Introduction: sex toys and research
The The global sex toy market continues to riseas a result of the increased openness, accessibility and normalization of pleasure-related products. Sex toys can enhance or enhance pleasure for many people, and research consistently shows that users report positive results, including increased sexual pleasure, less pain during sexual activity, and increased comfort and confidence in sexual experiences.
For the purposes of this blog, “sex toys” broadly refers to material products used to enhance sexual pleasure during solo or partnered activity. Although access is widespread in many Western countries, comparative research between countries remains relatively limited. A recent major international study helps fill this gap, surveying nearly 12,000 adults in six European countries to investigate:
How common is the ownership and use of sex toys
Who is likely to use them?
Whether the use is related to sexual, relationship or life satisfaction
Below you can see what the researchers found and what this means for sexual health professionals.
About the study
Between May and June 2022, adults from Denmark, Norway, Sweden, Finland, France and the United Kingdom completed online surveys. These countries are responsible for are among the highest online search interests in sex toysmaking them valuable sites for comparative research. Still, it is important to remember that the findings may not generalize to other regions with different social, cultural, or regulatory environments.
Participants provided information about:
Types of toys owned
How and with whom they were used
Sexual, relationship and life satisfaction
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How common is the use of sex toys in Europe?
More than half of adults surveyed reported owning at least one sex toy, reflecting the widespread access, normalization and integration of pleasure products in European households.
Most common types of toys
Vibrators and dildos (usually property)
Followed by: restraints such as handcuffs, cock rings and anal toys
How people use their toys
Relationship context
Most participants reported using sex toys alone or with a steady partner. In all countries approximately:
6 in 10 only use sex toys
6 in 10 use toys with a permanent partner
1 in 10 uses toys with separate partners
Interestingly, those with children living at home were more likely to own sex toys than both non-parents and parents whose children no longer lived at home, a reminder that fun and sexual exploration continue despite and perhaps because of changing household responsibilities.
Frequency trends
Several demographic and relational factors determined how often toys were used:
Age: Older adults used them less often
Relationship duration: Longer relationships were associated with decreased frequency
Gender and sexuality: Patterns varied considerably
Bisexual individuals were more likely to report use than heterosexual, gay/lesbian, or asexual participants
Women were slightly more likely to own toys overall, although men tended to own a greater number of toys
Number of sexual partners: Use was more common among individuals with more life partners
These trends show that sex toys serve many roles in sexual expression, and understanding why individuals use them is critical to effective professional support.
Cultural differences between countries
While ownership of items such as anal toys, BDSM products and strap-ons showed no meaningful differences by country, other patterns did emerge:
Other global research has also found that there is a strong interest in sex toys across Northern Europe, particularly in Denmark, Norway and Sweden, where online searches for dildos are among the highest in the world.
Sex toys and research: does using sex toys increase satisfaction?
Across countries, the findings were consistent:
Sexual satisfaction
Higher sexual satisfaction was associated with:
Yet an intriguing twist emerged:
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Life satisfaction
Ownership and use of toys were also associated with greater life satisfaction. Once again, people who reported owning more toys reported higher life satisfaction.
France again scored higher than Finland, Norway and Great Britain, but not significantly higher than Denmark or Sweden.
Relationship satisfaction
Relationship satisfaction was:
British participants reported higher relationship satisfaction than respondents from France, Sweden, Norway and Finland.
Limits
As with all studies, it is important to highlight some limitations. In a cross-sectional design study, there can be no question of causality certain. Therefore, some important questions arise for us, the public, and as sexual health professionals, including:
Do sex toys increase satisfaction?
Or are more satisfied individuals simply more likely to use them?
Or is the relationship bidirectional?
The examples of online opt-in panels may not fully represent the general population in Europe, and especially the rest of the world. There are various policies, laws, social norms, and barriers to access and affordability that contribute to some individuals using sex toys more often than others.
Implications for sexual health professionals
Sexual health providers often work with clients concerned with sexual satisfaction, desire, and changing physical or relationship needs. This research reinforces several practice points:
Normalize conversations about sex toys: The high prevalence indicates that many clients already own or use sex toys.
Integrate into education and counseling: Sex toys can be a useful, scientifically based discussion point for:
Recognize diversity: Usage patterns vary depending on age, gender, social and religious norms and expectations, sexual orientation, and other factors. Professionals must tailor support accordingly
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Conclusion: sex toys and research
Sex toys are widely used throughout Europe. If you’re interested in learning more about sex toys and other sexual health topics in Europe through an immersive experience, check out SHA’s study abroad programs–Paris And Amsterdam are next!
Sex toy use, especially with partners, is associated with higher:
Although more research is needed to understand causality, the findings reinforce that sex toys can be a meaningful part of a healthy, satisfying sexual life.
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