Latest Study on One Million Sex Toy Sales Find What Turn the British On

Jon Millward, a data analyst, conducted a research to look into what kind of sex toys do people prefer, and what turns them on. For this, he collected data from one of Britain's biggest online sex toy retailers, Lovehoney. It sells lingerie, lube, condoms and other essentials as well.

"The contents of hundreds of thousands of bedroom drawers can now be known with absolute certainty," said lead researcher Jon Millward. He began analyzing their reviews and one million of their orders. He found that beyond all, sex toys sold the most and "as expected," he said that half the female customers bought vibrators. But their customer base had men and women equally. This reveals that men and women both are interested in sex toys and breaks several long-held stereotypes. He further looked into the type of item bought and the sex of the buyers to find out what really clicks with both the genders.

Through research he found that the products mostly bought by men were "masturbatory aids" and women bought "Basques and corsets, nipple tassels, and Halloween costumes." Body stockings, sex swings, and remote-control love eggs were bought equally by both men and women, the study found. And the list that interested both the genders included whips, floggers, spanking paddles and handcuffs.

His investigation also revealed that diverging from the common notion that feminine hygiene products are bought by women, it was actually purchased by men. But this could be the man ordering it for his partner. The study found that 65 per cent of the time, vibrators were bought by single women and 54 per cent of the time by those who have partners.

The statistics show that 14 per cent of the women in relationships opt for sex toys and 10 per cent of the single women also opt for the same. About 23 per cent of both male and female opt for anal sex toys. He also found that most of the time, condoms are bought by women for the guy.

"It is great to shatter the myth that toys are most frequently bought by single people. In fact, most sales are to couples looking to enhance their sexual happiness and share the toys together," Millward explained.

The study also found that 18.5 per cent left instructions such as "leave with neighbor" during online delivery instructions.

The Telegraph listed, "The 10 sexual products most likely to be bought by women: Novelty gifts, Halloween costumes, Body paint & rude food, Plus-size Basques and corsets, Nipple tassels, Intimate shaving tools, Vajazzling jewellery, Pelvic floor exercisers, Massage candles, Babydolls and chemises."

The study, Down the Rabbit Hole details every bit of the statistics and data on men and women's preference, choices and purchases.