Latest news with #IBISWorld
Courier-Mail
6 days ago
- Business
- Courier-Mail
McDonald's battles ‘fierce' Aussie competition as global sales drop
Don't miss out on the headlines from Restaurants & Bars. Followed categories will be added to My News. The famous golden arches might be losing their glow, with McDonald's recording a surprising drop in global sales as the fast-food giant battles 'fierce' competition in Australia. McDonald's reported a one per cent fall in global comparable sales in the first quarter of the year compared to the same period in 2024, which included a Leap Day. In its US birthplace, McDonald's recorded a 3.6 per cent decline in sales – marking the biggest sales drop since the pandemic, when restrictions were in place. McDonald's attributed a decrease in the number of comparable customer transactions at restaurants as a major factor behind its decline in US sales. McDonald's Chairman and CEO Chris Kempczinski said customers were 'grappling with uncertainty'. 'McDonald's has a 70-year legacy of innovation, leadership, and proven agility, all of which give us confidence in our ability to navigate even the toughest of market conditions and gain market share,' Mr Kempczinski said. McDonald's recorded a 3.6 per cent decline in sales in the US. Picture: Charly Triballeau/AFP In Australia, research suggests the fast-food giant's sales are rising, with market research firm IBISWorld estimating McDonald's sales to be $5.7 billion in 2024-2025, compared to $5.4 billion in 2023-2024. But it's not all good news, with the fast-food giant having to fight off hungry competitors eating into its market. 'While absolute sales figures might be rising, it is anticipated that McDonald's is losing market share to other fast food providers in Australia,' IBISWorld Industry Team Leader Disha Jeswanth told adding 'McDonald's faces fierce competition from several sources'. 'Within the fast food segment, the main differentiator is price in terms of value for money.' According to IBISWorld, McDonald's market share has consistently dropped from 21.5 per cent in 2021-2022 to 19.3 per cent in 2024-25. McDonald's is fighting off hungry competitors eating into its Australian market. Picture: Glenn Campbell Aside from competing against KFC, Dominos as well as burger joints of the likes of Hungry Jack's and Grill'd, McDonald's is also facing off with Mexican food brand Guzman y Gomez (GYG) which has proven itself to be a 'major emerging competitor'. 'Guzman y Gomez is capturing market share through its perceived healthier food offerings,' said Ms Jeswanth. 'While a large burger meal at Maccas is averaging above $15 these days, GYG is offering a burrito bowl for a similar price. The brand is also marketing its use of free-range chicken and high-quality ingredients. 'GYG's next move involves expanding into drive-thru operations, which will further weigh on McDonald's demand.' 'Grill'd, on the other hand, although it doesn't compete with Maccas on the basis of price, is offering gourmet burgers that are often a healthier choice.' To counter this, Ms Jeswanth notes McDonald's has continued sourcing over 90 per cent of its ingredients locally and using 100 per cent RSPCA-approved chicken. 'McDonald's also provides nutritional information with its food orders to maintain transparency. However, public perception around McDonald's food quality remains a challenge.' Guzman Gomez is a major emerging competitor against McDonald's. Picture: NewsWire/Gaye Gerard Jump in price An increase in prices, as other restaurants have done amid rising cost-of-living and inflation, have also hurt McDonald's reputation. 'McDonald's value proposition has long centred on providing affordable meals, appealing especially to budget-conscious consumers,' said Ms Jeswanth. 'However, consistent price increases in recent years, driven by rising input costs and wages have eroded this perception of value.' The price of a large fries has increased by more than 50 per cent since 2019, from $3.20 to $4.85 as of this month, while a classic Angus burger is up more than 25 per cent from $7.95 to $10. The increase has come at a time when cost-of-living pressures has changed Australians' spending habits. 'Lower-income households and younger consumers are extremely cautious of their discretionary spending', said Ms Jeswanth. McDonald's has seen an increase in prices in recent years. According to Finder's Consumer Sentiment, only 61 per cent of Australians reported spending money on food delivery or takeaway services per week in May 2025, compared to 68 per cent in May 2022. 'The cost of living is putting significant pressure on household budgets, and one area many Australians are cutting back on is non-essential spending such as takeaway,' Graham Cooke, head of consumer research at Finder told 'Fast food prices of some menu items at McDonalds have been rising faster than inflation. 'At the same time, local fast-food brands have diversified their offerings.' 'When groceries, energy bills, and housing costs rise, the convenience of restaurant-prepared meals becomes a luxury that is harder to justify for many individuals and families,' he added. 'What might have been a weekly or even bi-weekly habit could shift to a monthly treat or only for special occasions.' X Low customer satisfaction According to Sydney-based Fonto, which conducts weekly surveys of customer experiences at 19 Quick Service Restaurants (QSR) across Australia, McDonald's consistently underperforms on customer satisfaction compared to other brands across the last 16 months. In the first quarter of the year ending in April, McDonald's scored 69 per cent overall satisfaction – a drop from 71 per cent compared to the same period last year. Out of the top 15 brands, the fast-food giant was ranked last in the first quarter of this year. 'We're seeing consistently that McDonald's ranks towards the very bottom,' Fonto CEO Ben Dixon told adding it sits in the bottom third of 19 brands. Meanwhile, competitors GYG, Crust and Grill'd made up the top three brands for overall satisfaction. 'They're really focusing on fresh and healthy, they're brands that an athlete would consider buying from, and their prices aren't too far away. The gap in price used to be quite significant between, say, a Grill'd burger and a McDonald's meal, and it's not as big anymore.' Grill'd beef burgers range from $13.50 to $16.50, according to current prices listed on its website. In the first quarter of the year, McDonald's ranked 13 for price out of the top 15 brands. 'McDonald's customers have consistently got the least satisfaction with their prices than any of the other brands,' said Mr Dixon. 'So people feel like they're still paying a lot, and the quality is not there for what they're paying.' Grill'd recorded 88 per cent overall satisfaction among customers surveyed by Fonto between February and April 2025. Between March 2024-May 2024, Grill'd's overall satisfaction jumped from 85 per cent between to 88 per cent between February and April 2025. Over the same period, McDonald's dropped from 74 per cent to 69 per cent respectively. Despite the low customer satisfaction, 75 per cent of McDonald's customers told Fonto they didn't consider going elsewhere. Mr Dixon said one major reason behind this decision is proximity, with McDonald's owning over 1,000 restaurants across the country. 'If you're in a regional or rural area then it's hard to consider going somewhere else if there's nothing for a long way away,' he said. McDonald's over 1,000 restaurants across the country. Picture: Evan Morgan But as competitors open more stores the game could change. Last year, GYG announced its goal to expand its network to over 1,000 stores. 'The question that everyone probably needs to think about is, if every town had a strip, and in that strip was a McDonald's, a Hungry Jack's, a KFC and a Subway, would McDonald's hold the massive market there that it does?' Mr Dixon questioned. 'Or would people move between them because they don't want to eat a burger every night, or because the quality and the satisfaction is not necessarily as high in some of those restaurants?' The future of fast food in Australia New competitors such as US-based chicken chain Wingstop – which opened its first store in Australia this month – is also looking to take a bite out of an increasingly crowded market. 'McDonald's has stood the test of time in the Australian market, there is always the risk of losing market share to new competitors,' said Ms Jeswanth. 'International fast food giant Wendy's is set to expand to over 200 locations in Australia over the next decade, proving to be a direct competitor to Maccas.' To compete, Ms Jeswanth said brands will need to focus on providing premium quality and healthier meals at affordable prices. 'Consumer behaviour is tilting towards sustainable and healthier options, and fast food giants will need to match these preferences (including plant-based options) to remain viable in his highly competitive market,' she said. The fast food market is predicted to become more crowded in Australia. Picture: Glenn Campbell 'Despite McDonald's loyalty and scale within Australia, the brand will need to focus on bettering its offerings to remain competitive.' Mr Dixon agrees 'the competition will just get tougher'. 'If I was McDonald's or a McDonald's franchisee, I'd have my work ahead of me,' he said. 'They've got to think seriously about how they reinvent themselves again, or what they do differently to continue to dominate.' contacted McDonald's for comment but was referred to its first-quarter sales data. Originally published as McDonald's battles 'fierce' competition in Australia as global sales drop
News.com.au
6 days ago
- Business
- News.com.au
McDonald's battles ‘fierce' competition in Australia as global sales drop
The famous golden arches might be losing their glow, with McDonald's recording a surprising drop in global sales as the fast-food giant battles 'fierce' competition in Australia. McDonald's reported a one per cent fall in global comparable sales in the first quarter of the year compared to the same period in 2024, which included a Leap Day. In its US birthplace, McDonald's recorded a 3.6 per cent decline in sales – marking the biggest sales drop since the pandemic, when restrictions were in place. McDonald's attributed a decrease in the number of comparable customer transactions at restaurants as a major factor behind its decline in US sales. McDonald's Chairman and CEO Chris Kempczinski said customers were 'grappling with uncertainty'. 'McDonald's has a 70-year legacy of innovation, leadership, and proven agility, all of which give us confidence in our ability to navigate even the toughest of market conditions and gain market share,' Mr Kempczinski said. In Australia, research suggests the fast-food giant's sales are rising, with market research firm IBISWorld estimating McDonald's sales to be $5.7 billion in 2024-2025, compared to $5.4 billion in 2023-2024. But it's not all good news, with the fast-food giant having to fight off hungry competitors eating into its market. 'While absolute sales figures might be rising, it is anticipated that McDonald's is losing market share to other fast food providers in Australia,' IBISWorld Industry Team Leader Disha Jeswanth told adding 'McDonald's faces fierce competition from several sources'. 'Within the fast food segment, the main differentiator is price in terms of value for money.' According to IBISWorld, McDonald's market share has consistently dropped from 21.5 per cent in 2021-2022 to 19.3 per cent in 2024-25. Aside from competing against KFC, Dominos as well as burger joints of the likes of Hungry Jack's and Grill'd, McDonald's is also facing off with Mexican food brand Guzman y Gomez (GYG) which has proven itself to be a 'major emerging competitor'. 'Guzman y Gomez is capturing market share through its perceived healthier food offerings,' said Ms Jeswanth. 'While a large burger meal at Maccas is averaging above $15 these days, GYG is offering a burrito bowl for a similar price. The brand is also marketing its use of free-range chicken and high-quality ingredients. 'GYG's next move involves expanding into drive-thru operations, which will further weigh on McDonald's demand.' 'Grill'd, on the other hand, although it doesn't compete with Maccas on the basis of price, is offering gourmet burgers that are often a healthier choice.' To counter this, Ms Jeswanth notes McDonald's has continued sourcing over 90 per cent of its ingredients locally and using 100 per cent RSPCA-approved chicken. 'McDonald's also provides nutritional information with its food orders to maintain transparency. However, public perception around McDonald's food quality remains a challenge.' Jump in price An increase in prices, as other restaurants have done amid rising cost-of-living and inflation, have also hurt McDonald's reputation. 'McDonald's value proposition has long centred on providing affordable meals, appealing especially to budget-conscious consumers,' said Ms Jeswanth. 'However, consistent price increases in recent years, driven by rising input costs and wages have eroded this perception of value.' The price of a large fries has increased by more than 50 per cent since 2019, from $3.20 to $4.85 as of this month, while a classic Angus burger is up more than 25 per cent from $7.95 to $10. The increase has come at a time when cost-of-living pressures has changed Australians' spending habits. 'Lower-income households and younger consumers are extremely cautious of their discretionary spending', said Ms Jeswanth. According to Finder's Consumer Sentiment, only 61 per cent of Australians reported spending money on food delivery or takeaway services per week in May 2025, compared to 68 per cent in May 2022. 'The cost of living is putting significant pressure on household budgets, and one area many Australians are cutting back on is non-essential spending such as takeaway,' Graham Cooke, head of consumer research at Finder told 'Fast food prices of some menu items at McDonalds have been rising faster than inflation. 'At the same time, local fast-food brands have diversified their offerings.' 'When groceries, energy bills, and housing costs rise, the convenience of restaurant-prepared meals becomes a luxury that is harder to justify for many individuals and families,' he added. 'What might have been a weekly or even bi-weekly habit could shift to a monthly treat or only for special occasions.' Low customer satisfaction According to Sydney-based Fonto, which conducts weekly surveys of customer experiences at 19 Quick Service Restaurants (QSR) across Australia, McDonald's consistently underperforms on customer satisfaction compared to other brands across the last 16 months. In the first quarter of the year ending in April, McDonald's scored 69 per cent overall satisfaction – a drop from 71 per cent compared to the same period last year. Out of the top 15 brands, the fast-food giant was ranked last in the first quarter of this year. 'We're seeing consistently that McDonald's ranks towards the very bottom,' Fonto CEO Ben Dixon told adding it sits in the bottom third of 19 brands. Meanwhile, competitors GYG, Crust and Grill'd made up the top three brands for overall satisfaction. 'They're really focusing on fresh and healthy, they're brands that an athlete would consider buying from, and their prices aren't too far away. The gap in price used to be quite significant between, say, a Grill'd burger and a McDonald's meal, and it's not as big anymore.' Grill'd beef burgers range from $13.50 to $16.50, according to current prices listed on its website. In the first quarter of the year, McDonald's ranked 13 for price out of the top 15 brands. 'McDonald's customers have consistently got the least satisfaction with their prices than any of the other brands,' said Mr Dixon. 'So people feel like they're still paying a lot, and the quality is not there for what they're paying.' Between March 2024-May 2024, Grill'd's overall satisfaction jumped from 85 per cent between to 88 per cent between February and April 2025. Over the same period, McDonald's dropped from 74 per cent to 69 per cent respectively. Despite the low customer satisfaction, 75 per cent of McDonald's customers told Fonto they didn't consider going elsewhere. Mr Dixon said one major reason behind this decision is proximity, with McDonald's owning over 1,000 restaurants across the country. 'If you're in a regional or rural area then it's hard to consider going somewhere else if there's nothing for a long way away,' he said. But as competitors open more stores the game could change. Last year, GYG announced its goal to expand its network to over 1,000 stores. 'The question that everyone probably needs to think about is, if every town had a strip, and in that strip was a McDonald's, a Hungry Jack's, a KFC and a Subway, would McDonald's hold the massive market there that it does?' Mr Dixon questioned. 'Or would people move between them because they don't want to eat a burger every night, or because the quality and the satisfaction is not necessarily as high in some of those restaurants?' The future of fast food in Australia New competitors such as US-based chicken chain Wingstop – which opened its first store in Australia this month – is also looking to take a bite out of an increasingly crowded market. 'McDonald's has stood the test of time in the Australian market, there is always the risk of losing market share to new competitors,' said Ms Jeswanth. 'International fast food giant Wendy's is set to expand to over 200 locations in Australia over the next decade, proving to be a direct competitor to Maccas.' To compete, Ms Jeswanth said brands will need to focus on providing premium quality and healthier meals at affordable prices. 'Consumer behaviour is tilting towards sustainable and healthier options, and fast food giants will need to match these preferences (including plant-based options) to remain viable in his highly competitive market,' she said. 'Despite McDonald's loyalty and scale within Australia, the brand will need to focus on bettering its offerings to remain competitive.' Mr Dixon agrees 'the competition will just get tougher'. 'If I was McDonald's or a McDonald's franchisee, I'd have my work ahead of me,' he said. 'They've got to think seriously about how they reinvent themselves again, or what they do differently to continue to dominate.'
Yahoo
21-05-2025
- General
- Yahoo
How many Americans believe in astrology and rely on fortune-telling? A new survey has answers
NEW YORK (AP) — A lot of American adults — about 3 in 10 — make use of astrology, tarot cards or fortune tellers 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 fortune-telling — 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. The biggest astrology fans? Younger women and LGBTQ+ people 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 fortune teller, 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 fortune tellers. 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. A growing industry 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.' Bias based on astrological signs? Expert says that's 'irrational' 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 fortune-telling 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.
San Francisco Chronicle
21-05-2025
- General
- San Francisco Chronicle
How many Americans believe in astrology and rely on fortune-telling? A new survey has answers
NEW YORK (AP) — A lot of American adults — about 3 in 10 — make use of astrology, tarot cards or fortune tellers 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 fortune-telling — 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. The biggest astrology fans? Younger women and LGBTQ+ people 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 fortune teller, 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 fortune tellers. 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. A growing industry 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.' Bias based on astrological signs? Expert says that's 'irrational' 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. — 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 fortune-telling 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.' ___
Winnipeg Free Press
21-05-2025
- General
- Winnipeg Free Press
How many Americans believe in astrology and rely on fortune-telling? A new survey has answers
NEW YORK (AP) — A lot of American adults — about 3 in 10 — make use of astrology, tarot cards or fortune tellers 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 fortune-telling — 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. The biggest astrology fans? Younger women and LGBTQ+ people 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 fortune teller, 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 fortune tellers. 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. A growing industry 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.' Bias based on astrological signs? Expert says that's 'irrational' 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. Wednesdays A weekly look towards a post-pandemic future. 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 fortune-telling 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.
