Hims & Hers’ Nationwide Survey Uncovers The Realities Of Sex In America Today
Hims & Hers Health, Inc., the consumer-first platform focused on providing modern, personalized health and wellness experiences to consumers, today released its first annual Let’s Talk About Sex: The 2022 Report. For how popular topic sex is—online searches for “sex” yield nearly 11 billion results, 1.5 times more results than people on Earth—a third of Americans say most of their sex education comes from pornography. The 2022 Report serves as a new educational resource, designed to uncover behaviors, trends, fears, fantasies, and realities about sex in America.
The report provides a clear baseline on how Americans are having and thinking about sex today, dually serving as a source to educate people about the topic and combat-related fears and misconceptions. Leveraging national data and the knowledge of experts within the space, Hims & Hers has been able to identify and dispel nine sex-related myths about hot topics like how much sex people want to have when male sexual dysfunction occurs, women and fake orgasms, and the effects of the pandemic on our sex lives.
“Sexual healthcare is healthcare. Period. To think that such a large portion of Americans are educated about sex by watching porn, which drives unrealistic expectations and can promote unhealthy attitudes and behaviors about sex, especially for women, is unacceptable. Our goal with this initiative was to not only understand American perspectives on sex but also to open up public discourse for more honest conversations about it,” shares Hilary Coles, cofounder and SVP of Brand and Innovation at Hims & Hers.
Talking about sex is still stigmatized, and tiptoeing around the topic only reinforces feelings of shame and embarrassment. In speaking with its customers and researching what information is available to the masses, Hims & Hers realized there is a clear need for a source of truth when it comes to sex in America. “We carefully crafted this survey to ensure the findings would not only educate people about the realities of sex today, but also enable them to have more control and confidence when it comes to their sex life. Today, we’re celebrating people and sexuality in all of its forms and encouraging positive dialogue about our experiences and curiosities,” adds Coles.
The report compiles responses from a nationally representative survey of Americans and reveals information such as:
- 79% of Americans have changed at least one behavior surrounding sex—from more proactively educating their children about sex to having less sex themselves—because of the overturning of Roe v. Wade.
- Gen Z women are the most sexually exploratory demographic, with 42% not identifying as heterosexual, and 75% being interested in one or more emerging sexual trends—more than 2X as interested as older women.
- 63% of women—and about half (48%) of women 45 and older—are interested in a new or emerging sex trend; and 1 in 3 women (34%) say that if there were no societal norms, their sex life would be very different.
- 63% of America agree with the statement “My overall quality of life would improve if my sex life improved.”
“What I found very notable was that so many women, especially older women, were interested in being sexually explorative. For so long, women have seemingly felt like they had to hide their sexual desires or fantasies or risk being unfairly labeled because they don’t follow the ‘norms’ of society. The fact that some women openly acknowledged that their sex lives would be drastically different if those norms were overturned is a testament to the continued shame and inequality that women face,” highlights Coles.
The results of the report are based on a 5,234-person online survey, conducted in April 2022, of 4,500 nationally representative adults between 18 and 65 years old and 734 Hims & Hers customers, across all 50 states. In addition, a separate, 2,000-person nationally representative survey among 18- to 65-year-olds was conducted in July 2022 to address attitudes toward sexual and reproductive rights after the Supreme Court’s decision to overturn Roe v. Wade. Findings were analyzed using 40 different demographic and psychographic cuts, including gender, age, region, race and ethnicity, relationship status, and sexual orientation, among other areas of interest.
“At Hims & Hers, we want to be the health and wellness brand our users can trust, because if they trust us with an area as sensitive and important as sexual health, then they can trust us for other highly stigmatized conditions like mental health. But building that trust starts with education and having relatable conversations, which is why our ‘Let’s Talk About Sex’ report is central to that goal,” concludes Coles.