Wonder

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Research Outline

Prepared for Emily S. | Delivered December 11, 2019

Sexual wellness brand research

Goals

Understand how women in middle America respond to sexual wellness brands and their demographics including age range, income, and location.

Early Findings

  • According to a 2017 survey, in the United States the percentage of women that own sex toys by type are as follows:
    • Vibrators: 78% 
    • Lubricant: 64% 
    • Dildos: 60% 
    • Handcuffs: 27% 
    • Cock ring or sleeve: 16% 
    • Anal toys: 16% 
    • BDSM equipment: 13% 
    • Love Eggs: 10% 
    • Pumps: 8% 
    • Strap-ons: 6% 
    • Masturbater or sex dolls: 6% 
    • Other: 1% 
  •  78% of women in America own a dildo with 71% of women over 40 owning one, 70% of women 30-40, and 68% of women 18-30.
  • The top 15 regions that own sex toys are as follows:
    • Iowa
    • New Jersey
    • Illinois
    • Pennsylvania
    • North Carolina
    • Wisconsin
    • Maryland
    • Oregon
    • Indiana
    • California
    • Tennessee
    • Massachusetts
    • Washington
    • Ohio
    • Michigan