At We-Vibe, we believe in understanding the diverse sexual needs and preferences of our customers. Conducted in partnership with the Kinsey Institute, our latest study explores the fascinating world of generational differences in sexual attitudes and behaviors. The results offer valuable perspectives on how each generation approaches intimacy, communication, and sexual exploration.
One standout finding is the variance in sex toy ownership across different age groups. Millennials own the most sex toys, while Boomers reported owning the least, with 80% not owning any. Gen Z and Gen X sit in the middle, with 57% and 60%, respectively, not owning sex toys.
This data aligns with current cultural trends where younger generations are more exposed to discussions around sexual health and wellness and therefore are more accepting of it. With the rise of influencers and social media promoting sex positivity, Millennials and Gen Z are more likely to explore and purchase sex toys. In contrast, Boomers, who grew up in a more conservative era, may still hold traditional views about sexuality.
Despite high sex toy ownership among younger generations, the frequency of their use during partnered sex tells a different story. Surprisingly, 60% of Gen Z respondents reported never using sex toys during sex, compared to 41.7% of Millennials. This discrepancy suggests that while younger generations are open to owning sex toys, there may still be hesitations or lack of knowledge about incorporating them into partnered activities.
When asked about barriers to using sex toys with a partner, a top response for Boomers, Gen X, and Gen Z was that they simply do not own any sex toys. Millennials, on the other hand, struggle more with finding a toy they like, preventing them from using one with a partner (17%). However, Millennials and Gen X report facing fewer barriers when using a toy with their partners, suggesting greater comfort and communication in these generations.
Gen Z leads in masturbation frequency, with almost 10% masturbating daily. This indicates a higher level of self-exploration and comfort with solo sexual activities among the youngest generation surveyed. This mirrors the current cultural emphasis on self-care and mental health, where masturbation is often framed as a form of self-care. Platforms like TikTok and Instagram have popularized discussions about the benefits of masturbation, such as stress relief and improved sleep quality, further reducing the stigma for Gen Z.
When asked why they masturbate, about 50% of each group except Boomers (41%) said they do so for satisfaction when they don’t have a partner or when their partner is not available. Both Gen Z (10%) and Millennials (11%) show a strong interest in masturbating to build skills for partnered sex, while Gen X (5%) and Boomers (2%) are less focused on this aspect. This highlights a generational difference in priorities and approaches to enhancing sexual experiences with partners.
The study reveals interesting patterns in the frequency of sexual activity among generations. Millennials report having the most sex, averaging eight times a month. This active sex life may be influenced by their relatively younger age and life stage, which often includes more opportunities for socializing and dating. In contrast, Boomers report the lowest frequency, with an average of 3.1 times a month. Gen Z and Gen X report 5.6 and 5.8 times a month, respectively.
Millennials are the most satisfied with the amount of sex they’re having (42%), while about a third of Gen Z isn’t sexually active at all. While many Boomers are not having sex (41%), they are the second most satisfied group, with 38% feeling satisfied with the amount of sex they are having. Interestingly, Gen Z reports the least satisfying sex, with only 40% always finding sex with their partner pleasurable. This is in stark contrast to other generations, where about 50% of respondents always find sex pleasurable.
Gen Z feels the most pressure to have more sex (41%), with social media being the biggest source of this pressure (41%). This reflects the pervasive influence of platforms where idealized versions of relationships and sex are constantly displayed, creating unrealistic expectations. Our data also shows that media like TV and movies make younger generations feel like they should have more sex, compared to older generations. For those feeling pressure to have less sex, Boomers experience the most pressure from their partners.
Comfort levels in discussing sexual topics with partners vary significantly across generations. Boomers report the highest level of discomfort, with 11% feeling very uncomfortable discussing sex. In contrast, only 1% of Gen. Z respondents share this discomfort, indicating a cultural shift towards greater openness and communication about sexual health and desires. Gen. X and Millennials also show relatively lower discomfort levels, highlighting a positive trend towards better sexual communication among younger generations.
Non-monogamous relationships remain a topic of interest and exploration for many. Millennials are the most likely to think non-monogamy is healthy despite significant stigma across all generations. When looking at responses from all generations, only 16% think that non-monogamy is healthy, 51% think it is unhealthy, and 33% were neutral.
Our study shows that 21% of Millennials have tried a form of non-monogamy. This openness reflects broader cultural shifts towards diverse relationship structures and the importance of finding arrangements that work best for individual needs and desires. In contrast, 62% of Boomers are not at all open to non-monogamous relationships, indicating more traditional views on partnership and fidelity.
When it comes to the types of non-monogamy people are practicing, the top choice for Millennials, Gen X, and Boomers is open relationships. Our study also shows that Millennials and Boomers are more likely to participate in polyamory, while Gen Z is most likely to participate in cuckolding. Non-monogamous relationships remain a topic of interest and exploration for many. Millennials are the most likely to think non-monogamy is healthy despite significant stigma across all generations. When looking at responses from all generations, only 16% think that non-monogamy is healthy, 51% think it is unhealthy, and 33% were neutral.
Our study shows that 21% of Millennials have tried a form of non-monogamy. This openness reflects broader cultural shifts towards diverse relationship structures and the importance of finding arrangements that work best for individual needs and desires. In contrast, 62% of Boomers are not at all open to non-monogamous relationships, indicating more traditional views on partnership and fidelity.
When it comes to the types of non-monogamy people are practicing, the top choice for Millennials, Gen X, and Boomers is open relationships. Our study also shows that Millennials and Boomers are more likely to participate in polyamory, while Gen Z is most likely to participate in cuckolding.
Gen Z and Millennials emerge as the frontrunners in BDSM experience. Among Gen Z, 11% have frequently engaged in BDSM, with 22% trying it out a few times. Millennials follow closely, with 11% engaging many times and 24% a few times. Interest remains high in these groups, with 21% of Gen Z and 21% of Millennials expressing curiosity in BDSM but haven’t tried it yet.
In contrast, older generations like Gen X and Boomers show lower levels of engagement and interest. Only 6% of Gen X and a mere 1% of Boomers report frequent BDSM activities. Additionally, only 13% of Gen X and 8% of Boomers haven’t tried BDSM but are interested. These differences underscore a generational shift: younger people are not only more experienced but also more open to exploring BDSM.
When asked about specific types of BDSM activities, more people report having tried them than when asked about BDSM generically. This suggests varying definitions of what “counts” as BDSM. Across generations, roleplay is the most common type of BDSM activity. Gen Z reports more experience with submissive activities, while Millennials and Gen X report more experience with dominance.
When it comes to future desires in the realm of BDSM, generational preferences vary intriguingly. Gen Z is most eager to explore being spanked and embracing a submissive role. Millennials are keen on taking control, with their top interests being spanking their partner and assuming a dominant role. Gen X shows a strong interest in roleplay and being spanked, blending imaginative scenarios with physical sensations. Boomers are drawn to roleplay but also share an enthusiasm for spanking their partner.
Our study underscores the importance of understanding and embracing the diverse sexual attitudes and behaviors across generations. At We-Vibe, we are dedicated to catering to these unique needs by offering a wide range of products designed to enhance sexual wellness for everyone. By continuing to explore and understand these generational differences, we can better serve our customers and promote a more open, informed, and pleasurable approach to sexual health and intimacy.
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