DIAGRAM 1


Men are more likely to book a spa treatment using social media websites than women


% of users of each social media platform who are spa-goers


65% 56% 52% 51% 44% 41%


Instagram, the picture posting platform, is a hub for spa-goers, so posts to this site might be more frequently engaged with and shared”. Some 65 per cent of Instagram users are spa-goers.


Driving business Social media is more likely to be used in pre-purchase activities – gathering and sharing information. Far fewer customers engage in post-purchase interactions, such as providing reviews. Men are more likely to book a treatment or engage in post-purchase activities than women, while women are more likely than men to enter competitions (See Graph 1). The social media survey confirms


ISPA’s previous findings that discounts are important to drive revenue and promote loyalty, especially for women. “Spa treatment discounts” scored 4.16 out of 5 in terms of importance for women and 3.95 for men. In fact, three of the top four influencing factors for visiting a spa relate to promotions/discounts. Also important are “mentions from


friends/family” which are given a much higher influence than “mentions from someone you don’t know” – 4.04 versus 2.99. “Photos of a spa facility” are also relatively key scoring 3.80, while “information about the benefits of a spa treatment” and “healthy living tips” score around 3.45.


GRAPH 1 Spa-Goers Using Social Media to Connect


30% 45% 60%


0% 15%


Research a Spa


Enter a Competition to Win Spa Treatment


FEMALE SPA-GOER


Book a Spa Treatment


MALE SPA-GOER Source: Social Media and the Spa-Goer, Consumer Snapshot – Volume V, ISPA 2014


Provide Review or Feedback


Instagram


Pinterest


LinkedIn


Twitter


YouTube


Facebook


The researchers suggest that one way


spas could capture customer attention is to use social media to engage users in health and wellness discussions. To do so effectively, they should look at using the most popular health and wellness topics that people research on social media. Interestingly, the top three researched topics are the same for both spa-goers and members of the general public – namely issues associated with “fitness”, “nutritional advice” and “stress”.


Obstacles to overcome But why has social media failed to engage the majority of consumers? The survey finds that this is down to the perceived reliability of information. It reports that “while 43 per cent of the general population feel social media helps them to research products and services, only 27 per cent of people trust the reviews they read.” The figures are slightly more positive


for spa-goers – 61 per cent of them feel social media is a helpful tool for


©CYBERTREK 2015 spabusiness.com issue 1 2015 79


SHUTTERSTOCK/PETER BERNIK


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