Multiple studies indicate, that the US has now crossed the magic line of over half of the population owning a vibrator.
But still, most reference an old 2009 study from Indiana University that found approximately 53 percent of women and 45 percent of men ages 18 to 60 use vibrators.
The world has changed a lot since then!
13 years have gone by, and with a 10-15% Y-o-Y growth in the sex toy industry [GVR, Statista, Technavio], and a huge surge during the Covid-19 pandemic [WHO, Arafat & Kar 2021, Forbes]. The numbers are bound to have changed.
How many people are really using a vibrator in 2023?
Drawing on data from The Kinsey Institute, Lovehoney Group, Statista, and a recent cross-sectional survey on 5,631 respondents we can report that American men and women use vibrators to a significantly larger extent than previously believed.
- Vibrator use is being reported by 69 percent of women ages 18-60 in the US, while 54 percent of men report having used a vibrator.
This increase is supported by the fact that 42 percent of couples report feeling kinkier now than before the pandemic [The Kinsey Institute]. Maybe vibrator purchases and usage have something to say? The couple vibrator has developed enormously and nowadays it doesn’t matter how many miles you are separated from each other, you can still enjoy it together.
It is not surprising, when you think about the fact, that vibrators make up over 80 percent of all sex toy purchases and the industry in US alone is projected to sell US$7.9 Billion in the year 2023 [R&M]. That’s
A 5 year old study (2017) found that over half the UK population own and use a vibrator – which makes the US numbers even less surprising 5 years later.
- 69% of women own a vibrator, while 54% of men own one.
- 81% of women wish they hadn’t waited so long to buy their first beginner vibrator.
- 95% of people that used a vibrator found that it helps them orgasm every time.
- 25% of American women stated that they use their vibrator several times within a week.
- 76.6 million Americans own a vibrator.
- Only 39% of women used a vibrator to spice up their sex life, while 51.9% of men used it to add spice.
- Heterosexual people make up 91.3% of vibrator users.
- Homosexual users make up 2.5% of vibrator users.
- Bisexuals only make up 5.2% of vibrator users.
- Those that classify as “other” made up 1% of all vibrator users.
- 70.6% of vibrator users in the world are white people.
- 11.1% of vibrator users are black people.
- 13.4% of vibrator users are Hispanic.
- 4.9% of vibrator users classify as “other”.
- 14.7% of vibrator users are between the ages of 18 and 24.
- 21.5% of vibrator users are between the ages of 25 and 34.
- 26.4% of vibrator users are between the ages of 35 and 44.
- 23% of vibrator users are between the ages of 45 and 54.
- 14.4% were between the ages of 55 and 60.
- 54% of men report using a vibrator.
- 37.3% of women used vibrators during sex.
- 36% of men used vibrators during sex.
How many people are buying vibrators each month?
Based on available data on average basket sizes, how much vibrators makeup of the total market size, as well as cross-sectional and representative survey data we estimate that:
- Between 900,000 and 1.5 million American men and woman are buying vibrators each month. Either as an addition to their collection or as their first vibrator – the data doesn’t reveal this.
- Vibrator purchases is at it’s highest during November, and at it’s lowest pretty soon after that in February. November might be because there are a lot of good sales during that time, for example on black friday you can find cheap sex toys.
11 Other interesting vibrator facts
- 14 percent of people never cleaned their vibrator.
- People with non-hetero sexualitys are 50 percent more likely to have used a vibrator.
- 41 percent have tried using lubricant with their vibrator.
- 37 percent of people, who practice their religion more than once a week, own a vibrator.
- 7 percent have tried putting a condom over their vibrator.
- People currently in a relationship are 15 percent more likely to have used a vibrator.
- 35 percent of women have recieved a vibrator as a gift, compared to 20 percent of men.
- Women on average buys small vibrators which are slimmer and shorter compared to men.
- 18 percent of people have fantasized about using a vibrator without ever doing it.
- Rich people are much more likely to buy a vibrator (Study based on sales data and median household income – keep an eye out, as it will be released soon).
- The US ranks 4th as the country that purchases the most vibrators per capita (1. Denmark, 2. Sweden, 3. Greenland)
Who Uses Vibrators The Most?
Married women top the charts for people that own a vibrator.
Specifically, 50.9% of married women own a vibrator, compared to 25.4% of single women.
On the men’s side of things, 31.4% of men say that they only introduced vibrators into the bedroom because of their partner’s request, while 6.8% of men use vibrators so that they can get an orgasm themselves.
Vibrator Usage by Sexual Orientation
Heterosexual people make up the majority of vibrator users, with 91.3% of users identifying as such.
Homosexual users make up 2.5% of vibrator users, while bisexuals only make up 5.2% of users.
Those that classify as “other” make up just 1% of all vibrator users.
Vibrator Usage by Ethnicity
White people make up the majority of vibrator users, with 70.6% of users identifying as such.
Black people account for 11.1% of vibrator users, while Hispanics make up 13.4%.
Those that classify as “other” make up just 4.9% of vibrator users
How Many Americans Own a Sex Toy?
Sex toys are becoming increasingly popular in the United States, with a significant number of Americans owning at least one. Here are some statistics on sex toy ownership:
- Around 86% of Americans aged 25 to 29 and 40 to 44 own at least one sex toy. (Statista, 2022a)
- When shopping for sex toys, Americans look for realistic toys (25%), higher-end toys (20%), smaller toys (14%), more powerful toys (13%), larger toys (4%), and other types of toys (25%). (Adam & Eve, n.d.)
- The most popular sex toys bought online are vibrators (19.2%), followed by dildos (16%), lubes (14%), anal beads (12%), penis rings (11.8%), and other toys (23%). (Adam & Eve, n.d.)
- As of 2022, 163.12 million Americans own sex toys, and of those, 56.46 million own more than 5. In 2017, only 135.93 million Americans owned sex toys, and 41.83 million had more than 5. (Statista, 2022b)
- Vibrators are the most popular sex toy in the U.S., with 47% of people who own sex toys having a vibrator. (Statista, 2022c)
- Vibrators were the most-preferred method of stimulation for women in one survey, with 50.7% preferring non-anal vibrations and 17% preferring anal vibrators. (Le Wand, 2020)
- About half of women and a third of men who buy from Lovehoney (the U.K.’s largest sex toy retailer) buy a vibrator. (Jon Millward, 2014)
- Men and women who were single or in a relationship made up the following percentages of sales: 22% of single men, 40% of attached men, 65% of single women, and 16% of attached women. (Jon Millward, 2014)
How Many Americans Use Vibrators?
Vibrators are a popular type of sex toy in the United States, with many women using them more than men do. Here are some statistics on vibrator use:
- 80% of American women in one survey said they had tried sex toys. (Statista, 2019a)
- 63% of Americans in one survey said they use sex toys such as vibrators, dildos, or masturbators. (Adam & Eve, n.d.)
- In a 2009 study, the prevalence of women’s vibrator use in the U.S. was 52.5%. (The Journal of Sexual Medicine, 2009a)
- In the same study, marital status was found to play a role in vibrator use, with 50.9% of married women using vibrators compared to 25.4% of single women. (The Journal of Sexual Medicine, 2009a)
- In another survey, 44.8% of American men had used a vibrator sexually at some point in their lives. (The Journal of Sexual Medicine, 2009b)
- Men who used vibrators reported using them in the past month (10.0%), in the past year (14.2%), or over one year ago (20.5%). (The Journal of Sexual Medicine, 2009b)
- In 2018, female vibrator use increased by 23% from the previous year, according to a survey by SKYN Condoms. (PR Newswire, 2018)
Who is More Likely to Use Vibrators?
Vibrators are a popular sex toy among Americans, but who is more likely to use them? The answer may surprise you.
Research shows that women are more likely to use vibrators than men. In a 2009 study, 52.5% of American women reported using vibrators, compared to only 44.8% of men. Married women are also more likely to use vibrators than single women, with a 2009 study finding that 50.9% of married women reported using vibrators, compared to 25.4% of single women.
When it comes to age, younger Americans are more likely to use vibrators. About 86% of Americans ages 25 to 29 own at least one sex toy, and roughly the same number of Americans ages 40 to 44 do as well.
There are also differences in vibrator use based on sexual orientation. In the same 2009 study, 91.3% of women who reported vibrator use identified as heterosexual, while 2.5% identified as homosexual and 5.2% identified as bisexual. Among men who reported vibrator use, 94.9% identified as heterosexual, 2.8% identified as homosexual, and 1.6% identified as bisexual.
Interestingly, there are also differences in vibrator use based on religion. The 2009 study found that 15.0% of women who used vibrators never attended religious services, while 7.4% attended more than once per week. Among men who reported vibrator use, 16.0% never attended religious services, while 22.0% attended once per week or more.
In summary, women, especially married women, younger Americans, and heterosexual individuals are more likely to use vibrators. Religion also plays a role in vibrator use, with individuals who do not attend religious services more likely to use vibrators.
What Makes a Great Vibrator?
A great vibrator can vary from person to person, but many people have specific features they look for in their pleasure tool. Women, in particular, want their vibrators to be safe, easy to use, and powerful.
One of the most common types of vibrators is the realistic, penis-shaped vibrator. However, some women prefer vibrators that are not designed to look like a penis.
When it comes to choosing a vibrator, women who have used them before generally prioritize the following features:
- Body-safe materials
- Easy to use
- Strong motor
- Recommended by others
- Highly reviewed
- Attractive color
- Attractive shape
Interestingly, women who have never used a vibrator before also prioritize body-safe materials, ease of use, and waterproofing. However, they are more likely to want a discreet toy that is highly recommended and highly reviewed. They are also more likely to prioritize an attractive shape and color over a strong motor.
Vibrators can provide different sensations, and not all women prefer the same type of vibration. Women who prefer a more rumbly vibration are in the majority, while those who prefer a buzzy vibration are in the minority. Some women prefer a combination of both rumbly and buzzy vibrations.
When it comes to intensity, women prefer a strong vibration for non-anal stimulation, while medium intensity is preferred by a significant portion of women. For anal stimulation, however, women generally prefer a light to medium intensity vibration, and a majority of women do not use anal vibrators at all.
What Do Americans Think About Vibrators?
When it comes to attitudes about vibrators, Americans are generally accepting of their use. In fact, many view them as a positive addition to their sex lives.
- In a 2020 survey, 51% of American adults reported that they have a positive view of vibrators. (Statista, 2020c)1
- Additionally, 52% of adults surveyed said they believed that using a vibrator with a partner can improve intimacy in a relationship. (Statista, 2020c)1
- In a separate survey, 65% of American women said that using a vibrator is a healthy way to explore their sexuality. (Minna, 2020)2
- Roughly half of Americans believe that using sex toys is a natural and healthy way to express one’s sexuality. (Statista, 2021)3
- However, some negative attitudes still persist. In one survey, 23% of Americans reported feeling embarrassed or ashamed about using a vibrator. (Statista, 2020c)1
- Another survey found that 12% of Americans believe that using a vibrator is a sign of a lack of sexual experience or ability. (Statista, 2021)3
Overall, while there are still some negative attitudes surrounding vibrator use, the majority of Americans are accepting and even enthusiastic about their use.
When women first bought a vibrator by geographic region in the U.S
The data in this study is retrieved from multiple sources. References to those available online or sent to us can be found in the reference list below. Apart from, what is already listed here, we have procured and analyzed several data points including but not limited to: industry reports; company economic reports; sales data from individual companies provided in anonymized form; as well as search and visitor statistics on popular industry-specific websites. Finally, data have also been gathered using online scrapers to crawl and scrape information from online directories, as well as self-run cross-sectional data survey. Contact firstname.lastname@example.org for more information.
The analysis was done through data aggregation and averaging. Where multiple sources were available with data discrepancies a weighted average was used. This was based on a subjective measure of the reliability of individual datasets – giving more weight to more reliable datasets.
- Ennis, Dawn (2021). “New Research Reveals Insights Into America’s Nonbinary Youth”
- CIA World Factbook
- Wilson, Bianca D.M.; Meyer, Ilan H. (June 2021). “Nonbinary LGBTQ Adults in the United States”. Williams Institute.
- Philip D. Harvey, The Government Vs. Erotica: The Siege of Adam and Eve, Prometheus Books, 2001
- Decennial Census P.L. 94-171 Redistricting Data”. United States Census Bureau, Population Division. “2020 U.S. Gazetteer Files”. U.S. Gazetteer Files. United States Census Bureau.
- Döring, & Poeschl, S. (2020). Experiences with Diverse Sex Toys Among German Heterosexual Adults: Findings From a National Online Survey. The Journal of Sex Research, 57(7), 885–896.
- Anderson, Schick, V., Herbenick, D., Dodge, B., & Fortenberry, J. D. (2014). A study of human papillomavirus on vaginally inserted sex toys, before and after cleaning, among women who have sex with women and men. Sexually Transmitted Infections, 90(7), 529–531.
- Wood, Crann, S., Cunningham, S., Money, D., & O’Doherty, K. (2017). A cross-sectional survey of sex toy use, characteristics of sex toy use hygiene behaviours, and vulvovaginal health outcomes in Canada. The Canadian Journal of Human Sexuality, 26(3), 196–204.
- Herbenick, Reece, M., Sanders, S., Dodge, B., Ghassemi, A., & Fortenberry, J. D. (2009). Prevalence and Characteristics of Vibrator Use by Women in the United States: Results from a Nationally Representative Study. Journal of Sexual Medicine, 6(7), 1857–1866.
- Rosenberger, Schick, V., Herbenick, D., Novak, D. S., & Reece, M. (2011). Sex Toy Use by Gay and Bisexual Men in the United States. Archives of Sexual Behavior, 41(2), 449–458.
- Frisch M, Moseholm E, Andersson M, Andresen JB, Graugaard C. Sex i Danmark. Nøgletal fra Projekt SEXUS 2017-2018. Statens Serum Institut & Aalborg Universitet, 2019.