• The number of Britons using a condom for their first sexual experience has risen by 22% in the 18 years since 2006 to 50%.

• 56% of sexually active people in the UK say they are satisfied physically while 51% said they were emotionally satisfied, up 33% and 10% vs 2006.

• The number of Brits who have bought a sex toy has grown by 64% since 2017.

• The percentage of Britons using a condom for their first sexual experience has risen by 22% since 2006, to 50% in 2024, according to Durex’s latest Global Sex Survey. This was even higher amongst those aged 35–49 and 18–24, with 58% and 57%, respectively, stating that they’d used a condom during their first time.

The fourth edition of the world's most comprehensive sexual health and wellbeing survey, in celebration of Durex’s 95th anniversary, found that condoms remain the most popular method of contraception, especially with first timers. Globally, 55% of respondents used condoms during first sexual experiences, up 34% from 2006.

This is especially important because those who use condoms during their first sexual experience are nearly three times more likely to continue using them in the future.

Durex is now present at 2 billion sexual occasions globally each year[1] and, over the last two decades, more than 118,000 people across the world have participated in its Global Sex Survey. The latest 2024 edition* was conducted in 36 countries.

Greater sexual satisfaction

The latest Durex data has unveiled that levels of sexual satisfaction have also increased across the world, as 57% of respondents stated they are emotionally satisfied and 56% said they were physically satisfied with their sex lives, marking a 12% rise in emotional satisfaction and a 21% rise in physical satisfaction since 2006.     

Responses in the UK were in line with global averages at 56% physical satisfaction and 51% emotional satisfaction. However, the biggest spike was seen in Brits aged between 35-49 years old, with 63% reporting they are physically satisfied with sex.

Globally, those who are sexually active and use Durex are also 25% more satisfied with their sex lives than those who don’t. As the #1 condom and lube brand globally[2], Durex contributes to enhancing sexual pleasure and freedom – it will continue to do so through compelling and powerful communication and education.

Ben Wilson, Intimate Wellness Global Category Director at Durex-owner Reckitt, said: “It’s encouraging to see that so many people are enjoying a satisfying, fulfilling sex life in many of the countries who took part in this year’s survey. We know that intimate wellness can be a significant contributor to overall health, and we’re committed to ensuring everyone has a sex life they feel positive about.

“Durex has been a pioneer of innovation and cultural leadership for 95 years, and we’re only just getting started. With exciting innovations and an ever-increasing understanding of what consumers really want, the next 95 years will help us bring great sex to even more people around the world.”

This year’s results have revealed that those who are satisfied with their sexual wellbeing have better overall wellbeing too, as 51% of sexually satisfied people agreed that they feel healthier, 51% agreed they are more confident, and 65% agreed they feel happier. The results also showed that 54% of respondents strongly agreed that their sex lives are exciting, up 11% since 2006.

People who took part in the 2024 Survey are increasingly spicing things up in the bedroom too – the number of people who said they had bought a sex toy grew by 46% since 2017. In the UK, the figure grew by 64% over the same period.

The percentage of those buying lube globally has grown by 6% when compared to results from 2017. In the UK, the purchase of lube has also grown by 25% over the same period and is 50% higher amongst 25–34-year-olds versus all UK respondents.

Loud and proud

Durex’s Global Sex Survey has also revealed that globally society is becoming more open to sexual diversity, with the number of respondents stating that it is acceptable to have a same-sex partner increasing by 34% globally since 2006. In the UK, 66% stated their support for same-sex relationships.

Globally, 44% of respondents aged 18-24 identified themselves “not fully straight”.

Durex is steadfast in its commitment to supporting everyone, everywhere in having great sex, and is proud of its role as an ally to its LGBTQ+ consumers, and the wider LGBTQ+ community. 

Durex’s brand purpose is to provide the safety and freedom for you to pursue your sexual pleasure. In 2023, Pink News, a leading UK LGBTQ+ publication named Durex its Brand Ally of the Year, while Reckitt was awarded the Stonewall Gold Award and featured in its 2023 Top 100 Employers list.

The prevalence of pornography and experimentation

The prevalence of pornography continues to grow as the number of respondents who watched porn at least once in their life has increased by 15% since 2017. This increase is seen across both men and women, as women now account for 44% of viewers.

Nearly a third, or 31% of survey respondents globally, also revealed they’ve worn “sexy” underwear to enhance a sexual experience, and 31% have either given or received a sensual massage to get in the mood, perhaps highlighting people are experimenting more in the bedroom.

Finally, of those respondents in the UK that use dating apps (19% of respondents), 51% said they use them to meet people to date, 45% said they use them to find a long-term partner, and 26% said they have used or use them to find a casual sex partner.

You can find tips, guidance and advice on sexual health and wellbeing online here: www.durex.co.uk