Well, one aspect of myths that cannot be denied is that they are ubiquitous across all countries and cultures. Every society has its own form of myths, and interestingly, often these different myths are re-tellings of central archetypal stories that are changed slightly to fit different cultures and experiences.
The popularity of myths and the way that they are still read and studied just as much today suggests very strongly that myths are much more than just stories, and that they have an important purpose in today's world, just as they were important in ancient civilisations. Myths can be described as sacred tales that help man understand the world and his place in it. Myths often try to respond to eternal questions, such as the origin of the existence of evil, and also, through the archetypes that they provide, seem to give guidance to every generation. Let us take one example: the hero's quest, that we see echoed throughout so many myths, such as The Odyssey, the Twelve Labours of Hercules and Beowulf, is a kind of model for youngsters to imitate as they go through the process of growing up and accepting adult responsibilities.
These are just some of the reasons why myths are still important and popular today. Myths open the window of the timeless and the essential, and this remains true whatever period of history we come from or however strong our scientific sophistication.