In an era where the conversation around sexual wellness is louder than ever, Dr. Sarah Johns and Ph.D. Student Nerys Bushnell’s research offers a glimpse into sex toy preferences. They are changing the narrative on pleasure and preference.
Published in The Journal of Sex Research, their 2023 article, “What Drives Sex Toy Popularity? A Morphological Examination of Vaginally-Insertable Products Sold by the World’s Largest Sexual Wellness Company,” explores the preferences of sex toy consumers. Challenging prevailing assumptions about the desires driving the purchases and use of insertable sex toys. Their research unravels the complexity of consumer preferences, product features, and societal perceptions surrounding sex toys.
“There is limited research into the morphology of sex toys, and specifically into (the often phallic-shaped) vibrators and dildos and what they may represent in terms of user preferences for male genital morphology” (Dr. Johns and Bushnell)
They offer valuable insights into the factors that influence the popularity of sex toys, focusing on consumer behavior in the context of evolving societal norms.
The Great Taboo
Despite significant advancements in sexual health awareness and the increasing normalization of sex toys, the research emphasizes that “there is still some degree of taboo or stigma surrounding their purchase and use.” This stigma is exemplified by instances such as British YouTuber Zoe Sugg’s brand website Zoella being dropped from the GCSE Assessment and Qualifications Alliance Syllabus. Occurring after endorsing sex toys, sparking widespread discussion on female pleasure and education.
Moreover, the revocation of an industry award for a new vibrator at the 2018 Consumer Electronics Show. This underscores the ongoing controversy around the acceptability of mainstream sex toy use, especially related to female masturbation.
However, the “internet has created a large, diverse, affordable, and accessible sex toy market,” marking a change in the way individuals consume these products.
Decoding Preferences in the Market of Sex Toys
Dr. Johns and Bushnell address a significant gap in the existing literature by delving into the morphological aspects of sex toys. They examine how these preferences may reveal societal and individual inclinations toward male genital morphology.
The Methodology
The researchers included products listed under the category ‘Dildo’ on a UK-based sexual wellness website. At the time of the data collection in January 2021, there were 327 products listed under this category. They excluded products specific to anal use, vaginally insertable products that were explicitly not phallus-shaped (e.g., hand-shaped models for fisting), and very long double-ended dildos where insertable length could not be determined. The researchers also excluded products that were categorized as dildos but were primarily used as ‘packers’ – that is, designed for transgender males to place into their underwear rather than for use as a sexual toy.
This resulted in a total of 265 vaginally insertable sex toys, which were subjected to a comprehensive analysis. The data collection process was meticulously designed to capture a wide array of product features. Including insertable length, circumference, material type (realistic or unrealistic), presence of realistic skin color, veiny texture, and vibrating functionality. Each product was evaluated based on onsite specifications, customer reviews, and visual assessments from online photographs.
Initially, researchers compared the toys’ size to the average size of a penis, to see the difference. They then tested three different statistical models to understand what features made these toys popular:
1: The size of the toys
2: Considered if the toys had features like looking realistic or vibrating
3: Combined both above models and included the toy’s price to see how it influenced its popularity
The Insights into Sex Toy Preferences
Analyzing the 265 sex toys reveals important findings. Firstly, 24.9% of these toys vibrate and 86.8% are made of realistic-feeling materials (like skin). Toys without vibration were preferable, indicating people choose toys based on their shape and material rather than just for vibration.
Another point was toys with smaller girths (circumferences) were more liked. This goes against the common belief about size preferences. Showing that very large toys aren’t necessarily more desirable. Additionally, price also plays a significant role in sex toys’ popularity, with inexpensive toys favored.
Lastly, the study suggests when it comes to insertable toys, consumers were not just looking for items that mimic a real penis. This idea challenges the view of sex toys as simple stand-ins for human partners.
“Realistic features did not predict item popularity, whereas price and circumference significantly predicted the overall popularity of a toy.” (Dr. Johns and Bushnell)
Overall, these findings oppose common assumptions about what features of sex toys are most appealing to consumers. Instead, it highlights a preference for functionality and affordability over lifelike replication and luxury pricing.
Shaping the Next Wave of Sex Toys
Dr. Johns and Bushnell acknowledge a key limitation: it only used one source to compare penis sizes, which could lead to bias. In the future, they suggest the research should broaden to include diverse sources and markets beyond the UK. They aim to understand a wider array of consumers’ likes, factoring in age, sexual orientation, and background.
The study advocates for a deeper examination of what drives sex toy choices. Further, the importance of continuing to study the social, cultural, and individual factors that influence the use of sexual wellness products.
“Consumers show a preference for insertable sex toys that are not direct replicas of the male penis, suggesting they are not seeking a realistic partner substitute.” (Dr. Johns and Bushnell)
Based on the findings of the research, future sex toy manufacturers and marketers should consider these innovations:
- Diverse Preferences: Recognizing consumers have different preferences, offer a wide range of products that cater to desires and needs. While some consumers may not prioritize realistic features, others might, indicating a need for diversity in product design.
- Emphasis on Circumference Over Length: The study’s findings suggest that circumference (girth) rather than length significantly influences toy popularity. This indicates a preference for toys that provide a feeling of fullness rather than replicating realistic penis sizes.
- Affordability: Price was a significant predictor of sex toy popularity, emphasizing the need for cost-efficient products to be accessible to a broader audience.
- Educational Outreach and Stigma Reduction: As society continues to evolve in its understanding and acceptance of sex toys as part of a healthy sexual lifestyle, companies can contribute to this shift. By involving themselves with educational outreach to help reduce stigma and promote a positive view of sex toy use.
Focusing on these areas, the next generation of sex toys can better meet the diverse needs and preferences of consumers, while also prioritizing safety, affordability, and innovation.
