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Horoscopes and star sign sections have been a mainstay in newspapers, magazines and on the web, but how many people are actively reading and acting upon them?
According to online survey data collected by YouGov this year, two in five (42%) people aged 16-29 in Malaysia were reported to take star signs either somewhat or very seriously, in contrast to 22% for those over the age of 45.
This is in line with survey information pertaining to the region as a whole, as data shows that 48% of people in the 16-29 age group in APAC countries tended to take star signs seriously, while this percentage falls to 31% with those who were 45 and above.
However, in general, Malaysians, Singaporeans and Australians were revealed to be the least likely to heed the information, predictions and advice that were presented to them when reading their horoscopes, with only 23% , 28% and 29% of each nation’s respondents respectively, taking horoscopes seriously.
By contrast, surveyed residents of Vietnam, China and Thailand seem to pay more attention to their horoscopes, with 75%, 68% and 52%, respectively expressing that they take horoscopes seriously.
In addition, six in ten of all respondents believe star signs are able to predict their personality traits accurately, and more than half have used star signs to check their compatibility with potential romantic partners.
The survey also shows that one in three of those polled have altered their behaviour based on their horoscope.
With this increased interest in horoscopes among young people, horoscope related products have also become popular, with thirty percent of respondents revealing that they have purchased products such as gemstones, clothing and stationery that signify either star sign or birth month.