Sex Toy Statistics in the US

Nelsi Diaz
Nelsi Diaz
— 4 min read
Sex Toy Statistics in the US

Key Takeaways

  1. Ownership rising: 78% of Americans owned a sex toy in 2023, up from 65% in 2017; 82% of U.S. women now own at least one (2017-2023)[4]
  2. Global leader: North America made up 33.24% of the global sex toy market revenue in 2023, the highest share worldwide (2018-2022)[1]
  3. Market size: The global sex toy industry was valued at $35.2 billion in 2023, projected to grow at a CAGR of 8.69% through 2030 (2018-2022)[1]
  4. Widespread use: Over 50% of Americans reported using sex toys in 2019, including: 52.5% of U.S. women (ages 18–60), 49.8% of gay men, and 43.8% of straight men (2024)[2]
  5. Search rankings: The U.S. ranked 4th worldwide in sex toy Google searches, with 104 searches per 1,000 internet users (2017) [3]
  6. Sex dolls: Sex dolls made up $2.8 billion in annual sales, accounting for around 8% of the total $40.6 billion sex toy industry (2016-2023)[5]

Market Size & Growth

  • U.S. sex-toy revenue was $15.6 B in 2023 and will top $55 B by 2030 (≈ 13 % CAGR) (2017-2023)[4]
  • Grand View projects U.S. retail sales alone to reach $17.1 billion by 2030, growing 8.4 % a year (2024)[6]
  • The global market should touch $54.6 billion by 2026 (2024)[7]
  • Research Dive pegs worldwide demand at $49.7 B by 2026 (9.2 % CAGR) (2019-2026)[15]

Ownership & Usage

  • 78 % of Americans now own at least one toy; half use one weekly (2017-2023)[4]
  • Across every Zodiac sign, at least 50 % have used a toy; Pisces (58 %) and Taurus (57 %) top the list, while Aries, Libra, and Capricorn sit at 50-51 % (2020)[10]
  • 82 % of women and 75 % of men keep a toy at home (2017-2023)[4]
  • 41 % of women (31 % of men) own a dildo; 71 % of toy-owners include a dildo in their stash (2024)[12]
  • 9.7 % of men and 6.1 % of women own a full-size sex doll (2024)[13]

Motivations & Attitudes

Among current toy users (2020)[10]:

  • Achieve or improve orgasm 54 % overall | 42 % men | 61 % women
  • Enhance physical sensations 48 % overall | 49 % men | 48 % women
  • Explore fantasies/kinks 43 % overall | 40 % men | 46 % women
  • Try something new / break monotony 36 % overall | 29 % men | 47 % women
  • Warm-up before partner sex 26 % overall | 19 % men | 36 % women
  • No partner available 25 % overall | 21 % men | 27 % women
  • LGBTQIA+ users over-index for orgasm (57 % vs 53 %) and physical sensation (57 % vs 46 %) (2020)[10]
  • Non-LGBTQIA+ users are more likely to use toys “to try something new” (38 % vs 27 %) (2020)[10]
  • Anal-toy ownership jumped 16 % to 46% (2017-2023)[4]
  • Favourite toy types (Lovehoney 2019): vibrator 54 %, dildo 31 %, massage oil 29 %, light bondage props 17 %, costume/role-play 15 % (2019)[14]
  • Rabbit vibrators lead U.S. Google interest; butt plugs dominate search in Idaho, Dakotas (2022)[11]
  • Clitoral suction devices appeal to 64 % of women (2017-2023)[4]

Tech & Innovation

  • 15 % of Americans already use sex-toy apps; 10 % of over-55s include “video sex” in their repertoire (2019)[14]
  • Teledildonic brands (We-Vibe, Lovense, Lovehoney Desire) let partners control toys from thousands of miles away (2019)[14]

Spending & Purchase Channels

  • 53 % will pay $100 + for a single toy; average “splurge” price $140.53 (2022)[11]
  • 70 % of U.S. consumers now buy their toys online (2017-2023)[4]
  • Amazon captures 38 % of the U.S. retail share (2022)[11]

Counterfeits & Safety

  • 23.1 % of men and 16.1 % of women admit to knowingly buying a fake toy (2024)[8]
  • Just 27 % of shoppers say they never buy counterfeits (2024)[8]

Lubricant & Accessory Segment

  • Personal-lube revenue: $325 M U.S. / $1.97 B global (2024)[13]
  • Water-based leads with 40 % share; 43 % of adults have used lube (2024)[13]

Sex Dolls & Robotics

  • U.S. doll sales top $1.2 B, part of a $3.2 B global sector growing 7-9 % a year (2016-2023)[5]
  • 65 % of doll owners use theirs at least monthly (2016-2023)[5]

Contact

Should you have any questions about the stats on this page, please contact [email protected].

References

  1. https://www.grandviewresearch.com/industry-analysis/sex-toys-market
  2. https://www.webmd.com/sex/what-are-vibrators
  3. https://www.vouchercloud.com/better-living/sex-toy-world-rankings
  4. https://bedbible.com/state-of-sex-toys-industry-statistics/
  5. https://bedbible.com/sex-doll-statistics/
  6. https://www.researchandmarkets.com/report/united-states-sex-toy-market?utm_source=GNE&utm_medium=PressRelease&utm_code=rbsrwv&utm_campaign=1928741+-+United+States+Sex+Toys+Market+Size%2c+Share+%26+Trends+Analysis+Report+2023-2030%3a+Focus+on+Vibrators%2c+Dildos%2c+Penis+Rings%2c+Anal+Toys%2c+Masturbation+Sleeves%2c+Bondage%2c+Sex+Dolls&utm_exec=chdomspi
  7. https://www.researchandmarkets.com/reports/5140296/sex-toys-global-strategic-business-report?utm_source=BW&utm_medium=PressRelease&utm_code=sp47z6&utm_campaign=1646629+-+Global+Sex+Toys+Market+Report+2022%3a+Market+to+Reach+%2454.6+Billion+by+2026&utm_exec=chdo54prd
  8. ​​https://www.redpoints.com/blog/counterfeiters-capitalize-sex-toys/
  9. https://cdn.shopify.com/s/files/1/1776/2577/files/TENGA_2019_US_Full_Report.pdf
  10. https://www.tenga.co/press/TENGA_2020_US_Full_Report.pdf
  11. https://bespokesurgical.com/2022/08/29/most-popular-sex-toys-in-america/
  12. https://bedbible.com/how-many-women-use-dildos-statistics/
  13. https://bedbible.com/lubricant-sales-statistics/
  14. https://d3f650ayx9w00n.cloudfront.net/pdf/LovehoneySexualHappinessReport2019.pdft2019.pdf
  15. https://www.researchdive.com/press-release/sex-toys-market.html

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