Consumer Views: Spas
Spas entice younger consumers
By Dana French -- Casual Living, 11/1/2008 12:00:00 AM
Only 12% of the nearly 14,000 U.S. consumers answering the exclusive Casual Living and HGTV survey currently own a spa, but nearly one-third plan to buy a spa. And the prospective customers are significantly younger than the current owners — 25% of spa owners are under age 45, compared with 37% of those planning to buy one.
Additionally, the survey asked consumers what pie-in-the-sky features they would include in their dream outdoor space and more than half wanted a spa.
Forty-five percent of respondents said they would shop at a casual furniture specialty store first if they were looking for a spa. Spa or pool specialty stores were cited by 19% of respondents as the first place they would shop, followed by 14% who said they would shop online. Thirteen percent of consumers would first shop a home improvement center for a spa.
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More than half of casual furniture specialty store shoppers have household incomes of $75,000 or more, compared with 44% of respondents first shopping the Internet and 42% of consumers first shopping a spa or pool specialist. One-third of consumers shopping a home improvement center first have incomes of $75,000 or more.
12% of responding consumers currently own a spa
32% of consumers plan to buy a spa
Consumer demographics
| Region | Currently own a spa | Plan to buy a spa |
| Northeast | 15% | 18% |
| Midwest | 20% | 22% |
| South | 38% | 43% |
| West | 27% | 17% |
| Age | ||
| Under 35 | 5% | 12% |
| 35–44 | 19% | 25% |
| 45–54 | 44% | 39% |
| 55–64 | 26% | 20% |
| 65 and over | 6% | 4% |
| Household income | ||
| Under $50,000 | 16% | 25% |
| $50,000 to $74,999 | 21% | 29% |
| $75,000 to $99,999 | 23% | 22% |
| $100,000 or more | 40% | 24% |
First place consumers would shop for a spa
| % of consumers | |
| Other includes catalogs, interior designers, garden centers, hardware stores, discount department stores and department stores, among others. Source: Casual Living and HGTV Consumer Views Survey, 2008 |
|
| Casual furniture specialty store | 45% |
| Spa and pool specialty store | 19% |
| Internet | 14% |
| Home improvement center | 13% |
| Warehouse membership club | 4% |
| Other | 5% |
| Desired spa features | % of consumers |
| Source: Casual Living and HGTV Consumer Views Survey, 2008 | |
| Four seats | 48% |
| More than four seats | 45% |
| Built-in sound | 30% |
| Attached lap pool | 10% |
We would love your feedback!
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