September 2017
Masturbation Behavior and
Perceptions Study
From 8/31/2017 to 9/6/2017, PSB Research interviewed N=1200 Americans aged 18-74 to understand Americans’ health and wellness, perceptions of and
sentiments towards masturbation, the ways in which they masturbate, the role of masturbation in their relationships, their views on talking about masturbation
openly, and their interest in masturbation tools. Quotas were set by age, gender, and U.S. region, and the audience was split evenly between men and women.
SURVEY OBJECTIVES AND METHODOLOGY
Screeners
Health and
Wellness
Basic Masturbation
Information
Masturbation
Routine
Talking about
Masturbation
Role of
Masturbation in
Relationships
Sex Toys &
TENGA Brand
Assessment
Demographics/
Psychographics
Survey FlowSample
N=1200 respondents were surveyed. They
fit the following US census criteria:
➢ Males and Females 18-74
➢ Males: 49% of survey (n=588)
➢ Females: 51% of survey (n=612)
Key Audiences
Millennial Gen X Boomer Single In Relationship
Male Female
GenerationGender Relationship Status
34%
n=408
36%
n=432
30%
n=360
46%
n=551
54%
n=649
51%
n=612
49%
n=588
Those who indicated they
were single, divorced /
separated, or widowed
Those who indicated they
were married or in a
committed relationship
2
SURVEY DATA
3
The vast majority of people masturbate. Men more so than women,
millennials more so than older generations.
4
87%
of respondents have masturbated, including 90% of men and 83% of women.
Of those who masturbate, 62% of men and 33% of
women masturbate at least once a week
Among those who masturbate once a week, average number of times:
Millennial
6.3 times per week
Gen X
4.6 times per week
Boomer
3.3 times per week
5.8 times per week
3.7 times per week
Single 5.8 times per week
Relationship
4.3 times per week
On average, respondents who masturbate estimate
they spend 14.5 minutes masturbating in one session
15.4
13.6
17.7
13.5
12
16.1
13.2
Male Female Millenial Gen X Boomer Single Relationship
Q: On average, how long do you approximately spend
masturbating in one session (in minutes)?
The percentage of women who masturbate is much more than people think
5
Estimate vs. Actual
Millennials 86% -4%
Gen Xers 87% -3%
Boomers 80% -10%
Q: What percentage of men do you think masturbate?
84%
90%
Q: What percentage of women do you think masturbate?
83%
68%
What people estimate
Actual What people estimate
Actual
Estimate vs. Actual
Millennials 70% -13%
Gen Xers 70% -13%
Boomers 63% -20%
Average estimate is 6% lower than reality Average estimate is 15% lower than reality
6
53%
On average, Americans 18-74 have 3.6 orgasms per week; men more, women less
find it easier to orgasm from masturbation, either alone or with a partner, than from any other type of sexual activity.
Q: Approximately how many orgasms have you had in the past seven days?
(Including masturbation, sexual intercourse, and any other forms of sexual activity.)
23%
14%
14%
13%
11%
7%
7%
5%
4%
3%
0 1 2 3 4 5 6-7 8-10 11-15 15+
Frequent masturbators: 7.8 (avg.)
4x/week or more (20% of sample)
Women: 2.6 (avg.)
Men: 4.7 (avg.)
All others: 2.6 (avg.)
3x/week or less (80% of sample)
Overall: 3.6 (avg.)
6
39%
14%
47%
Q: Generally, do you find it easier to have an orgasm when…?
Among those who have both masturbated and had sexual intercourse.
Masturbating alone,
without a partner
Masturbating together
with a partner
26%
74%
Q: If you had to give up sex or masturbation for the rest of your life, which would
you give up? Among those who have both masturbated and had sexual intercourse.
Frequent masturbators
(4x/week or more) are 7%
more likely than average
to cite solo or partner
masturbation as the
easiest route to orgasm
Women are 7% less likely
than men to say they’d
give up masturbation, not
sex
Frequent masturbators (4x/week
or more) are 9% more likely
than average to say they’d give
up sex, not masturbation
Having sexual intercourse
or other types of sexual
activities with a partner
I would give up sex
I would give up masturbation
7
47%
Frequent masturbators are more likely to be single and/or sexually active,
equally as likely to be in a committed relationship, and less likely to be married
In a committed
relationship
Married
Other
Q: Are you currently…?
59%
26%
6%
9%
59%
28%
9% 4%
Very satisfied Somewhat satisfied Not too satisfied Not at all satisfied
Q: How sexually satisfied are you with your relationship?
Among those currently married or in a committed relationship
Frequent Masturbators (20%)
4x/week or more
All Others (80%)
3x/week or less
All others (80%)
3x/week or less
Frequent masturbators
(20%) 4x/week or more
43%
13%
44%
29%
13%
58%
of Frequent Masturbators surveyed are currently single, compared to 27% of those who masturbate three times a week or less.
Sexually active
Not sexually
active
72%
28%
87%
13%
All others (80%)
3x/week or less
Frequent masturbators
(20%) 4x/week or more
Among those who have had sexual intercourse (92%)
• 36.8 is the average age of frequent masturbators
(vs. 45.6 for all others).
• The frequent masturbators audience is 77% male.
8
42%
Frequent masturbators live healthier lifestyles, and tend to see masturbation as
part of their health and wellness routine
Yes
No
Q: Do you consider yourself to be in good health?
18%
10%
31%
27%
15%
23%
11%
34%
22%
10%
0 days 1 day 2-3 days 4-5 days 6-7 days
Q: In an average week, how many days
a week do you exercise or work out?
Frequent Masturbators (20%)
4x/week or more
All Others (80%)
3x/week or less
All others (80%)
3x/week or less
Frequent masturbators (20%)
4x/week or more
87%
13%
of frequent masturbators say that masturbation directly ‘helps athletic performance’ (+23% vs. others).
Part of your
health and
wellness routine
Not a part of
your health and
wellness routine
All others (80%)
3x/week or less
Frequent masturbators (20%)
4x/week or more
Among those who
have masturbated
(83%)
78%
22%
Q: Do you personally consider masturbation to be…?
84%
16%
51%
49%
Frequent masturbators
(20%) 4x/week or more
39%
61%
All others (80%)
3x/week or less
26%
74%
Q: Do you belong to a gym?
Yes
No
Q: In the past two years, approximately
how many times have you visited a
doctor due to an injury or illness?
Q: In the past two years, approximately
how many times have you visited a
doctor for a general checkup?
2.8 visits 3.8 visits
All others (80%)
3x/week or less, avg.
Frequent
masturbators (20%)
4x/week or more, avg.
2.7 visits 2.7 visits
All others (80%)
3x/week or less, avg.
Frequent
masturbators (20%)
4x/week or more, avg.
9
56%
Frequent masturbators are more likely to express the highest level of self-confidence, have a more
positive body image, be good at managing stress, and engage regularly in mindfulness exercises
7%
10%
27%
30%
26%
5%
9%
33%
33%
20%
1 2 3 4 5
Q: How much self-confidence do you have? Please rate on a
scale of 1 to 5, with 1 being the lowest and 5 being the highest.
Frequent Masturbators (20%)
4x/week or more
All Others (80%)
3x/week or less
of frequent masturbators report having more than 5 serious, positive, long-term relationships in their lives (+13% vs. others).
Frequent masturbators
(20%) 4x/week or more
57%
43%
All others (80%)
3x/week or less
48%
52%
Q: Do you think you have a beautiful body?
Yes
No
6%
11%
25%
57%
7%
19%
30%
44%
21+
10-20
5-9
0-4
Q: How many serious, positive, long-
term platonic and/or romantic relation-
ships have you had in your life? Include
relationships with friends and partners,
not including family members.
I am very good
at managing
stress in my life
I am not very good
at managing stress
in my life
Q: How would you rate your ability to manage stress, overall?
All others (80%)
3x/week or less
Frequent masturbators (20%)
4x/week or more
69%
31%
All others (80%)
3x/week or less
Frequent masturbators (20%)
4x/week or more
65%
35%
Q: Do you regularly meditate or perform similar mindfulness exercises?
42%
58%
34%
66%
Yes
No
Frequent Masturbators (20%)
4x/week or more
All Others (80%)
3x/week or less
People primarily masturbate because it helps them relax and find
pleasure, or to explore and improve their sexual activities
10
23%
of those who masturbate primarily do so to relieve sexual tension, the reason most commonly cited.
Q: Why do you generally masturbate? Please select the statement below that best applies to you.
Asked of those who masturbate
23%
19%
5%
22%
18%
3%
3%
1%
3%
2%
2%
Relieve sexual tension
Relax / Relieve stress
Help me sleep
Sexual pleasure on my own
Sexual pleasure when partner unavailable
Explore sexual preferences
Improve sexual performance
Feel more comfortable with my body
Because I can't find a partner
My partner won't have sex with me
Boredom
47%
Tension / Stress relief
39%
Sexual Pleasure
5%
Partner unavailable
7%
Explore / Improve
Half of respondents have a regular masturbation routine—among those
that do, most men view adult content, most women use their imagination
11
57%
of millennials who masturbate have a routine, compared to 49% of Gen Xers and 39% of boomers.
58%
50%
18%
18%
29%
23%
View adult content
Use their imaginations
Think of a previous experience
Look at pictures
Use a toy meant for penetration
Read an erotic story
73% of men vs.
44% of women
31% of women
vs. 5% of men
35%
33%
16%
16%
Right before bed
Afternoon
Evening
Morning
Q: What do you do/use during your routine? Please select all that apply.
Asked of those who said they had a regular routine
Q: What time of day do you most often masturbate?
Asked of those who said they masturbate
55% of women
vs. 45% men
34% of men vs.
12% of women
Respondents are most likely to masturbate to a fantasy of someone
they know well, with men more likely to do so than women
12
67%
of those who masturbate say they fantasize about a specific individual when they masturbate.
Q: Do you fantasize about a specific individual when masturbating? Select all
that apply.
Asked of those who masturbate
Celebrities commonly mentioned by Men
Celebrities commonly mentioned by women
Scarlett Johansson Halle Berry
Jennifer Lawrence
George Clooney
Channing Tatum
Tom Selleck
31%
24%
16%
15%
13%
Someone I know very well
My significant other
Fictional character from media
A person I met once or twice
A celebrity/politician
22% of men vs.
8% of women
18% of men vs.
8% of women
38% of men vs.
23% of women
The most common reasons that have prevented people from masturbating are
preferring a partner, and fear of someone walking in or hearing
13
34%
say that no reason has ever prevented them from masturbating.
Fear of someone
walking in on me/
hearing me
21%
7%
I don't feel
comfortable
touching myself
13%
Not wanting to
masturbate too
much
General Discomfort
8%
My religious views
4%
I don’t think people
should masturbate
2%
My partner doesn't
approve
Moral Concerns
Q: What reason(s) have prevented you from masturbating? Please select all that apply.
31%
I would prefer a
partner to pleasure
me
6%
It takes a long time
4%
It doesn't feel
pleasurable
Effectiveness
3%
I don’t know how
14
Most are uncomfortable talking openly about masturbation—younger generations
are more comfortable than older
60%
feel uncomfortable talking about masturbation openly with other people (52% of men and 69% of women).
Q: How comfortable do you feel talking about masturbation openly
with other people?
30%
22%
33%
26%
17%
18%
9%
19%
15%
6%
Male Female Millennial Gen X Boomer
Very comfortable
Somewhat comfortable
Q: In your opinion, why do you think it’s so hard for people
to talk openly about masturbation?
“American society in general and
religious taboos are the biggest
reason. We are brought up with
these puritan ideas which are
really not relevant in modern
society.”
- Male, Boomer
“Because it has never been a
topic people talk about. It is
almost as if masturbation is what
you do when you can't find a
partner. It implies that you have
failed to find someone”
- Female, Boomer
“Because it is a personal act that
they may have been made to feel
embarrassed about or told that it is
wrong or have been busted and
shamed for it”
- Female, Gen X
15
People are most comfortable talking about masturbation with their
partners, and least comfortable talking about it with their family
76%
would be comfortable talking about masturbation with their significant other; 59% would be comfortable talking about it with their friends.
Family Members
(parents, aunts/uncles,
grandparents)
68%
Religious Leaders
65%
Family Members
(siblings, cousins)
61%
Coworkers
58%
Strangers/
Anonymous
55%
Acquaintances
52%
Friends
41%
Partner(s)
(not in relationship)
36%
Partner(s)
(in relationship)
24% 12%
Comfortable with
anyone
Q: Who would you not be comfortable speaking about masturbation with? Please select all that apply.
16
50%
think it’s good for society to have open discussions around sexual topics, but less than a third have ever talked about masturbation with a close friend.
Half of Americans recognize the societal
value of open discussions on sexual topics
20%
80%
“It is important to talk
about masturbation with
people I am close with”
50%
50%
“Society would benefit
if people were more
open in discussing
sexual topics like
masturbation”
Agree
Disagree
But less than 1 in 5 think it’s important for them to
personally engage in conversations about masturbation
32%
68%
Q: Have you ever talked to a close friend about masturbation?
YesNo
57%
43%
Q: Have you ever talked to your significant other about masturbation?
Among those currently married or in a committed relationship.
84% of those who have
talked to a close friend
about masturbation found
the conversation
“somewhat” or “very
encouraging”
8% of those who
have not talked to a
close friend about
masturbation wish
that they could
22% of those who
have not talked to a
significant other
about masturbation
wish that they could
89% of those who have
talked to their significant
other about masturbation
found the conversation
“somewhat” or “very
encouraging”
Almost everyone who has talked to a close friend or partner about masturbation
found the conversation encouraging, but many avoid the topic
YesNo
17
Most are truthful about their masturbating habits, with older
generations the least likely to say they’ve lied.
29%
have lied about masturbation, including 35% of men and 24% of women.
The average age people estimate they first
masturbated:
The age at which people first masturbated is
correlated with masturbation frequency:
61%
39%
Millennial
69%
31%
83%
17%
Gen X
Boomer
Q: Have you ever lied about masturbation?
No
Yes
Q: Why did you lie about it?
“Felt like I was going to be look(ed)
at like some kinda pervert and that I
would be made fun of.”
- Male, Gen X
“Not comfortable discussing the
topic openly for fear of being
judged.”
- Female, Boomer
13.8 years old
17.6 years old
13.44
14.83
15.68
17.65
18.94
4+ times per
week
1-3 times per
week
A few times per
month
A few times per
year
Not regularly
Q: How old were you the
first time you masturbated?
Q: How frequently do you masturbate on average?
29%
26%
32%
6%
7%
Much more often
A little more often
About the same amount
A little less often
Much less often
18
85%
say they masturbate when in a relationship (asked of those who masturbate and have been in a relationship).
Of those, 65% of them say that their partners are aware they masturbate
88%
12%
Millennial
88%
12%
77%
23%
Gen X
Boomer
No
Yes
Q: Do you masturbate when you are in a relationship? Q: When you are in a relationship, do you
masturbate more or less often than when you are single?
Q: Why do you masturbate
when you are in a relationship?
Q: Why do you not masturbate
when you are in a relationship?
“Sometimes your partners are not
available when you feel the need
to relieve yourself”
- Male, Boomer
“Sometimes you want an orgasm
without needing to worry about
someone else's pleasure”
- Male, Gen X
“Because I have someone else
and I wouldn’t want to
disrespect them”
- Male, Millennial
“Having regular sex with a
partner satisfies me.”
- Female, Boomer
Most people masturbate when they’re in a relationship, but less often than when
they’re single—36% say their partners aren’t aware that they masturbate
Among those who masturbate and have been in a relationship:
19
When in a relationship, most people would be comfortable with their partner
masturbating
2 in 3
of those who have been in a relationship are comfortable discussing masturbation with their partners when in a relationship
89% are comfortable with their partners masturbating when
they are in a relationship
+
37%
Extremely
Comfortable
30%
Somewhat
Comfortable
“I'm a shy person anyway and
that's a very personal topic. I
haven't had a close enough
relationship to establish
comfort in this topic.”
- Female, Boomer
“It worries me that they will
think I am perverted or that
they can’t please me.”
- Female, Millennial
“Sometimes my partner feels
insecure about it.”
- Male, Gen X
51%
I don’t like to think
about it
17%
I don’t like that they
watch porn
19%
I’m not there
8%
It’s to improve their sexual
performance
35%
It’s natural thing to do
6%
I know it’s not about me
17%
I also masturbate
Q: Why would you be uncomfortable if
your partner was masturbating?
Asked of those not comfortable (11%)
Q: Why are you comfortable with your
partner masturbating?
Asked of those who are comfortable (89%)
67% are comfortable discussing masturbation
with their partners when in a relationship
Reasons people are uncomfortable discussing masturbation
with their partner:
Among those who have been in a relationship:
The majority have masturbated with a partner, and find it to be a positive experience
20
58%
have masturbated for their partner or watched their partner masturbate (of those who masturbate and have been in a relationship).
43%
29%
18%
8%
2%
Q: How would you rate the experience of pleasuring yourself in front of your partner?
Asked of those who have masturbated in front of their partner
22% of millennials have masturbated with their partner via phone,
Skype, or similar method (vs.16% of Gen Xers and 5% of boomers).
“Its one of the best
things you can do to
build a stronger
relationship.”
- Female, Gen X
54%
26%
15%
3%
2%
Q: How would you rate the experience of watching your partner masturbate?
Asked of those who have watched their partner masturbate
“My partner is able to give me a
much stronger orgasm. When I
masturbate I barely get the
minimum amount of pleasure.”
- Female, Millennial
“it gives me confidence
when he likes to see me
feeling good.”
- Female, Millennial
“it's just something
different to spice things
up which is important .”
- Male, Gen X
Excellent Very Good Good Fair Poor
“I like him feeling
open enough to do
so in front of me.”
- Female, Millennial
“This, too, is very
exciting and
stimulating.”
- Male, Gen X
21
Q: Do you usually find more pleasure when you’re masturbating alone, or when having a sexual experience with another person?
Asked of those who masturbate and have had sex
Men prefer sex over masturbation. Women overall prefer sex, but
many prefer masturbation.
Masturbating alone Sexual experience with another person Both are equal
39%
31%
31%
51%
20%
30%
51%
of men find sexual experience with another person more pleasurable, and only 20% prefer masturbating alone (out of those who
masturbate and have had sex). However women are more evenly divided between the two.
Male
Female
“Better experience, not just
sex when with partner,
emotions and relationship
also involved.”
- Female, Boomer
“I can focus on my
pleasure instead of
needing to concern
myself with both my
own and my partner's
pleasure.”
- Female, Gen X
“They are two different
experiences to be
enjoyed in two
different ways.”
- Female, Millennial
“It really does not
matter. The act is
just as pleasurable
whether alone or
with a partner.”
- Male, Boomer
“I get to control it and
not have to worry about
anyone else feelings.”
- Male, Millennial
“To feel the love and
embrace between
two lovers is the
best. We both get
ultimate pleasure
together. Its 50-50
give and take.”
- Male, Gen X
Respondents were satisfied with their sex lives as well as their
“masturbating lives,” though they were more satisfied with the latter
22
89%
of those who masturbate are satisfied with their “masturbating lives” vs. 79% of respondents who are satisfied with their sex lives.
45%
34%
11%
11%
Q: How satisfied are you with your sex life?
49%
40%
6%
5%
Q: How satisfied are you with your masturbating life?
Asked of those who masturbate
Very satisfied
Somewhat satisfied
Somewhat dissatisfied
Very dissatisfied
23
20%
Nearly half of Americans 18-74 think it’s a good idea to masturbate before a first date
of millennials who masturbate commonly masturbate before having sex.
47%
53%
Q: Do you think it’s good idea to masturbate before a first date?
“You can relieve any stress
you may have preventing
you from possibly making
any hasty decisions
involving sex .”
- Female, Millennial
“It removes that impulse from
influencing my emotions-
motivations. I can concentrate
on getting to know the person I
am with.”
- Male, Gen X
“I think it helps you relax and actually
enjoy the date. If you go on a first date
aroused, you've pretty much got one
goal on your mind. In my opinion, this
causes the rest of the date to suffer.”
- Male, Millennial
“It seems
disrespectful
towards your
prospective date
regardless of if you
tell them about it.”
- Male, Millennial
“I think its better to be
neutral and see if there
is chemistry naturally.”
- Female, Millennial
“The intensity of the sex might not
be as strong if I masturbate before
going on a date.”
- Male, Gen X
Yes, I think it’s
a good idea
No, I don’t think
it’s a good idea
4.1%
4.2%
4.7%
4.9%
6.6%
13.1%
Important business meetings
Public speaking
Big family gatherings
Playing sports
Job interviews
Having sex
Q: Do you commonly masturbate before...?
Asked of those who masturbate
Men are 5% more
likely than women
to report commonly
masturbating before
playing sports or
job interviews
More women than men own sex toys—vibrators are the most
commonly owned toy among both men and women
24
33%
of respondents own a sex toy (41% of women, 24% of men). 34% of men who own a toy own a masturbation sleeve.
Vibrator
64% 88%
Dildo
44% 51%
Cock Ring
44% 16%
Anal Toy
29% 15%
Masturbation
Sleeve
34% 7%
“I went to party and saw it
demonstrated, and my friend
vouched for how good it was.”
- Female, Gen X
“Having poor ED is not
nice so we talked about it
and did what we felt
needed to be done.”
- Male, Gen X
“It helped fulfill pleasure while
my husband is not present.”.
- Female, Millennial
Q: What type of sex toy(s) do you own? Please select all that apply.
Male Female
Q: What motivated you to buy a sex toy?
“Wanted to experience
more pleasure when
masturbating.”
- Female, Boomer
Among those who own a sex toy:
25
2 out of 3 who own a sex toy says it improves the experience of
masturbation—women are more likely to feel this way
66%
say a sex toy improves the sexual experience of masturbation, including 57% of men and 71% of women.
Q: How often do you use your sex toy(s) when masturbating?
Asked of those who masturbate and own a sex toy
41% of those who own a sex toy and are in a relationship
have used them with their partners.
41%
42%
16%
37%
Men Women
Always
Sometimes
20%
My partner used a toy to pleasure me
16%
I used a toy to pleasure my partner
11%
I used a toy to pleasure myself and my partner watched
11%
My partner used a toy on themselves and I watched
10%
My partner and I have used a toy on each other at the same time
Q: When in a relationship, have you and your partner used a toy
in your sexual experiences?
Asked of those who have been in a relationship
26
46%
of those who do not own a sex toy would be open to buying one in the future.
Q: You said that you do not own a sex toy. Specifically, why
have you not purchased one?
Asked of those who do not own a sex toy
48% of men think sex toys are better suited for
women, only 38% of women think the same.
59%
I don’t think I’d use it/need it
12%
I would be embarrassed to own one
10%
I’m afraid a friend or family member could find it
10%
I think they are too expensive
Q: What could help influence you to buy a sex toy?
Asked of both owners and non-owners
41%
29%
19%
4%
Nothing, I would not buy one
If I knew a person that wanted one/used one
If a friend recommended to me
Endorsement from a celebrity
Most non-owners of sex toys simply don’t think they need one, but
embarrassment and shame are still frequently cited as holdbacks
“Don’t know much about them and it could
cost a lot.”
- Male, Gen X
“Used to have. Don’t need
one anymore. Worry about
cleanliness.”
- Female, Boomer
“I do not need or want one,
as I said before I am fine with
using my hand to pleasure
myself.”
- Male, Gen X
“I feel embarrassed going into the sex toy
shop, and I don't want to buy online because
I fear the package going to the wrong home
and someone finding out I bought sex toys.”
- Female, Millennial
Q: Why do you think you wouldn’t use / need a sex toy?
Asked of those who said they wouldn’t use / need a sex toy
9%
It doesn’t seem hygienic
