VANCOUVER, B.C. — The Sound, a global brand agency specializing in consumer exploration and brand strategy, has published a study detailing the sex habits of singles and couples during the recent height of COVID-19.
Titled “Sex in the Time of Covid-19,” the study utilized a mixed-methods approach, which included a data remine and a proprietary survey. The team also utilized a series of virtual conversations, speaking to real people to understand how their sexual behaviors and beliefs have been impacted since COVID-19 lockdowns took effect in Canada and the U.S.
“We’re really seeing a sexual reset among people during this time, and anticipate that the future will look quite different for most people coming out of this lockdown,” said Annie Pecoraro, director of creative analytics for The Sound.
The study divided participants into three groups: "single," "living separate from partner" and "living with partner." The responses they received formed three sexual mindsets as defined by The Sound's research team: "waning desire," "desire but no flesh" and "exploratory and experimental."
During the course of their surveys, participants were asked to give their sex lives — whether solo or coupled — a star rating from one to five. On average, study participants rated their sex lives at around three stars, the company said.
Of those who described negative tolls on their desire, some singles reported waning desire due to lack of opportunities to date and regret at having lost the potential to seek a partner.
Some couples pointed to an increase in arguments and stress meltdowns due to the 24/7 proximity of quarantine, which was a factor in reducing sexual activity for those with a partner.
Solo folks were able to play around with new types of sexual experimentation, like porn and sex toys, the company said.
“I think one of the most surprising — and encouraging — findings was that while COVID-19 has definitely had a negative impact on a lot of peoples’ sex lives, there’s no shortage of optimism,” said Pecoraro. “People have some perspective, view this situation as temporary and many are taking advantage of this time to either get to know themselves and their own desires and pleasure better, or reassess what they want from their partner.”
Speaking directly to the sex toy and sexual health industry, Pecoraro says it's time to seize the moment and bring the conversation about pleasure into the mainstream.
“According to our data, masturbation is something nearly everyone does, the vast majority of people watch free porn, two-thirds use sex toys on their own and over half engage in sexy texting — and yet most people, even sex-positive ones, aren’t talking about sex with others very often,” remarked Pecoraro. “This is where the pleasure industry can play a role — not just relying on tired tropes and innuendos to open the discussion, but speaking to the heart of why sexual health matters.”
To read the full study, click here and visit TheSoundHQ.
