Americans Turn to Astrology for Guidance and Comfort, Harris Poll Reveals

A recent survey by The Harris Poll shows a notable inclination among Americans towards astrology, especially evident in Millennials, who significantly integrate astrological insights into their personal and dating lives. Conducted in January 2024, this study involved 2,069 U.S. adults and displays a broad acceptance of astrology, with 85% feeling positive or neutral about it. Particularly, 61% view astrology as a comforting presence during uncertain times.

In terms of personal application, a majority of participants use astrology for various decisions, prominent in practices of self-care, romantic commitments, and career choices. Millennials, specifically, frequently consult astrological readings for relationship guidance and career advice, with 81% relying on astrology for dating decisions. The study also highlights that Millennials are likely to cancel dates based on incompatible zodiac signs, reflecting astrology's substantial influence on their romantic decisions.

The survey also explores perspectives across different age groups and sheds light on the increasing utilization of astrological services. Surprisingly, men are as engaged as women in astrology, challenging common gender stereotypes associated with its practice. With a considerable number of Americans willing to incur expenses on astrological content and services, astrology continues to be a significant cultural and personal consideration in contemporary America.