this trend, with 38 percent of those ages 45 to 64 tending to seek massage for health conditions and medical reasons. In contrast, only 25 percent of people ages 18 to 44 cited medical reasons for getting a massage. In addition, 23 percent of those baby boomers have discussed massage therapy with their doctor or health care provider, compared to 18 percent of those 18 to 24 years of age.

While women still tend to receive more massages than men, each year, more and more men are discovering the health benefits massage therapy can offer. Forty-three percent of women have had a massage in the past five years compared to 25 percent of men. However, 17 percent of men had a massage in the past 12 months compared to only 12 percent last year. The survey also found that women are more likely to have discussed massage therapy with their doctors (24 percent vs. 14 percent), but men have massages for medical reasons more often than women (35 percent vs. 27 percent).

Massage therapy also appears to be growing in popularity as a popular gift item for spouses and significant others. Overall, women are more likely than men to give massages as a gift (32 percent vs. 23 percent). Of the men surveyed who gave massage as a gift, 58 percent gave it to their spouse and 32 percent chose a significant other. In comparison, women's gifts of massage went to spouses just 28 percent of the time and only 14 percent to a significant other. Forty-one percent of women gave massage as a gift to a friend and 39 percent to a family member.

In light of the above trends, this could be your year to make a big push in advertising those holiday gift certificates and prepackaged sets of lotions that make for easy gift-giving during this hectic time of year. Encourage your existing clients to give the gift of massage to those they love - it could boost your bottom line in the new year.

Note: This annual consumer survey was conducted by Caravan Opinion Research Corporation International during July 2007. The survey has a confidence level of plus or minus three percent. For more information on this, as well as previous AMTA consumer surveys, visit www.amtamassage.org.