Sex News: World’s ‘biggest study of sex toys’ looks at 1 million sales at Lovehoney



Lovehoney, a giant amongst sex toys shops, has recently published what has been described as ‘the world’s biggest study of sex toy sales’ and looking at the findings, it’s difficult to argue.

The intrepid Lovehoney team worked with researcher Jon Millward, aka Ideas Detective, over a five month period to analyse one million Lovehoney sales. Jon specialises in unearthing funny, quirky data and finding inventive ways to help people picture it. This largescale study was undertaken “to shed light on people’s sex lives in a way that’s never been done before.” The findings are fascinating and myth busting.

Previously it was thought that most sex toys are bought by young, single women – which may even have been true at some point in the past. In fact, research from this latest study has shown that sales were split evenly between the genders. 75% of female purchasers were in a relationship and 79% of male purchasers were also attached.


Jon Millward’s study, entitled Down The Rabbit Hole, collates a large amount of interesting information from the research. Just take a look at 10 such gems from the study:

  1. 88% of small condoms were bought by men
  2. 9% of male purchasers of lifelike sex dolls bought condoms with the same order
  3. 5% of people write ‘leave with neighbour’ for their delivery instructions
  4. All the batteries sold in a year have the potential to aid 3 million orgasms or power a vibrator for 28 years
  5. 900,000 condoms were sold – women have a 5% chance of becoming pregnant from an unprotected sexual encounter, so that’s enough condoms to prevent 43,650 pregnancies. This is the equivalent of preventing every birth in Northern Ireland hospitals for 1.7 years, or every birth that occurred in New Zealand during the first eight months of 2012
  6. Lovehoney sells enough lubricant in a year to fill 268 bathtubs (26,800 litres). Or, alternatively, to supply a continuous lube shower for 52 hours
  7. 119,200 penis rings are sold in a year – if these were combined into one giant ring, it would be 4 miles across, big enough to encircle the Empire State Building 20 times
  8. 66% of sex toy reviews are written by women who are 64% more likely than men to use the word ‘love’ in their reviews
  9. Men use twice as many explicit words as women in their reviews
  10. If you built a tower with all the dildos, vibrators and butt plugs that Lovehoney sell in a year, it would reach all the way from Earth through the stratosphere and out of the other side of the ozone layer. [Source]

Speaking about the study, Jon Millward said:

“Down the Rabbit Hole uses the sales of one million sex toys at Lovehoney over five months to shed light on people’s sex lives in a way that’s never been done before.
“The contents of hundreds of thousands of bedroom drawers can now be known with absolute certainty.”

This ‘biggest study of sex toy sales ever published’ is an amazing 53 pages long, and analysed 45,000 product reviews and 60,000 customer profiles as well as sales. All data was anonymised and no data used to identify was provided to Jon Millward.

Jon also undertook a similar analytical study last year, entitled Deep Inside, which focussed on the careers of 10,000 porn stars. This study attracted headlines across the globe. It revealed that the most popular name for a porn actress was Nikki. In addition, she was most likely to be a 5ft 5in, 8st 5lbs, Caucasian woman with brown hair with a bra size of 34B.

Neal Slateford, co-owner of Lovehoney, said:

“Jon’s report is a treasure trove of interesting facts on the sex toy industry. He has a brilliant eye for detail and comes up with the funniest statistics on sex you’ll ever read.

“We loved Deep Inside which is why we were so keen to work with Jon so that he could paint an equally fascinating portrait of Lovehoney sales.

“Nothing like this has ever been done before. It’s the biggest report on sex toy sales ever produced.”

Slateford added:

“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. That sends out a great message about our industry.”

The full report is entitled Down the Rabbit Hole – What One Million Sex Toy Sales Reveal About Our Erotic Tastes, Kinks and Desires and can be found and enjoyed at and

Special Offers and a Sex Toys Sale at Lovehoney


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