Despite some promising studies that show a renewed interest in Bible reading and church attendance, another study is showing the steady attachment Americans have to occult practices such as tarot card readings and astrology. The Pew Research Center surveyed 9,593 U.S. adults about their usage of such things as tarot cards, astrology or horoscopes, and fortune tellers. What the study found was that 5% of Americans consult a horoscope at least weekly, with 27% of US adults stating they believed in astrology. It’s a number that has remained fairly steady since 29% was found by Pew in 2017 and Gallop has found around 23% to 28% of Americans believed in astrology between 1990 to 2005. Overall, the study found that about 3 in 10 Americans make use of either tarot cards, horoscopes, or fortune tellers at least once a year.

About 2 in 10 adults who engage in these activities do so “just for fun” while only about 1% state they rely on such practices “a lot.” Young women and LGBTQ+ adults are the highest demographics that rely on such practices, with 4 in 10 women aged 18 to 49 believing in astrology and nearly 50% of LGBTQ+ adults stating they believe in astrology and 54% consulting astrology or a horoscope at least once a year.

Seven in 10 respondents identified as religious, with 3 in 10 of them believing in astrology, on par with the percentage of atheists and agnostics who say the same. It shows that an interest in astrology is fairly widespread across the US. “In recent years, we’ve heard a lot about growing interest in new age practices, especially among young people and on social media, and this data shows that these practices are fairly widespread across American society,” Chip Rotolo, lead author of the study, told Religion News.

Despite holding steady the last few decades, astrology is big business, with its revenue having grown 4% annually in the years since the COVID-19 pandemic. Easier access through social media could mean usage might increase. “Something happened with the quarantine, where we were forced to go back to our roots. We were all on autopilot, just going to work — and then overnight, we were forced to see ourselves,” said J Davis-Jones, a bartender who turned to tarot reading on TikTok during the pandemic and found success. Davis-Jones isn’t the only one to find success either. “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.”