iVillage Relaunches Astrology.com

E-Poll Market Research conducted an online panel of 1,025 women aged 18-54 in conjunction with the relaunch of Astrology.com by iVillage Thursday, and it found that one third of female horoscope users consult their daily reading before making personal financial decisions.

The relaunched Astrology.com includes a spinning wheel for a quick view of categories including love and sex, home and family and mind and body, and the site allows users to change the background color on the homepage. Astrology.com now features 20 different types of personalized horoscopes on topics ranging from finance to pets, and it will offer tarot and numerology readings, as well as access to live psychics.

Astrology.com’s celebrity coverage includes mismatched celebrity couples, star birthdays of the week and a daily celebrity blog. And parents can consult monthly articles on how to raise their kids according to their zodiac signs, including “Child’s Personal Astrology Reading,” a cosmic guide for understanding your child’s viewpoint, and “Parental Influence Reading,” a key to understanding one’s own parenting style.

iVillage said it will also launch new sites for health, beauty and family throughout the first half of 2010.


Other findings from the E-Poll Market Research survey:

• Nearly as many respondents check horoscopes as they research personal health information on a monthly basis—37% versus 45%.
• 41% share their horoscopes with their friends.
• 28% say their horoscope can change their mood depending on what it says.
• 59% have a lucky number; with seven topping the list, followed by 13.
• 21% of moms believe people of certain zodiac signs have better sex lives.
• Nearly 40% check their husband’s horoscope, 25% check their child’s and 22% check other family members.