"The megachurch story is not really about growth"

The unchurched remain untouched. While the number of people who say they attend at least once a week hovers around 30% year after year, the number who say they "never" go to church climbs.

The tally of "Nevers" varies from 16% in Gallup surveys to 22% in the General Social Survey, conducted by the National Opinion Research Center at the University of Chicago, to 32% in an Ellison Research survey this year. The new "Nevers" come from the pool of people who once attended monthly or a few times a year.

Many slide away from church to find other answers to their spiritual quest or another church where the preaching or music or family programs better suit their style.

"The megachurch story is not really about growth, it's about shifting allegiances. People want to feel good about who they already are," says Philip Goff, director of the Center for the Study of Religion and American Culture at Indiana University in Indianapolis. "If church is too challenging or not entertaining, they'll move on."