NEW YORK (AP) — A lot of American adults — about 3 in 10 — make use of astrology, tarot cards or fortunetellers at least once a year. But only a small fraction of them rely on what they learn from these practices to make major decisions.
That’s according to a nationwide survey released Wednesday by the Pew Research Center, encompassing 9,593 U.S. adults who were interviewed last October.
Overall, according to Pew, about 2 in 10 U.S. adults say they engage in at least one of these activities mostly "just for fun," while about 1 in 10 say they engage mostly because they “believe the practices give them helpful insights.” Only about 1% say they rely “a lot” on what they learn from these practices when making major life decisions.
Yet it's a big business. The psychic services industry — which encompasses various specialties such as astrology, palm-reading, psychic readings and fortunetelling — generated an estimated $2.3 billion in revenue in 2024 and employed 105,000 people, according to market research firm IBIS World.
“Traditional skepticism about consulting psychics has waned, with more consumers embracing these services, especially in times of uncertainty,” wrote IBIS World analyst Michal Dalal.
There were some major demographic differences in responses to the Pew survey, notably finding that younger adults — and especially younger women — are more likely than other major age groups to consult astrology or horoscopes. According to Pew, about 4 in 10 women ages 18 to 49 say they believe in astrology. That compares with about 3 in 10 women 50 and older and about 2 in 10 men under age 50.
Another distinctive group: LGBTQ+ adults. According to the survey, about half of them consult astrology or a horoscope at least yearly — roughly twice the share among U.S. adults overall. Pew found that about 2 in 10 LGBTQ+ adults say that when they make major life decisions, they rely at least “a little” on what they’ve learned from a fortuneteller, tarot cards, astrology or a horoscope — a considerably larger share than any other demographic subgroup.
On the other hand, the survey found that adults ages 65 or older, those with high incomes and college degrees, and those who identify as politically conservative are less likely than other adults to believe in astrology and engage with tarot cards and fortunetellers.
Among other questions, Pew asked respondents if they were religiously affiliated, and about 7 in 10 said yes. Of that group, about 3 in 10 said they believe in astrology — very similar to the percentage of astrology believers among the religiously unaffiliated respondents who identified as atheist, agnostic or “nothing in particular.”
About one-third of Black Protestants, Hispanic Catholics and adults who say their religion is “nothing in particular” said they believe in astrology, according to Pew. Atheists, agnostics, white evangelical Protestants and Jewish Americans, meanwhile, were less likely than the general public to say they believe in astrology.
Among Hispanic Catholics, about 1 in 10 said they rely on insights from these practices at least “a little” when making major life decisions, which was more than most of the other religious groups featured in the survey.
On the specific question of astrology, the new survey found that 27% of U.S. adults believed in it — similar to the 29% who answered affirmatively in a 2017 Pew survey.
According to IBIS World, the psychic services industry's total revenue has increased by more than 4% annually since the start of the COVID-19 pandemic five years ago, “when business closures, sickness and loss of loved ones prompted a surge in demand for spiritual guidance services.”
“Astrology and aura reading are leveraging digital platforms to extend their reach,” IBIS World said. “Thanks to easy access via mobile apps and social media platforms, personalized reports and virtual readings are gaining traction with younger consumers.”
Astrology, throughout its long history, has been embraced by its believers and treated with bemusement or even ridicule by skeptics. It was the subject of extensive research led by a Massachusetts Institute of Technology professor, Jackson Lu. His team, using a sample of more than 170,000 people, determined in 2020 that there was extensive discrimination in China against Virgos, but that the bias was “irrational” because astrological signs predict neither personality or job performance.
For supporters of psychic services, there have been positive developments more recently. Among them:
— Last year, the City Council in Norfolk, Virginia, repealed a 45-year-old ban on “the practice of palmistry, palm reading, phrenology or clairvoyance, for monetary or other compensation.” Under that ban, various forms of fortunetelling could lead to as much as a year in jail.
— “ Look Into My Eyes,” a full-length documentary about psychics in New York, received numerous positive reviews after it was released in September. AP film critic Lindsey Bahr called it “unjudgmental, funny and poignant.”
Associated Press religion coverage receives support through the AP’s collaboration with The Conversation US, with funding from Lilly Endowment Inc. The AP is solely responsible for this content.
FILE - An employee at Sotheby's auction house holds a twelfth-century silver inlaid scalloped basin with astrological designs, estimated to fetch 1,000,000 - 1,500,000 sterling pounds, as part of the auction house's forthcoming Arts of the Islamic World and India sale on March 31, in London, March 29, 2021. (Dominic Lipinski/PA via AP)
FILE - Ashley Branton lays out tarot cards in the back of her shop, Velvet Witch, in Norfolk, Va., June 13, 2024. (AP Photo/Ben Finley, File)
PITTSBURGH (AP) — Lamar Jackson thought it was over. That the Baltimore Ravens' unwieldy season would end up in a familiar spot: the playoffs.
Then, rookie kicker Tyler Loop's potential game-winning field goal from 44 yards out drifted a little right. And then a little further right. And then a little further right still.
By the time it fluttered well wide of the goalposts, the playoffs were gone. So was Jackson's certainty after a 26-24 loss to Pittsburgh on Sunday night sent the Ravens into what could be a turbulent offseason.
“I'm definitely stunned, man,” Jackson said. “I thought we had it in the bag. ... I don't know what else we can do.”
Jackson, who never really seemed fully healthy during his eighth season as he battled one thing after another, did his part. The two-time NFL MVP passed for 238 yards and three touchdowns, including two long connections with Zay Flowers in the fourth quarter that put the Ravens (8-9) in front.
It just wasn't enough. Baltimore's defense, which played most of the second half without star safety Kyle Hamilton after Hamilton entered the concussion protocol, wilted against 42-year-old Steelers quarterback Aaron Rodgers.
Rodgers passed for a season-high 294 yards, including a 26-yard flip to a wide-open Calvin Austin with 55 seconds to go after a defender slipped, symbolic of a season in which Baltimore's defense only occasionally found its form.
Still, the Ravens had a chance when Jackson found Isaiah Likely for a 28-yard gain on fourth down from midfield. A couple of snaps later, the 24-year-old Loop walked on to try to lift Baltimore to its third straight division title.
Instead, the rookie said he “mishit” it. Whatever it was, it never threatened to sneak between the goalposts.
“It’s disappointing,” Loop said.
Loop was talking about the game. He might as well have been talking about his team's season.
The Ravens began 1-5 as Jackson dealt with injuries and the defense struggled to get stops. Baltimore found a way to briefly tie the Steelers for first in late November, only to then split its next four games, including a home loss to Pittsburgh.
Still, when Jackson and the Ravens walked onto the Acrisure Stadium turf on Sunday night in the 272nd and final game of the NFL regular season, Baltimore was confident. The Ravens drilled Pittsburgh in the opening round of the playoffs a year ago behind the ever-churning legs of running back Derrick Henry.
When Henry ripped off a gain of 40-plus yards on the game's first offensive snap, it looked like it was going to be more of the same. While Henry did rush for 126 yards and joined Hall of Famer Barry Sanders as the only running backs in NFL history to have five 1,500-yard seasons, he was less effective in the second half.
Even that first run was telling of what night it was going to be, as an illegal block by wide receiver Zay Flowers cost Baltimore some field position. The Ravens ended up scoring on the drive anyway, thanks to a 38-yard fourth-down flip from Jackson to a wide-open Devontez Walker, but it started a pattern that was hard to shake as several steps forward were met with one step back on a night the Ravens finished with nine penalties for 78 yards.
“We were having a lot of penalties, which kept stopping drives," Jackson said. “But I'm proud of my guys because we kept overcoming. We kept overcoming adversity and situations like this. Divisional games (can) be like that sometimes.”
Particularly when the Steelers are on the other side of the line of scrimmage. Pittsburgh has won 10 of the last 13 meetings. And while a handful of them have been in late-season matchups with the Ravens already assured of reaching the playoffs, the reality is the Steelers have been able to regularly do something that most others have not: found a way to beat Jackson.
“It comes down to situations like this,” Jackson said. “Two-point conversion one year. Field goal another year. And again this year. Just got to find a way to get that win here.”
And figure out who is going to be around to help get it.
Head coach John Harbaugh's 18th season in Baltimore ended with the Ravens missing the playoffs for just the second time in eight years. Jackson turns 29 this week and is still one of the most electric players in the league.
Yet Harbaugh and Jackson have yet to find a way to have that breakthrough season that Harbaugh enjoyed with Joe Flacco in 2013 when the Ravens won the Super Bowl.
There was hope when the season began that the roadblocks that have long been in the franchise's way — Kansas City and Patrick Mahomes chief among them — would be gone.
While the Ravens did get their way in a sense — the Chiefs will watch the playoffs from afar for the first time in a decade after a nightmarish season of their own — it never all came together.
Jackson declined to endorse Harbaugh returning for a 19th season, saying the loss was still too fresh to zoom out on what it might mean for the franchise going forward.
Harbaugh, for his part, certainly seems up for running it back in the fall.
“I love these guys,” he said afterward. “I love these guys.”
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Baltimore Ravens quarterback Lamar Jackson, right, hands the ball off to running back Derrick Henry (22) during the first half of an NFL football game against the Pittsburgh Steelers, Sunday, Jan. 4, 2026, in Pittsburgh. (AP Photo/Gene J. Puskar)
Baltimore Ravens head coach John Harbaugh talks with an offical during the second half of an NFL football game against the Pittsburgh Steelers, Sunday, Jan. 4, 2026, in Pittsburgh. (AP Photo/Justin Berl)
Pittsburgh Steelers defensive tackle Cameron Heyward, left, greets Baltimore Ravens quarterback Lamar Jackson (8) after an NFL football game Sunday, Jan. 4, 2026, in Pittsburgh. (AP Photo/Gene J. Puskar)
Pittsburgh Steelers safety Jabrill Peppers (40) reacts after Baltimore Ravens kicker Tyler Loop (33) missed a field goal attempt in the second half of an NFL football game against the Pittsburgh Steelers, Sunday, Jan. 4, 2026, in Pittsburgh. (AP Photo/Gene J. Puskar)
