Women Go Starry-Eyed Over Horoscopes

Nearly three quarters of women check their horoscopes, 73%, whilst men are only 40% as likely to. Overall, 58% of Britain’s adults actually read their horoscope, according to findings from CIA MediaLab’s Sensor.

After women, the most loyal group of horoscope readers is 15-24 year-olds, 67% of whom regularly check their stars; the over 55 year olds are also keen followers; 61% of 55-64 year olds read their horoscopes.

Anthony Jones of CIA said, “At the end of last year we published research that examined who reads which newspaper sections. Sections ’95 confirmed our view that some sections or topics have quite specific and loyal readership. The horoscope pages clearly fall into this category with certain groups regularly reading them”.

CIA MediaLab: 0171 633 9999