Divides among Public Opinion on Astrology and Horoscopes

Younger adults are more likely to identify with their sign and use their horoscope to understand their life

The author(s)

  • Chris Jackson Senior Vice President, US, Public Affairs
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Washington, DC, December 16, 2019 – One in twenty Americans check their horoscope often, but nearly nine in ten (88%) know their zodiac/horoscope/astrological sign, reveals a new Ipsos poll on astrology. Of those who know their sign, about half identify with it (53%). Americans who are 18-34 years old are more likely than their older counterparts to say this, driven mostly by a higher percentage of this younger group strongly identifying with their sign (22% compared to 12% of adults 35-54 and 9% adults 55 or older).

Eighteen to thirty-four-year-old Americans are more likely to turn to their horoscope to understand parts of their life, with 31% agreeing compared to 21% of those 35-54, and 11% of those 55 or older. For those that do turn to their horoscope to understand their life, 37% use it to see what their future will be like, 34% to understand their mood and to explain the behavior of others, and 32% to evaluate relationship compatibility.

Read more about this poll here.


About the Study

These are some of the findings of an Ipsos poll conducted between November 26-27, 2019. For this survey, a sample of roughly 1,005 adults age 18+ from the continental U.S., Alaska, and Hawaii was interviewed online in English. The sample includes 242 adults age 18-34, 334 adults age 35-54, and 429 adults age 55 or older.

The sample for this study was randomly drawn from Ipsos’ online panel (see link below for more info on “Access Panels and Recruitment”), partner online panel sources, and “river” sampling (see link below for more info on the Ipsos “Ampario Overview” sample method) and does not rely on a population frame in the traditional sense. Ipsos uses fixed sample targets, unique to each study, in drawing a sample. After a sample has been obtained from the Ipsos panel, Ipsos calibrates respondent characteristics to be representative of the U.S. Population using standard procedures such as raking-ratio adjustments. The source of these population targets is U.S. Census 2016 American Community Survey data. The sample drawn for this study reflects fixed sample targets on demographics. Posthoc weights were made to the population characteristics on gender, age, race/ethnicity, region, and education.

Statistical margins of error are not applicable to online non-probability polls. All sample surveys and polls may be subject to other sources of error, including, but not limited to coverage error and measurement error. Where figures do not sum to 100, this is due to the effects of rounding. The precision of Ipsos online polls is measured using a credibility interval. In this case, the poll has a credibility interval of plus or minus 3.5 percentage points for all respondents. Ipsos calculates a design effect (DEFF) for each study based on the variation of the weights, following the formula of Kish (1965). This study had a credibility interval adjusted for design effect of the following (n=1,005, DEFF=1.5, adjusted Confidence Interval=+/-5.0 percentage points). The poll also has a credibility interval of plus or minus 7.2 percentage points for adults age 18-34, plus or minus 6.1 percentage points for adults age 35-54, and plus or minus 5.4 percentage points for adults age 55 or older.

For more information on this news release, please contact:

Chris Jackson
Vice President, US Public Affairs
+1 202 420-2025
[email protected]


About Ipsos

Ipsos is the world’s third largest market research company, present in 90 markets and employing more than 18,000 people.

Our passionately curious research professionals, analysts and scientists have built unique multispecialist capabilities that provide true understanding and powerful insights into the actions, opinions and motivations of citizens, consumers, patients, customers or employees. We serve more than 5000 clients across the world with 75 business solutions.

Founded in France in 1975, Ipsos is listed on the Euronext Paris since July 1st, 1999. The company is part of the SBF 120 and the Mid-60 index and is eligible for the Deferred Settlement Service (SRD).

ISIN code FR0000073298, Reuters ISOS.PA, Bloomberg IPS:FP www.ipsos.com


The author(s)

  • Chris Jackson Senior Vice President, US, Public Affairs