United State(s)Inspiring Consumers of AroundMasturbation the Globe Introducing the Brand in Asia Survey Results September 23, 2016 Survey Objectives and Methodology From July 13-19, PSB Research interviewed N=1200 Americans ages 18-74 to understand Americans’ perceptions of and sentiments toward masturbation, the ways in which they masturbate, the role of masturbation in their relationships, and their views on and interest in masturbation tools. Quotas were set by age and gender, and the audience was split evenly between men and women. Sample Survey Flow N=1200 respondents were Masturbation Rates Masturbation Screeners surveyed. They fit the following and Rationales Routines US census criteria: Males and Females 18-74 Males: 50% of survey (N=595); Talking About Role of Masturbation Sex Toys and Tenga Masturbation in Relationships Brand Assessment Females 50% (N=605) Key Audiences GENERATION: RELATIONSHIP STATUS: GENDER: SEX TOY OWNERSHIP: M X B MILLENNIALS GEN X BOOMERS IN NOT IN MALE FEMALE OWN A DO NOT Ages 18-34 Ages 35-54 Ages 55-74 RELATIONSHI RELATIONSHI (n=595) (n=605) SEX TOY OWN (n=400) (n=450) (n=350) P P (n=368) A SEX TOY (Married or (Single, divorced (n=832) otherwise or widowed) committed) (n=554) (n=645) 2 Masturbation is an almost universal behavior, most frequently taking place in the bedroom for relief and sexual pleasure 88% of all respondents have masturbated, including 95% of men and 81% of women Men, Millennials and Singles masturbate more frequently …But there is broad agreement on where they normally than their female, older or coupled peers… masturbate: Among those who masturbate at least monthly on average: 79% Bedroom 11% Living Room Men masturbate an average of 15 times per month vs. fewer than 8 times for women Partner’s 31% Shower 3% Millennials masturbate 15 times per month vs. 12 House M times monthly for Gen X and 7 times monthly for Boomers Bathroom 23% (other than 3% Hotel Singles masturbate 16 times monthly; those in shower) relationships: 10 on average Most common reasons for masturbating include relief of sexual tension and stress and efforts to achieve sexual pleasure 63%T of men and 54% of women who masturbate do so to relieve sexual tension, the reason most commonly cited Reasons commonly cited for masturbating: Relief Sexual Pleasure Preparation for Sex Explore sexual Relieve sexual Achieve sexual preferences/ 59% tension 56% 16% pleasure on my own desires Achieve sexual Feel more Relax/relieve pleasure when 54% stress 40% 14% comfortable partner unavailable with my body To help me Improve sexual 26% Boredom sleep 18% 13% performance Millennials are most likely to masturbate to Men are far more likely that women to Nearly 1 in 5 Millennials (18%) masturbate to relieve stress, with 63% doing so compared to masturbate out of boredom – 22% of men but improve sexual performance, well above the 51% of Gen X and 46% of Boomers just 13% of women do shares of Gen X (13%) and Boomers (7%) who do Current perceptions of masturbation underestimate real-life actions The public’s underestimation of masturbation rates suggests an opportunity to promote TENGA in the context of a public- education campaign about masturbation and sexual wellbeing Share of men and women whom respondents believe masturbate vs. masturbation rates reported in survey Men Women 84% vs. 95% 68% vs. 81% Perception Actual Data Perception Actual Data 11% more men masturbate 13% more women masturbate than respondents expect than respondents expect Men’s average estimate of the share of women who masturbate (70%) is five points closer to women’s actual reported masturbation rates (81%) than women’s own average prediction (65%), indicating that women are less likely to discuss masturbation with peers Millennials’ estimates of both men’s and women’s masturbation rates are approximately 3-4 points higher than Gen Xers’ and 6-7 points higher than Boomers’, possibly due to Millennials’ greater willingness to openly discuss masturbation 5 Half of the population has a regular masturbation routine, primarily using adult content and their imagination as visual aids or tools of those who masturbate have a regular of those who masturbate spend 1-30 50% masturbation routine 90% minutes on average per session Women are more likely than Men are twice as likely as 77% of Millennial view adult content Males masturbate men to masturbate in 5 60% women to say they minutes or less (40% vs. 32%). masturbate to pornography for 5-60 minutes, 15 points higher than the overall audience use their (62%) 58% imaginations Men are more likely than think of a past women to think of a past Boomers are much 34% experience experience (38% vs. 30%) more likely to masturbate for 1-5 minutes than Millennials (45% vs. 24%) 26% look at pictures Includes 35% of women use a toy meant and 6% of men The majority of respondents (58%) 19% for penetration masturbate between 5-30 minutes. 28% of women but just 6% of men like to change their masturbation routines by introducing sex toys occasionally Most respondents maintain consistent rates of masturbation through the year, though they tend to perform the act later in the day T16 is the average age respondents began masturbating: Age 14 for men and 18 for women Though most respondents’ masturbation frequency stays consistent through Just over half of respondents masturbate at a certain time of day, with nearly 4 in the year, Millennials are more likely to masturbate more during a specific time 10 reserving their masturbation for after dark of year (24%) than Gen X (14%) or Boomers (12%) Time of year, if any, when respondents masturbate most: Time of day when respondents usually masturbate: Masturbation frequency 12% of those most 60% of African- Whenever I’m in the doesn’t change interested in TENGA Americans masturbate 83% masturbate more in whenever in the mood 48% mood throughout year summer – a higher – 12-16 points higher share than others than any other race 6% Summer 20% Right before bed 10% of Millennial Among Boomers, women are twice as 5% Winter Men masturbate most frequently in likely as men (27% vs. 19% Evening winter, the group 14%) to masturbate Certain parts of my/my mostly likely to do so right before bed 3% partner’s monthly cycle 8% Morning 11% of Millennial Men are nearly twice 1% Spring Women are more as likely as women likely to masturbate (10% vs. 6%) to during certain points masturbate in the 6% Afternoon 1% Fall in their cycles morning While the vast majority (86%) of respondents say their masturbation frequency stays consistent throughout the week, those who masturbate more on a certain day are most likely to do so on Saturday (5%), including 6% of men and 4% of women 7 Fantasies primarily center around real-life people, with 1 in 5 claiming to think about their significant other Those who think of prior sexual experiences while Respondents are most likely to masturbate to the fantasy of someone they masturbating are most likely to think of times with know well, with men far more likely to do so than women both past and current partners Someone they know very well Book/show/movie character 30 Men under 35 are most likely to 18 Asians are twice as likely than overall % masturbate to those they know % population to fantasize about characters well Their significant other A celebrity Singles are much more likely to 23 17 masturbate to previous partners than This is driven by 52% of those who are % Men under 35 are most likely to % in a committed relationship fantasize about celebrities respondents in committed relationships (63% vs. 8%) Person they met once or twice 18 34 No specific individual % One in four singles think of this % A 47% plurality of Boomers say they sort of person when masturbating fantasize about no one specifically Females are almost three times as likely than Males to think about previous experiences with their Celebrities most frequently mentioned as objects of fantasies during masturbation: current partner while masturbating (32% vs. 11%) Males are more than three times as likely than Females to think about previous experiences with their previous partners (34% vs. 11%) Jennifer Aniston Jennifer Jennifer Lopez Katy Perry Lawrence As the all-female list of most-mentioned celebrities suggests, men are more likely than women to mention celebrities as sexual fantasies Top reasons for not masturbating include discomfort and moral concerns regarding the act 19%T of women, 16% of Boomers, and 31% of those who haven’t had sex have not masturbated Reasons commonly cited for not masturbating: General Discomfort Moral Concerns Effectiveness Prefer that I think it’s partner 29% weird 24% Religious views 41% pleasures me Not I don’t find comfortable 20% It doesn’t feel right 26% 14% pleasure from it touching myself I don’t know I would feel guilty 18% I think it’s silly 17% 8% how Among those who don’t masturbate, women are Men are more likely than women to say 15% of those currently single say they do not almost twice as likely as men to cite religious masturbation is “silly” know how to masturbate views for not doing so (27% vs. 14%) While masturbation is still a taboo topic, especially for older generations, Millennials show more open-mindedness 54%T feel uncomfortable discussing masturbation openly; only 17% are very comfortable doing so Respondents cite embarrassment Generations differ widely on comfort level in don’t think it is culturally acceptable and privacy as key reason why it is discussing masturbation 57% to discuss masturbation hard to discuss masturbation % of those comfortable discussing masturbation: “Religion perhaps.