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Foreword

At Sinful we live for playfulness and curiosity because we simply can’t resist. Imagine if our mission of a playful sex life for everyone could become a human right – the 18th sustainable development goal!

When we as humans play and are curious about new experiences, we get the energy and desire to rediscover ourselves and each other. Through all the ups and downs in life. And even though adulthood catches up with us quickly it doesn’t have to be all chores and seriousness.

That’s what we at Sinful love about sex toys. The playing. Because playing fosters curiosity which in turn fosters conversations. We all have things that are difficult to talk about – both inside and outside the bedroom.

A simple, short conversation has the potential to open a whole new world and understanding of ourselves and our partners. That’s why our mission continues to motivate us. And it’s why we now are launching the Sindex.

With the Sindex we are looking into how the Britons view intimacy, sex, and relationships. We hope it can inspire both the funny, the easy, and the deep conversations in living rooms as well as bedrooms.

It has been an eye-opener for us to see how similar we are and how many of the same thoughts, concerns, and joys, we share.

Mathilde Mackowski


Visionary

Let's talk about sex

Sindex by Sinful

Communication can be the key to a better sex life. At least, if you ask the Britons. In fact, nearly 9 out of 10 think that being able to talk openly and honestly with their partner about sex, desires, and fantasies is important for a good sex life. Unfortunately, only about half of us find it easy to talk about sex with our partner – and a quarter of us find it difficult.

If we look closer at relationships in the United Kingdom, there is a clear link between our ability to talk about sex and how satisfied we are with our sex lives. 4 out 5 Britons, who are in a relationship, where they are good at talking about sex, say they are satisfied with their sex lives. This, on the other hand, only goes for 35% of the Britons, who say they aren’t good at communicating with their partner about sex.

There is, as such, good reason to work on the communication in your relationship. But why is it so difficult to talk about sex? If you ask Britons, the answer is clear: It’s awkward, the occasion is never quite right, and we are worried about how our partner will react.

We see that talking openly and honestly about sex and relationships in the home, where we grow up, can make a difference later in life. Britons, who have talked openly about sex and relationships in the home they grew up in, are better at talking about sex with their partner than those who grew up in homes, where sex and relationships weren’t talked openly about.


Nearly 9 out of 10 Britons think communication about sex and intimacy with their sex partner is important for a good sex life

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1 out of 4 Britons finds it difficult to talk about sex, fantasies, and desires with their partner

53%
25%
18%
4%
Very easy/quite easy
circle to highlight sentence
Very difficult/quite difficult
Neither easy nor difficult
I do not know/I do not want to answer

Share of Britons who find it easy to communicate about sex, fantasies and desires compared to the other nationalities in the Sindex

France
0%
UK
0%
Sweden
0%
Finland
0%
Norway
0%
Denmark
0%
arrow that points to graph

18-30-year-olds find it easiest to communicate about sex with their partner



Share who finds it easy to talk about sex, fantasies, and desires with their partner

0%
18-30 years
0%
31-40 years
0%
41-55 years
0%
56-70 years

Primary reasons why Britons find it difficult to talk about sex, fantasies, and desires with their partner

We find it awkward
0%
Because we never talk about sex with our partner
0%
We are nervous about how our partner will react
0%
Our partner finds it awkward
0%
It is difficult to find the right occasion
0%

How often do Britons talk about sex, desires, and fantasies  with their partner?

5%

Daily

25%

Weekly

25%

Monthly

21%

Less than once a month

19%

Never

6%

Don’t know/don’t want to answer


Nearly 2 out of 5 Britons dream about becoming better at talking about sex, desires, and fantasies with their partner

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arrow pointing to the graph

When do Britons talk about sex with their partner?

When they or their partner think about sex
0%
When there is something in their sex life they wish to do differently
0%
When they just had sex
0%
When there is something new, they want to try
0%
When they read books or watch TV about sex
0%

Britons who are good at talking about sex are more satisfied with their sex life

84%
of people in a relationship who
are good at talking about sex
with their partner are satisfied
with their sex life 
35%
of people in a relationship who
are not good at talking about
sex with their partner are
satisfied with their sex life 

1 out of 3 women, who used to fake orgasms, have stopped doing so because they started to communicate with their partner about what they like

Do open and honest conversations about sex in the home where you grow up make it easier to talk about sex later in life? 

71%
of Britons, who have talked openly about sex and relationships in the home they grew up in, find it easy to talk about sex with their partner today
42%
of Britons, who have not talked openly about sex and relationships in the home they grew up in, find it easy to talk about sex with their partner today

What is a good sex life?

Sindex by Sinful

Sex and intimacy are an important part of life for most Britons. In fact, 85% of Britons say it is important for them to have a good sex life. But what does a good sex life look like? The answers are many and different. On one hand, it may be liberating to know that you can enjoy sex in a variety of ways. On the other hand, it can also create friction and dissatisfaction between partners if their ideas of a good sex life differ.

Fortunately, the numbers in this year’s Sindex show that many Britons are satisfied with their sex lives. More than half of all Britons say that they are satisfied with their sex lives. And British women are more satisfied than British men: 64% of women say they are satisfied with their sex lives compared to 49 % of men.

Nevertheless, almost 3 out of 5 Britons dream about having more sex with their partner. But if we look closer at the numbers, we see that frequency isn’t the most important ingredient in a good sex life. Less than 1 in 4 says that regular sex is crucial to having a good sex life. Feeling close and connected to one’s partner is far more important. In fact, it is the most important factor in a good sex life according to the Britons.

The numbers also show a depressing tendency: Negative body images limit women in their sex lives. Out of the 16% of women, who are unsatisfied with their sex life, nearly every other woman says this is because she doesn’t feel comfortable in her body.

85% of Britons
say it’s important
to them to have
a good sex life
icon
arrow pointing to the graph

The good sex life according to Britons

You feel closeness and a connection to your sex partner
0%
The quality of the sex you have is good
0%
You can communicate openly about sex with your sex partner
0%
You have the amount of sex you would like
0%
You have sex on a regular basis
0%

The majority of Britons are satisfied with their sex life

Satisfaction with sex life

56%
20%
20%
4%
circle to highlight sentence
Satisfied
Neither satisfied nor dissatisfied
Dissatisfied
Don’t know/Do not want to answer

British women are more satisfied  with their sex life than British men

64%
of women are satisfied with their sex life
49%
of men are satisfied with their sex life

Share of Britons who are satisfied with their sex life compared to the other nationalities in the Sindex

France
0%
Denmark
0%
UK
0%
Sweden
0%
Finland
0%
Norway
0%

Most common reasons for dissatisfaction with sex life

icon

61%

Do not have sex as often as wanted

icon

65%

icon

55%

icon

23%

Do not feel comfortable in own body

icon

8%

icon

45%

icon

16%

Not satisfied with the quality of the sex

icon

15%

icon

18%

icon

13%

Do not get an orgasm as often as I would like

icon

6%

icon

24%

icon

11%

Sex life is repetitive

icon

9%

icon

12%

11%

The sex is over too quickly

icon

9%

icon

14%

79%
of Britons say they gain a closer relationship with their partner from having a good sex life 
69%
of Britons say they gain a better mood from having a good sex life 

52% of Britons would like to experiment more sexually


59% of Britons in a relationship would like to have sex with their partner more often than they do today

Britons
and sex

Sindex by Sinful

What does a 'normal sex life' look like in the United Kingdom? Is it just women, who fake orgasms? Will my fantasies and desires scare away potential sex partners? Do I masturbate too often?

For a long time, sex has been a topic that we didn’t speak openly about. Therefore, Britons have many ideas about what makes up a 'normal sex life' – and perhaps they are not always entirely close to reality.

Most Britons say they have had 10 or less sex partners in their life. The majority of us have been sexually active within the last month and just over a quarter of us fantasise about having sex on a special location such as an airplane or in nature while a third of us have in fact already tried it.

Unfortunately, the numbers also confirm what other studies about sexual inequality have shown: The orgasm gap is evident. While 78% of British men have an orgasm often or every time during sex with others, this only goes for 58% of British women.

Delve into the numbers here to see all the nuances of the 'normal sex life' in the United Kingdom.

16 % of Britons have not had sex  in the past year

How often do Britons have sex?

4%

One to several times a day

25%

1-2 times a week

15%

3-6 times a week

18%

1-3 times a month

7%

3-5 times every 6 months

9%

Less than 6 times in the past year

16%

I have not had sex at all within the past year

6%

I don’t know/I don’t want to answer

""

59% of Britons dream about having more sex with their partner

60% of Britons have had maximum 10 sex partners 

2%

0 partners

37%

1-5 partners

21%

6-10 partners

11%

11-15 partners

8%

16-20 partners

3%

21-25 partners

3%

26-30 partners

3%

31-40 partners

2%

41-50 partners

5%

More than 50 partners

6%

I don’t know/I don’t want to answer

The Orgasm Gap

78%
of men say they have an orgasm every time or often when they have sex with others 
58%
of women say they have an orgasm every time or often when they have sex with others 
""

45% of Britons say they have faked an orgasm

22%
of men say they have faked an orgasm
68%
of women say they have faked an orgasm
arrow pointing to the graph

Reasons why Britons stop faking orgasms

They have started to tell their sex partner what they liked
0%
Their partner began to pay more attention to their desires and preferences
0%
They have become more comfortable with not having an orgasm
0%
They started to feel more confident
0%
They started to explore how they could get an orgasm on their own
0%
Men masturbate more often than women
How often have you masturbated in the past year?
Men
Women

Daily

0%
0%

Weekly

0%
0%

Monthly

0%
0%

Less than monthly

0%
0%

Hasn’t masturbated in the past year

0%
0%

Do not know / do not want to answer

0%
0%
""

28% of Britons fantasise about having sex in a special location such as an airplane or in nature, and 32% have already tried it

What are we hiding in our nightstands ?

Sindex by Sinful

When the dildo saw the light of day for the first time, it was considered to be a medical tool to cure women from hysteria. Fortunately, we have come a long way since then. The diagnosis of hysteria has been removed and today it is completely normal to have sex toys in the nightstand. Every other Briton has tried using a sex toy while 2 out of 5 Britons own one or more sex toys.

In the 1800’s doctors were already warning about the addictive effect of dildos. And we can relate. Because sex toys have quite the effect. Britons, who own sex toys, tend to be more satisfied with their sex lives, than those who don’t.

If you look across the country, it is clear, that there is a lot of gold hiding in the nightstands – especially in Northeast England and the East Midlands while those on Northern Ireland and in Greater London are holding back a bit more. And if your name is David or Sarah, then there is a good chance that there are sex toys in your nightstand.

One thing is sure under all circumstances: The vibrator comes in on a solid first place on the list of most used sex toys across all the countries in the Sindex.

48% of Britons have tried using sex toys
arrow that points to graph
41% of Britons currently own sex toys


0%
18-30 years
0%
31-40 years
0%
41-55 years
0%
56-70 years
Across all the countries in the Sindex, the vibrator is the most common sex toy 


44%
of Britons in a relationship own sex toys
37%
of British singles own sex toys
British sex toy owners on average own 3,6 sex toys
46%
of British women own a vibrator
12%
of British men own a penis ring

Sinful’s top 10 most sold products worldwide

icon

Lube

icon

Suction stimulator

icon

Anal lube

icon

Penis ring without vibrator

icon

Mini vibrator

icon

Rabbit vibrator

icon

Sex toy cleaning

icon

Butt plug

icon

Realistic dildo

icon

Penis ring with vibrator

East Midlands: 50% own sex toys

Top 5 products sold on Sinful

icon

Lube

icon

Suction Stimulator

icon

Realistic dildo

icon

Mini vibrator

icon

Penis ring with vibrator

East of England: 37% own sex toys

Top 5 products sold on Sinful

icon

Lube

icon

Suction Stimulator

icon

Realistic dildo

icon

Mini vibrator

icon

Penis ring with vibrator

Greater London: 29% own sex toys

Top 5 products sold on Sinful

icon

Suction Stimulator

icon

Lube

icon

Rabbit vibrator

icon

Penis ring without vibrator

icon

Sex toy cleaning

Northeast England: 54% own sex toys

Top 5 products sold on Sinful

icon

Suction Stimulator

icon

Lube

icon

Mini vibrator

icon

Rabbit vibrator

icon

Penis ring with vibrator

Northwest England: 41% own sex toys

Top 5 products sold on Sinful

icon

Suction Stimulator

icon

Lube

icon

Mini vibrator

icon

Penis ring without vibrator

icon

Rabbit vibrator

Southeast England: 44% own sex toys

Top 5 products sold on Sinful

icon

Suction Stimulator

icon

Lube

icon

Penis ring without vibrator

icon

Mini vibrator

icon

Penis ring with vibrator

Southwest England: 44% own sex toys

Top 5 products sold on Sinful

icon

Suction stimulator

icon

Lube

icon

Penis ring without vibrator

icon

Mini vibrator

icon

Penis ring with vibrator

West Midlands: 43% own sex toys

Top 5 products sold on Sinful

icon

Suction stimulator

icon

Lube

icon

Penis ring without vibrator

icon

Realistic dildo

icon

Mini vibrator

Yorkshire and the Humber: 42% own sex toys

Top 5 products sold on Sinful

icon

Suction stimulator

icon

Lube

icon

Realistic dildo

icon

Mini vibrator

icon

Penis ring without vibrator

Scotland: 43% own sex toys

Top 5 products sold on Sinful

icon

Suction stimulator

icon

Lube

icon

Mini vibrator

icon

Realistic dildo

icon

Rabbit vibrator

Wales: 48% own sex toys

Top 5 products sold on Sinful

icon

Suction stimulator

icon

Lube

icon

Penis ring without vibrator

icon

Mini vibrator

icon

Rabbit vibrator

Northern Ireland: 33% own sex toys

Top 5 products sold on Sinful

icon

Suction stimulator

icon

Lube

icon

Realistic dildo

icon

Mini vibrator

icon

Rabbit vibrator

These Britons buy most sex toys on Sinful

Men

David Paul James John Mark

Women

Sarah Emma Rebecca Laura Rachel

Sunday is the weekday, where Britons buy most sex toys
Between 23:00 and midnight is when Britons buy most sex toys
271 miles 
That’s how many miles of dildos Sinful has sold in the last year.
119,663 pints 
That is the total volume of lube Sinful has sold in the last year.

Britons who own sex toys are more satisfied  with their sex lives

66%
of Britons who own sex toys are satisfied with their sex life
50%
of Britons who do not own sex toys are satisfied with their sex life

Do we speak the same love language?

Sindex by Sinful

The United Kingdom is full of happy relationships with 85% of Britons saying that they are happy in their current relationships. And we are pretty good at expressing this to each other.

55% of Britons in relationships tell their partners that they love them every day. But how do we actually also express our love for each other? Out of the five love languages – physical touch, appreciative words, attention & time, favours, and gifts – Britons seem to agree that physical touches, appreciative words, and attention & time are the way forward. Flowers and small favours, on the other hand, are not very direct ways to a British heart.

But something also indicates that men can benefit from replacing a small pat on the bum with giving their partner two minutes of undivided attention. Because while 32% of women prefer that their partner expresses their love by giving her time, only 25% of men tend to express their love in this manner.

No matter who you ask, it remains essential to remember to kiss, hug, and caress each other. Intimacy is key to a well-functioning relationship for 95% of Britons and it affects most of us negatively if we aren’t intimate with our partner for a longer period of time.

More than 4 out of 5 Britons are satisfied with their relationship

85%
9%
5%
1%
circle to highlight sentence
Satisfied
Neither satisfied nor dissatisfied
Dissatisfied
I don't know/I don't want to answer
95% of Britons think intimacy is important for a well-functioning relationship
57% of Britons say it affects them negatively, when they’re not intimate with their partner for a longer period of time

55% of Britons tell their partner that they love them on a daily basis 

55%

Daily

25%

Weekly

8%

Monthly

4%

Less than monthly

5%

Only on special occasions

3%

I don't know / I do not want to answer

The love language of Britons: Appreciative words is the preferred love language in the United Kingdom

icon

35%

With appreciative words, e.g. compliments and recognition

icon

27%

With attention and time, e.g. when you spend quality time together or go on a date

icon

24%

With physical touches, e.g. kisses and hugs

icon

8%

With small favours, e.g. your partner doing the dishes or grocery-shopping on the way home

icon

3%

With presents, e.g. flowers

British women prefer appreciative words while British men prefer appreciative words as well as physical touches

38% of women prefer their partner to express their love through appreciative words, but only 30% of men say they most often express love for their partner through appreciative words

Preferred love languages across the countries in the Sindex

icon

40%

France: attention and time

icon

35%

UK: appreciative words

icon

31%

Denmark: physical touch

icon

29%

Norway: physical touch

icon

28%

Sweden: appreciative words

icon

27%

Finland: physical touch / appreciative words

What do we fantasise about?

Sindex by Sinful

Growing up, we are playful and full of imagination. But we tend to forget our playfulness when adulthood and everyday life sets in. That is a shame. Because Britons are full of hidden fantasies about ways to have sex.

Fortunately, it is no longer associated with shame to feel like playing under the bed sheets – or outside the four walls of our home for that matter. And in the United Kingdom we are good at expressing this. In fact, more than every other Briton talks about sex, desires, and fantasies with their partner at least once a month.

We also tend to live out our fantasies. More than a quarter of Britons, for instance, dream about having sex in a special location such as a plane or in nature – and 32% have already tried it. Even though many Britons live out their fantasies, we remain curious about new experiences. In fact, more than every other Briton dreams about experimenting more sexually.

Delve into the numbers and learn more about the sexual curiosity of Britons here.

52% of Britons would like to experiment more sexually

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54% of Britons say they talk about sex, desires, and fantasies with their partner at least once a month

What do Britons fantasise about?
Fantasise about it
Have already tried

To have sex with more than one person at a time

0%
0%

To have sex on a special location

0%
0%

To be dominated or to dominate others sexually

0%
0%

To have sex wearing costumes

0%
0%

To have sex with someone of the same sex

0%
0%

To use sex toys

0%
0%

To have anal sex

0%
0%

To have sex with some sort of pain

0%
0%

To have sex in a swinger club

0%
0%