Sex Tips

How Sex Toys Are Revolutionizing Our Sex Lives

January 30, 2025 by Merissa Prine

In recent years, the use of sex toys in America has gone from a highly taboo topic to one that is increasingly mainstream. More and more people are discovering how toys can enhance their physical and emotional well-being, offering benefits that extend beyond pure sexual pleasure. From improving passion and intimacy to boosting sexual satisfaction and desire, sex toys are becoming an important part of many people’s intimate lives. In this blog, we’ll review recent data from a Kinsey Institute study led by Dr. Lehmiller to explore how many Americans are embracing toys and the impact they’re having one people’s sex lives.

How Many Americans Are Using Sex Toys?

A 2024 survey conducted at the Kinsey Institute in partnership with the sexual wellness brand We-Vibe looked at American adults’ attitudes toward and experiences with sex toys. The survey involved a nationally representative sample of 1,500 American adults ages 18-88. Nearly half of the women surveyed (44%) and more than a quarter of the men (27%) reported having used sex toys during masturbation. Additionally, on occasions when they had partnered sex, both men and women reported that they used toys 13-14% of the time on average (in other words, people say they are using toys about 1 in every 7 times they have sex). The average American adult reported owning two sex toys.

Benefits of Using Sex Toys

What are the benefits of using toys during solo and/or partnered play? Sex toys have been associated with a wide range of benefits. The findings from the Kinsey Institute x We-Vibe survey indicated that sex toy use (in both partnered and solo activity) was associated with higher sexual satisfaction. Some of the reasons for this association include the fact that sex toys might be beneficial for helping us to better understand our bodies, making orgasms easier and/or more intense, and improving sexual communication.

In addition, some sex toys may even have therapeutic utility. For example, in a review of articles published in medical journals, researchers found that vibrators were commonly associated with enhanced sexual experiences, increased sexual desire, satisfaction, and sexual functioning for women (Dubinskaya et al., 2022). Another review found that certain sex toys (e.g., constriction bands, vibrators, vacuum devices, etc.) may be clinically useful for men dealing with sexual dysfunction (Miranda et al., 2019).

Sex Toys Are a Form of Sexual Novelty

Researchers have long emphasized the importance of sexual novelty in maintaining and promoting sexual desire. Engaging in self-expansive (i.e., novel) activities, even those that don’t directly involve sex, can boost desire, intimacy, and increase the likelihood of sexual activity (Muise et al., 2019). The novelty of toys may be particularly beneficial during periods of heightened stress. For instance, during the COVID-19 pandemic, about 1 in 5 adults reported trying something new sexually, with sex toys being among the most common additions to their sexual repertoire (Lehmiller et al., 2022). Those who experimented with new activities like toys were three times more likely to report improvements in their sex lives compared to those who didn’t.

Main Barriers to Incorporating Sex Toys

Although there may still be some lingering taboos around the topic, or hesitation from a partner, the most common barriers to incorporating sex toys can often be addressed through communication and mutual exploration. According to the Kinsey Institute x We-Vibe survey, the biggest obstacles to using toys with a partner included bringing up the topic of using a toy, worrying about how a partner might react, and being uncertain about how to use the toy together. Fortunately, several strategies can help ease this discomfort:

  • Understanding how toys can promote mutual pleasure
  • Choosing a toy together
  • Watching one partner use the toy first before partnered play
  • Maintaining open communication

Overall, it’s clear that many Americans are embracing sex toys and experiencing a range of benefits from their use. Whether you opt for one of the newer innovations—like app-connected or AI-powered toys—or simply stick to the tried and true classics, toys offer a vast number of ways to experience and enhance pleasure.

If you’re curious about exploring toys in your own intimate life and want to dive deeper, be sure to check out this podcast episode, where we explore the different types of toys on the market, tips on where to start, and even more benefits of incorporating toys into your life!

References

Dubinskaya, A., Horwitz, R., Shoureshi, P., Anger, J., Scott, V., & Eilber, K. (2022). Is it time for FPMRS to prescribe vibrators? Journal of Sexual Medicine, 19(8), S14–S15. https://doi.org/10.1016/j.jsxm.2022.05.033

Lehmiller, J. J., Garcia, J. R., Gesselman, A. N., & Mark, K. P. (2021). Less sex, but more sexual diversity: Changes in sexual behavior during the COVID-19 Coronavirus pandemic. Leisure Sciences, 43(1–2), 295–304. https://doi.org/10.1080/01490400.2020.1774016

Miranda, E. P., Taniguchi, H., Cao, D. L., Hald, G. M., Jannini, E. A., & Mulhall, J. P. (2019). Application of sex aids in men with sexual dysfunction: A Review. Journal of Sexual Medicine, 16(6), 767–780. https://doi.org/10.1016/j.jsxm.2019.03.265

Muise, A., Harasymchuk, C., Day, L. C., Bacev-Giles, C., Gere, J., Impett, E. A., & Kawakami, K. (2019). Broadening your horizons: Self-expanding activities promote desire and satisfaction in established romantic relationships. Journal of Personality and Social Psychology, 116(2), 237–258. https://doi.org/10.1037/pspi0000148

If you have a sex question of your own, record a voicemail at speakpipe.com/sexandpsychology to have it answered on the blog or the podcast. 

Want to learn more about Sex and Psychology? Click here for more from the blog or here to listen to the podcast. Follow Sex and Psychology on Facebook, Twitter (@JustinLehmiller), Bluesky, or Reddit to receive updates. You can also follow Dr. Lehmiller on YouTube and Instagram.

Image Credits: IFONNX Toys via Unsplash

...
Post Featured Image
Written by
Dr. Justin Lehmiller
Founder & Owner of Sex and Psychology

Dr. Justin Lehmiller is a social psychologist and Research Fellow at The Kinsey Institute. He runs the Sex and Psychology blog and podcast and is author of the popular book Tell Me What You Want. Dr. Lehmiller is an award-winning educator, and a prolific researcher who has published more than 50 academic works.

Read full bio >