RESEARCH ROUND-UP: NORTH AMERICA
Social standing
Social media is the antithesis of spa and wellness, yet new research from ISPA shows spa-goers in the USA are engaged and enthusiastic users. Leonor Stanton analyses the findings and gets insights from operators
N
inety-two per cent of people in the USA has interacted with at least one social media platform, according to a study released by the International
Spa Association (ISPA) recently. Conducted by PricewaterhouseCoopers, on behalf of the ISPA Foundation, Social Media and the Spa-Goer takes an in-depth look at social media habits of USA consumers as a whole, as well as spa customers. It breaks down social media usage by age, wealth and gender and highlights how consumers are using social media to connect with spas. Despite the prevalence of social media space, however, it found that social media sites have “so far failed to really
engage the majority of consumers”. We dig deeper to find out why.
SIGNIFICANT SITES Spa-goers are much more likely to be active users and contributors of all social media platforms than the population in the USA as a whole, the survey found. Facebook is the platform used by the
most consumers. But Instagram, Pinterest, LinkedIn and Twitter are more likely to be used by spa-goers (see Diagram 1). As a result, the survey suggests that,
“despite the fact that Facebook and YouTube are the platforms used by the highest percentage of spa-goers (and the general population as a whole), in some
circumstances it may be more beneficial to post to other sites... over half of the users of Instagram, Pinterest, LinkedIn and Twitter have visited a spa in the last 12 months, whereas the majority of Facebook and YouTube users have not. In particular, 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.
CAPTURING CUSTOMERS Social media is more likely to be used in pre-purchase activities – gathering and sharing information. Far fewer customers engage in post-purchase interactions,
Diagram 1: Percentage of Users of Each Social Media Platform Who Are Spa-goers 65% INSTAGRAM 56% PINTEREST 100 SPA BUSINESS HANDBOOK 2015 52% LINKEDIN 51% TWITTER
Source: Social Media and the Spa-Goer, Consumer Snapshot – Volume V, ISPA 2014
44% YOUTUBE
41% FACEBOOK
www.spahandbook.com
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