63% of female astrology users are under 30, with relationships and life decisions driving consultations, study reveals

Women are emerging as the leading users of digital astrology platforms in India, according to a new user behaviour analysis by India’s first lineage tech platform, iMeUsWe. The study reveals that young women are increasingly using astrology not merely as a belief system, but as a guidance framework for navigating major life decisions. The analysis of astrology users on the platform shows that women account for 60.3% of the total user base.

Young women driving engagement

The strongest engagement comes from younger users. The study finds that 63% of women astrology users fall within the 18–30 age group, with the 25–30 segment accounting for 41% of female users, making it the single largest cohort on the platform. This stage of life often coincides with key transitions such as career planning, relationship decisions, and marriage considerations, suggesting that digital astrology is increasingly being used as a structured guidance tool during these milestones.

According to the platform, this trend reflects a broader shift in how younger generations are engaging with traditional knowledge systems. “Young women today are engaging with traditional knowledge systems in more thoughtful ways. Astrology is no longer just about belief; it is becoming a tool for reflection during key life decisions. When this is viewed alongside family lineage and heritage, it creates a deeper understanding of identity, helping individuals connect their past with the choices they make for the future,” said Vivek Desai, Co-Founder & Chairman, iMeUsWe.

Relationship decisions lead consultation themes

The analysis also reveals clear patterns in the topics women seek guidance on. Among the consultations analysed, relationship-related concerns dominate. Combined, nearly 70% of women’s consultations relate to relationship or marriage decisions, highlighting the continued role of astrology in navigating personal and family life choices.

North India accounts for largest share of consultations

The study also highlights distinct regional patterns in digital astrology engagement across India. North India accounts for the largest share of consultations at 35.5%, followed by West and Central India. Together, these regions contribute 65.6% of total consultations, indicating particularly strong participation from these parts of the country. Eastern India accounts for 17.7%, while South India contributes 13.9%, reflecting growing adoption across diverse geographies.

While astrology has long held cultural relevance in India, the study suggests that the nature of engagement is evolving, indicating a shift in behaviour. Young users are increasingly accessing astrology through digital platforms, combining traditional belief systems with technology-enabled consultations and personalised insights. As digital platforms expand access to traditional knowledge systems, astrology is emerging as a structured guidance tool for navigating life’s personal and professional transitions.