TENGA 2020 SELF-PLEASURE REPORT Sexual and Self-Pleasure Behaviors and Attitudes in Spain
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TENGA 2020 SELF-PLEASURE REPORT Sexual and Self-Pleasure Behaviors and Attitudes in Spain Prepared by PSB Insights June 9, 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://eustore.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 73 – 83 PART 1 PART 5 THE STATE OF MASTURBATION IN SPAIN SEX EDUCATION AND INFO SOURCES SLIDES 24 – 37 SLIDES 84 - 90 PART 2 PART 6 SEX TOYS MASTURBATION AND SEX TOYS IN QUARANTINE SLIDES 38 – 55 SLIDES 91 – 104 PART 3 PART 7 ATTITUDES AROUND MASTURBATION APPENDIX SLIDES 56 – 72 SLIDES 105 – 107 3 Key Findings § Nearly all Spaniards masturbate, with 9 in 10 reporting that they’ve done so before. § Both men and women report higher rates of masturbation vs. their counterparts in other European markets. § Over half of Spanish adults report masturbating once a week or more. § Nearly two-thirds of Spaniards see masturbation as an outlet for sexual pleasure and a stress-relief tool. § Spanish adults overwhelmingly see masturbation as positive and natural, with a positive impact on mood and health. § Spaniards don’t shy away from discussing sex, masturbation, and, especially, sex toys. § Where other cultures see only about two-thirds of their population having discussed sex toys, over 4 in 5 Spaniards have discussed them. § In Spain, sex toys are quickly gaining in mainstream acceptance and popularity. § A majority Spaniards report having used sex toys before. § This includes half of Spanish men, who saw a 7-point increase in reported sex toy experience since 2019. § Two-thirds of Spaniards view sex toys as being equally useful for both men and women. § Awareness of TENGA in Spain has risen since 2019, as has overall openness to purchasing a sex toy. § Men in particular report a 17-point increase in openness to the idea of buying a sex toy. § Less than half of Spanish adults have received sex education, and those that received it have retained about half of the material. § Spaniards are as likely to seek sexual answers from partners, friends, or family members as from the internet—a departure from other markets. § COVID-19 has sparked a slight uptick in masturbation and sex toy usage, especially among men. § Sex toy usage might see more persistent behavior change: after COVID-19 has passed, a majority of adults reporting increased masturbation in quarantine say that they will return to their usual amount; in contrast, over two-thirds that have been using sex toys more will continue with their higher frequency. 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 91% 91% 91% 50% 54% 29% 14% 18-24 14% 13% 22% 25-34 22% 20% 32% 35-44 32% 50% 46% 71% 30% 9% 9% 9% 32% 45-54 31% Minority Non-minority 37% EDUCATION INCOME REGION Northwest 50% 49% Less than €35k 61% 61% 63% Northeast 45% 43% 9% / 10% / 6% 38% 37% 9% / 9% / 7% Centre 14% 14% €35-65k 13% 25% 26%23% 26% / 27% / 19% East High school or less University degree Postgraduate €65k or more 8% 8%6% 29% / 28% / 36% degree South 27% / 26% / 32% 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 93% 89% 89% 44% 46% 13% 42% In a committed relationship 14% 36% 35% 8% 31% 26% 65% 20% Married or Legally Partnered 65% 19% 66% 11% 11% 21% 7% Other 21% 26% LGBTQIA+ Non-LGBTQIA+ Liberal Independent Conservative LENGTH OF RELATIONSHIP LIVING AREA (Among Those In a Committed Relationship) 50% City 70% 72% 61% 43% 42% 24% 23% 23% 22% 22% Suburb 16% 16% 19% 16% 12% 12% 11% Rural 14% 13% 20% 2 Years or Less 3-5 Years 6-10 Years 11 Years or Area More 7 Audience Profiling All Has Used Sex Toys Sex Toy Experience Has Never Used Sex Toys GENDER ETHNICITY AGE 91% 92% 90% 50% 44% 59% 14% 18-24 11% 18% 22% 25-34 24% 19% 32% 35-44 35% 50% 56% 41% 28% 9% 8% 10% 32% 45-54 30% Minority Non-minority 35% EDUCATION INCOME REGION Northwest 49% 49% 48% Northeast Less than €35k 61% 61% 62% 9% / 9% / 9% 40% 38% 35% 9% / 9% / 8% Centre 15% 14% €35-65k 25% 27% 23% 12% 26% / 28% / 24% East High school or less University degree Postgraduate €65k or more 8%8%7% 29% / 29% / 29% degree South 27% / 25% / 30% 8 Audience Profiling All Has Used Sex Toys Sex Toy Experience Has Never Used Sex Toys RELATIONSHIP STATUS SEXUAL ORIENTATION IDEOLOGY 89% 88% 91% 44% 46% 13% 41% 39% In a committed relationship 14% 36% 34% 12% 65% 20% 20% 20% Married or Legally Partnered 70% 59% 11% 12% 21% 9% Other 16% 29% LGBTQIA+ Non-LGBTQIA+ Liberal Independent Conservative LENGTH OF RELATIONSHIP LIVING AREA (Among Those In a Committed Relationship) 48% City 70% 72% 67% 43% 40% 25% 23% 23% 22% 22% Suburb 16%17%16% 18% 12% 12% 12% Rural Area 14%11%18% 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 91% 94% 50% 39% 56% 89% 14% 18-24 12% 15% 22% 25-34 26% 20% 32% 35-44 34% 50% 61% 44% 11% 31% 9% 6% 32% 45-54 28% Minority Non-minority 34% EDUCATION INCOME REGION 50% 49% Northwest 47% Less than €35k 61% 58% 63% Northeast 39% 9% / 9% / 9% 38% 35% 9% / 9% / 9% Centre 18% €35-65k 25% 29% 23% 14% 26% / 32% / 23% 11% East €65k or more 8%9%6% 29% / 28% / 29% High school or less University degree Postgraduate degree South 27% / 21% / 30% 10 Audience Profiling All Currently Uses Sex Toys Sex Toy Usage Does Not Currently Use Sex Toys RELATIONSHIP STATUS SEXUAL ORIENTATION IDEOLOGY 92% 47% 89% 44% 13% 84% 42% In a committed relationship 16% 36% 38% 12% 32% 65% 20% 21% 20% Married or Legally Partnered 70% 63% 16% 11% 21% 8% Other 14% 26% LGBTQIA+ Non-LGBTQIA+ Liberal Independent Conservative LENGTH OF RELATIONSHIP LIVING AREA (Among Those In a Committed Relationship) City 70% 74% 68% 48% 43% 36% Suburb 16% 16% 16% 26% 24% 23% 22% 22% 20% 14% 12% 11% Rural Area 14%11%16% 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 91% 92% 50% 48% 57% 88% 14% 18-24 14% 14% 22% 25-34 23% 17% 32% 35-44 33% 50% 52% 43% 12% 26% 9% 8% 32% 45-54 29% Minority Non-minority 42% EDUCATION INCOME REGION 49% 49% 48% Northwest Less than €35k Northeast 41% 61% 60% 65% 9% / 9% / 10% 38% 37% 9% / 10% / 6% Centre €35-65k 25% 26%23% 14% 14% 26% / 27% / 23% 11% East €65k or more 8%8%5% 29% / 29% / 29% High school or less University degree Postgraduate degree South 27% / 26% / 32% 12 Audience Profiling All Open To Purchasing Sex Toys Sex Toy Purchasing Not Open To Purchasing Sex Toys RELATIONSHIP STATUS SEXUAL ORIENTATION IDEOLOGY 89% 89% 91% 44% 46% 13% 42% In a committed relationship 14% 34% 36% 35% 10% 65% 24% 20% Married or Legally Partnered 66% 19% 60% 11% 11% 21% 9% Other 19% 30% LGBTQIA+ Non-LGBTQIA+ Liberal Independent Conservative LENGTH OF RELATIONSHIP LIVING AREA (Among Those In a Committed Relationship) 56% City 70% 71% 64% 43% 41% 25% 23% 23% 22% 21% Suburb 16%16% 18% 13% 12% 12% 11% Rural Area 14%13%18% 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 91% 94% 50% 58% 52% 87% 14% 18-24 15% 16% 22% 25-34 30% 32% 32% 35-44 36% 50% 42% 48% 13% 35% 9% 6% 32% 45-54 19% Minority Non-minority 18% EDUCATION INCOME REGION 49% Northwest 42% Less than €35k Northeast 41% 61% 55% 57% 9% / 6% / 8% 38% 38% 35% 9% / 11% / 12% 23% 21% Centre €35-65k 25% 25% 21% 14% 26% / 32% / 41% East €65k or more 8%16% 17% 29% / 26% / 22% High school or less University degree Postgraduate degree South 27% / 24% / 17% * Caution – Small base-size 14 Audience Profiling All TENGA Aware TENGA and Iroha Aware Iroha Aware * RELATIONSHIP STATUS SEXUAL ORIENTATION IDEOLOGY 89% 84% 13% 81% 48% In a committed relationship 17% 44% 46% 11% 36% 34% 65% 29% 25% Married or Legally Partnered 67% 20% 73% 18% 16% 19% 21% 11% Other 17% 15% LGBTQIA+ Non-LGBTQIA+ Liberal Independent Conservative LENGTH OF RELATIONSHIP LIVING AREA (Among Those In A Committed Relationship) 43% City 70% 81% 71% 34% 31% 30% 28% 25% 25% 23% 22% Suburb 16%13%21% 15% 14% 12% Rural Area 14%6%8% 2 Years or Less 3-5 Years 6-10 Years 11 Years or More * Caution – Small base-size 15 Audience Profiling All