Astrology is a multi-million-dollar industry. Its ubiquity in contemporary social life suggests that astrology may be an important component of Americans’ identity and lived experience. Despite this popularity, scholarly attention to the uses and views of astrology is limited and has largely focused on its relationship with religion and religiosity. Further, little is known about who uses astrology in the United States, how, and why. In this article, we conduct a preliminary analysis of how Americans view and utilize astrology, drawing from survey and interview data with Americans and professional astrologers. Nationally representative quantitative data indicate that women, sexual minorities, and younger adults are each more likely to consult their horoscope, consistent with recent research. Qualitative data suggests that astrology can be a marker of identity, self-understanding, and entertainment for the public, rather than strictly as a facet of religious belief and may occupy a cultural space akin to other “personality” indicators for some. For professional astrologers and their clients, astrology is viewed as part of a complex spirituality and used as a tool for decision-making and self-understanding. We conclude by discussing promising directions for future sociological research on astrology.
Noy et al. (Thu,) studied this question.