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Title of the Presentation TENGA 2020 SELF-PLEASURE REPORT Sexual and Self-Pleasure Behaviors and Attitudes in the United States Prepared by PSB Insights June 2, 2020 INTRODUCING THE TENGA 2020 SELF-PLEASURE REPORT TENGA is committed to elevating the global conversation around masturbation, tackling its myths and stigmas, while celebrating self-pleasure in our lives. The innovative sexual wellness company that creates sex toys for men and women, is pleased to announce the findings of its fifth-annual TENGA Self-Pleasure Report, which highlights the surprising role masturbation, sex and sex toys play in people’s lives around the world. This study is one of the largest of its kind and includes the insights gathered from over 5,000 respondents surveyed across five countries, including The United States, United Kingdom, Germany, France and Spain. In celebration of the 25th anniversary of Masturbation May, this year’s study goes beyond simply measuring attitudes and perceptions around masturbation and sexual behaviors; it also explores the connection between pleasure – received from oneself or during sex – and its impact on physical, emotional, and societal well- being. We hope you learn about the amazing power of self-pleasure. Please visit https://usstore.tenga.co/pages/globalreport to learn more, and reach out to [email protected] with questions and media inquires. 2 Table of Contents PART 4 KEY FINDINGS & AUDIENCE PROFILING TALKING ABOUT SEX, MASTURBATION, AND SEX TOYS SLIDES 4 – 23 SLIDES 77 – 87 PART 1 PART 5 THE STATE OF MASTURBATION IN THE U.S. SEX EDUCATION AND INFO SOURCES SLIDES 24 – 39 SLIDES 88 - 94 PART 2 PART 6 SEX TOYS MASTURBATION AND SEX TOYS IN QUARANTINE SLIDES 40 – 57 SLIDES 95 – 108 PART 3 PART 7 ATTITUDES AROUND MASTURBATION APPENDIX SLIDES 58 – 76 SLIDES 109 – 110 3 Key Findings ▪ Masturbation is an almost universal behavior among Americans and not limited to those without relationships. ▪ A majority of Americans, regardless of sexual orientation, report having masturbated before. ▪ Men are slightly more likely than women to have masturbated, and also report doing so more often. ▪ Most Americans masturbate on their own while in a relationship, with women more likely to do so than men. ▪ To masturbate, women use their imagination, while men view adult content. ▪ Masturbation is a great stress-reliever and improves sexual experiences. ▪ A majority of Americans masturbate in order to relax and 8-in-10 agree that it’s a form of self-care. ▪ Regular masturbators and sex toy users are more comfortable and satisfied with their sexual experiences than the average American. ▪ Americans do not hold strong moral or cultural beliefs against masturbation or sex toy usage; most who do not engage in either simply feel they do not need it. ▪ However, while most Americans have talked openly to others about sexual experiences, masturbation, or sex toy usage, they’d rather talk about mental health or money. ▪ Gen X-ers are the least open to talk about any sexual topics, while Millennials lead the conversation on sex toy usage. ▪ Women, LGBTQIA+ and Millennial Americans are at the forefront of sex toy usage. ▪ Though more women report using sex toys, men who do use them tend to do so more frequently than women. ▪ While most Americans have received some form of sex education, they’ve forgotten half of it and the Internet fills in the gaps. ▪ Masturbation and sex toys have been a lifeline during quarantine. ▪ Almost 2 in 5 Americans masturbated more during self-isolation, particularly those in relationships but not isolating with a partner. ▪ Half of adults used a sex toy during quarantine, with men more likely to say they purchased one specifically for use during quarantine. 4 AUDIENCE PROFILING 5 Audience Profiling All Masturbates Regularly (At Least a Few Times a Year or More) Masturbation Does Not Masturbate Regularly Or At All GENDER ETHNICITY AGE 50% 54% 37% 59% 19% 57% 56% 18-24 20% 17% 29% 25-34 30% 27% 21% 20% 26% 17% 35-44 25% 14% 14% 13% 10% 10% 50% 46% 63% 10% 30% 26% 45-54 26% Hispanic White Black Other 26% EDUCATION INCOME REGION 33% 33% 32% Midwest 30% 29% Less than $50k 39% 41% 33% 26% 25% 24% 21% / 20% / 23% 23% Northeast 15% 15% 14% West 18% / 17% / 21% $50-99k 34% 34% 33% 24% / 26% / 18% South 37% / 37% / 38% High School or Associate Bachelor's Graduate $100k or more 24% 23% 28% Less Degree or Degree Degree Some College 6 Audience Profiling All Masturbates Regularly (At Least a Few Times a Year or More) Masturbation Does Not Masturbate Regularly Or At All RELATIONSHIP STATUS SEXUAL ORIENTATION IDEOLOGY 87% 88% 43% 44% 16% 80% 42% In a committed relationship 18% 34% 35% 13% 31% 28% 47% 23% 21% Married or Legally Partnered 44% 57% 20% 20% 13% 36% Other 38% 31% LGBTQIA+ Non-LGBTQIA+ Liberal Independent Conservative LENGTH OF RELATIONSHIP LIVING AREA (Among Those In a Committed Relationship) 41% City 36% 36% 36% 35% 33% 24% 23% 22% 22% 21% 20% 20% 19% 18% Suburb 48% 48% 48% Rural Area 16% 16% 16% 2 Years or Less 3-5 Years 6-10 Years 11 Years or More 7 Audience Profiling All Has Used Sex Toys Sex Toy Experience Has Never Used Sex Toys GENDER ETHNICITY AGE 50% 41% 59% 62% 19% 57% 18-24 13% 51% 25% 29% 25-34 33% 25% 22% 26% 20% 18% 16% 35-44 29% 14% 12% 11% 50% 59% 41% 10% 23% 8% 26% 45-54 25% Hispanic White Black Other 27% EDUCATION INCOME REGION 33% 33% 32% 32% Midwest 29% 28% Less than $50k 39% 37% 40% 25% 24% 21% / 23% / 19% 20% Northeast 15% 15% 14% West 18% / 17% / 19% $50-99k 34% 35% 31% 24% / 23% / 25% South 37% / 37% / 37% High School or Associate Bachelor's Graduate $100k or more 24% 24% 24% Less Degree or Degree Degree Some College 8 Audience Profiling All Has Used Sex Toys Sex Toy Experience Has Never Used Sex Toys RELATIONSHIP STATUS SEXUAL ORIENTATION IDEOLOGY 46% 43% 16% 80% 80% 80% 41% In a committed relationship 18% 37% 34% 15% 31% 47% 23% 23% 24% Married or Legally Partnered 52% 42% 20% 20% 20% 36% Other 30% 43% LGBTQIA+ Non-LGBTQI+ Liberal Independent Conservative LENGTH OF RELATIONSHIP LIVING AREA (Among Those In a Committed Relationship) 36% 33% 32% City 36% 36% 36% 26% 26% 25% 24% 22% 22% 20% 19% 15% Suburb 48% 45% 50% Rural Area 16% 19% 14% 2 Years or Less 3-5 Years 6-10 Years 11 Years or More 9 Audience Profiling All Currently Uses Sex Toys Sex Toy Usage Does Not Currently Use Sex Toys GENDER ETHNICITY AGE 50% 39% 54% 65% 19% 57% 18-24 13% 54% 22% 29% 25-34 34% 27% 26% 20% 20% 18% 16% 35-44 32% 14% 10% 50% 61% 46% 10% 23% 9% 8% 26% 45-54 21% Hispanic White Black Other 28% EDUCATION INCOME REGION 35% 33% 32% 32% Midwest 29% 27% 26% Less than $50k 39% 32% 42% 24% 21% / 24% / 20% Northeast 17% 15% 15% 14% West 18% / 15% / 19% $50-99k 34% 41% 30% 24% / 23% / 25% South 37% / 38% / 36% High School or Associate Bachelor's Graduate $100k or more 24% 24% 23% Less Degree or Degree Degree Some College 10 Audience Profiling All Currently Uses Sex Toys Sex Toy Usage Does Not Currently Use Sex Toys RELATIONSHIP STATUS SEXUAL ORIENTATION IDEOLOGY 43% 44% 16% 80% 80% 80% 41% In a committed relationship 19% 37% 34% 16% 32% 47% 23% 23% 24% Married or Legally Partnered 55% 44% 20% 20% 20% 36% Other 26% 40% LGBTQIA+ Non-LGBTQIA+ Liberal Independent Conservative LENGTH OF RELATIONSHIP LIVING AREA (Among Those In a Committed Relationship) City 36% 37% 36% 37% 36% 31% 25% 25% 22% 22% 21% 21% 20% 20% Suburb 48% 44% 49% 19% Rural Area 16% 19% 15% 2 Years or Less 3-5 Years 6-10 Years 11 Years or More 11 Audience Profiling All Open To Purchasing Sex Toys Sex Toy Purchasing Not Open To Purchasing Sex Toys GENDER ETHNICITY AGE 50% 49% 51% 19% 58% 57% 18-24 16% 54% 26% 29% 25-34 31% 24% 26% 20% 20% 19% 15% 35-44 29% 14% 13% 12% 50% 51% 49% 10% 19% 9% 26% 45-54 24% Hispanic White Black Other 31% EDUCATION INCOME REGION 34% 33% 32% 31% Midwest 29% 28% Less than $50k 39% 38% 40% 25% 24% 21% / 21% / 21% 20% Northeast 15% 15% 14% West 18% / 18% / 18% $50-99k 34% 35% 29% 24% / 24% / 23% South 37% / 36% / 38% High School or Associate Bachelor's Graduate $100k or more 24% 23% 23% Less Degree or Degree Degree Some College 12 Audience Profiling All Open To Purchasing Sex Toys Sex Toy Purchasing Not Open To Purchasing Sex Toys RELATIONSHIP STATUS SEXUAL ORIENTATION IDEOLOGY 91% 87% 86% 16% 48% In a committed relationship 18% 43% 41% 14% 37% 34% 47% 27% 25% Married or Legally Partnered 49% 23% 22% 44% 13% 14% 36% 9% Other 34% 43% LGBTQIA+ Non-LGBTQIA+ Liberal Independent Conservative LENGTH OF RELATIONSHIP LIVING AREA (Among Those In a Committed Relationship) 37% 36% 34% City 36% 37% 35% 24% 22% 22% 22% 22% 21% 20% 20% 20% Suburb 48% 47% 49% Rural Area 16% 16% 17% 2 Years or Less 3-5 Years 6-10 Years 11 Years or More 13 Audience Profiling All TENGA Aware TENGA and Iroha Aware Iroha Aware GENDER ETHNICITY AGE 50% 74% 76% 64% 19% 57% 56% 18-24 11% 10% 29% 25-34 43% 48% 22% 26% 20% 18% 15% 35-44 31% 14% 14% 50% 26% 24% 10% 30% 8% 3% 26% 45-54 15% Hispanic White Black Other 12% EDUCATION INCOME REGION 42% 41% Midwest Less than $50k 39% 25% 21% 32% 29% 21% / 22% / 24% Northeast 24% 24% 23% 22% 21% 18% / 15% / 16% 15% 15% West 12% $50-99k 34% 36% 33% 24% / 25% / 19% South 37% / 39% / 41% High School or Associate Bachelor's Graduate $100k or more 24% 37% 46% Less Degree or Degree Degree Some College 14 Audience Profiling All TENGA Aware TENGA and Iroha Aware Iroha Aware RELATIONSHIP STATUS SEXUAL ORIENTATION IDEOLOGY 87% 43% 16% 83% 83% 40% In a committed relationship 12% 38% 34% 33% 15% 30% 31% 27% 47% 23% Married or Legally Partnered 63% 74% 18% 13% 16% 36% Other 25% 11% LGBTQIA+ Non-LGBTQIA+ Liberal Independent Conservative LENGTH OF RELATIONSHIP LIVING
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