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Foreword

At Sinful we live for playfulness and curiosity because we simply can’t resist. Imagine if our mission of a playful sex life for everyone could become a human right.

When we as humans play and are curious about new experiences, we get the energy and desire to rediscover ourselves and each other. Through all the ups and downs in life. And even though adulthood catches up with us quickly it doesn’t have to be all chores and seriousness.

That’s what we at Sinful love about sex toys. The playing. Because playing fosters curiosity which in turn fosters conversations. We all have things that are difficult to talk about – both inside and outside the bedroom.

A simple, short conversation has the potential to open a whole new world and understanding of ourselves and our partners. That’s why our mission continues to motivate us. And it’s why we now are launching the Sindex.

With the Sindex we are looking into how Danes view intimacy, sex, and relationships. We hope it can inspire both the funny, the easy, and the deep conversations in living rooms as well as bedrooms.

It has been an eye-opener for us to see how similar we are and how many of the same thoughts, concerns, and joys, we share.

Mathilde Mackowski


Visionary

Let's talk about sex

Sindex by Sinful

Communication can be the key to a better sex life. At least, if you ask the Norwegians. In fact, more than 4 out of 5 think that being able to talk openly and honestly with their partner about sex, desires and fantasies is important for a good sex life. Unfortunately, less than half of us find it easy to talk about sex with our partner – and nearly one in four finds it particularly difficult.

If we look closer at relationships in Norway, there is a clear link between our ability to talk about sex and how satisfied we are with our sex lives. More than 8 out of 10 Norwegians, who are in a relationship, where they are good at talking about sex, say that they are satisfied with their sex lives. This, on the other hand, only goes for 1 in 3, who say they aren’t good at communicating with their partner about sex.

There is, as such, good reason to work on the communication in your relationship. But why is it so difficult to talk about sex? If you ask Norwegians, the answer is clear: It’s awkward, the time is never quite right, and we are worried about how our partner will react.

We see that talking openly and honestly about sex and relationships in the home, where we grow up, can make a difference later in life. Norwegians, who have talked openly about sex and relationships in the home they grew up in, are better at talking about sex with their partner than those who grew up in homes, where sex and relationships weren’t talked openly about.

4 out of 5 Norwegians think communication about sex and intimacy with their sex partner is important for a good sex life
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1 out of 4 Norwegians finds it difficult to talk about sex, fantasies, and desires with their partner

47%
23%
23%
7%
Very easy/quite easy
circle to highlight sentence
Very difficult/quite difficult
Neither easy nor difficult
I do not know/I do not want to answer

Share of Norwegians who find it easy to communicate about sex, fantasies and desires compared to the other nationalities in the Sindex

France
0%
Sweden
0%
UK
0%
Finland
0%
Norway
0%
Denmark
0%
arrow that points to graph

18-30-year-olds find it easiest to communicate about sex with their partner



Share who finds it easy to talk about sex, fantasies, and desires with their partner

0%
18-30 years
0%
31-40 years
0%
41-55 years
0%
56-70 years

Primary reasons why Norwegians find it difficult to talk about sex, fantasies, and desires with their partner

We find it awkward
0%
Because we never talk about sex with our partner
0%
It is difficult to find the right occasion
0%
We are nervous about how our partner will react
0%
Our partner finds it awkward
0%

How often do Norwegians talk about sex, desires, and fantasies  with their partner?

7%

Daily

24%

Weekly

24%

Monthly

23%

Less than once a month

12%

Never

11%

Don't know/don't want to answer


2 out of 5 Norwegians dream about becoming better at talking about sex, desires, and fantasies with their partner

icon
arrow pointing to the graph

When do Norwegians talk about sex with their partner?

When they or their partner think about sex
0%
When they just had sex
0%
When there is something in their sex life they wish to do differently
0%
When there is something new, they want to try
0%
When they read books or watch TV about sex
0%

Norwegians who are good at talking about sex are more satisfied with their sex life

84%
of people in a relationship who
are good at talking about sex
with their partner are satisfied
with their sex life 
35%
of people in a relationship who
are not good at talking about
sex with their partner are
satisfied with their sex life 

1 out of 4 women, who used to fake orgasms, have stopped doing so because they started to communicate with their partner what they like

Do open and honest conversations about sex in the home where you grow up make it easier to talk about sex later in life? 

77%
of people who have talked openly about sex and relationships in the home they grew up in, find it easy to talk about sex with their partner today
38%
of people who have not talked openly about sex and relationships in the home they grew up in, find it easy to talk about sex with their partner today

What is a good sex life?

Sindex by Sinful

Sex and intimacy are an important part of life for most Norwegians. In fact, nearly 4 out of 5 Norwegians say that it is important for them to have a good sex life. But what does the good sex life look like? The answers are many and different. On one hand, it can be liberating to know that you can enjoy sex in many different ways. On the other, it can also create friction and dissatisfaction between partners if their ideas of a good sex life differ.

Fortunately, the numbers in this year’s Sindex show that more than every other Norwegian is happy with their sex lives. This goes for both men and women. We do, however, still have a bit of work ahead of us, as the numbers show, that we have the lowest satisfaction level of all countries in the Sindex. And why may that be?

The data shows, that every other Norwegian dream of having more sex with their partner. But if we look closer at the numbers, we see that the frequency isn’t the most important ingredient in a good sex life. Only 1 in 5 says that the amount of sex is an important factor in a good sex life. Feeling close and connected to one’s partner is far more important. In fact, it is the most important factor in a good sex life according to the Norwegians.

The numbers also show a depressing tendency: Negative body images limit women in their sex lives. While more than 1 in 10 women is unsatisfied with her sex life, nearly 1 in 3 says this is because she doesn’t feel comfortable in her body.

79% of Norwegians
say it’s important
to them to have
a good sex life
icon
arrow pointing to the graph

The good sex life according to Norwegians

You feel closeness and a connection to your sex partner
0%
The quality of the sex you have is good
0%
You can communicate openly about sex with your sex partner
0%
You have a completely normal sex life
0%
You have the amount of sex you would like
0%

The majority of Norwegians are satisfied with their sex life

Satisfaction with sex life

53%
26%
16%
6%
circle to highlight sentence
Satisfied
Neither satisfied nor dissatisfied
Dissatisfied
Don’t know/Do not want to answer

Men and women are equally satisfied  with their sex life

53%
of women are satisfied with their sex life
53%
of men are satisfied with their sex life

Share of Norwegians who are satisfied with their sex life compared to the other nationalities in the Sindex

France
0%
Denmark
0%
Sweden
0%
UK
0%
Finland
0%
Norway
0%

Most common reasons for dissatisfaction with sex life

icon

61%

Do not have sex as often as wanted

icon

67%

icon

51%

icon

19%

Do not feel comfortable in own body

icon

11%

icon

30%

icon

16%

Not satisfied with the quality of the sex

icon

13%

icon

19%

icon

14%

Have other fantasies, desires and needs than partner(s)

icon

16%

icon

10%

65%
of Norwegians say they gain a closer relationship with their partner from having a good sex life 
57%
of Norwegians say they gain a better mood from having a good sex life 

45% of Norwegians would like to experiment more sexually


53% of Norwegians in relationships would like to have sex with their partner more often than is the case today

Norwegians
and sex

Sindex by Sinful

What does a 'normal sex life' look like in Norway? Isn’t it only women, who fake orgasms? Will my fantasies and desires scare away potential sex partners? Do I masturbate too often?

For long, sex has been a topic that we didn’t speak openly about. Therefore, Norwegians have many ideas about what makes up a 'normal sex life' – and perhaps they are not always close to reality.

Most Norwegians say they have had 10 or less sex partners in their life. The majority of us have been sexually active within the last month and most fantasise about having sex on a special location such as an airplane or in nature – or have in fact already tried it.

Unfortunately, the numbers also confirm what other studies about sexual inequality have shown: The orgasm gap is evident. While 73% of Norwegian men have an orgasm often or every time during sex with others, this goes for every other woman.

Delve into the numbers here to see all the nuances of the 'normal sex life' in Norway.

Nearly 1 out of 5 Norwegians has not had sex  the past year

How often do Norwegians have sex?

4%

One to several times a day

22%

1-2 times a week

12%

3-6 times a week

18%

1-3 times a month

5%

3-5 times every 6 months

12%

Less than 6 times in the past year

18%

I have not had sex at all within the past year

10%

I do not know/I do not want to answer

""

1 out of 2 Norwegians in a relationship would like to have sex with their partners more often

More than 50% of Norwegians have had maximum 10 sex partners 

4%

0 partners

29%

1-5 partners

18%

6-10 partners

12%

11-15 partners

7%

16-20 partners

6%

21-15 partners

4%

26-30 partners

3%

31-40 partners

2%

41-50 partners

6%

More than 50 partners

10%

I do not know/I do not want to answer

The Orgasm Gap

73%
of men say they have an orgasm every time or often when they have sex with others 
49%
of women say they have an orgasm every time or often when they have sex with others 
""

34% of Norwegians say they have faked an orgasm

24%
of men say they have faked an orgasm
44%
of women say they have faked an orgasm
arrow pointing to the graph

Reasons why Norwegians stop faking orgasms

They started to feel more confident
0%
They have become more comfortable with not having an orgasm
0%
They have started to tell their sex partner what they liked
0%
Their partner began to pay more attention to their desires and preferences
0%
They started to explore how they could get an orgasm on their own
0%
Norwegian men masturbate more often than women
How often have you masturbated in the past year?
Men
Women

Daily

0%
0%

Weekly

0%
0%

Monthly

0%
0%

Less than monthly

0%
0%

Hasn’t masturbated in the past year

0%
0%

Do not know / do not want to answer

0%
0%
""

22 % of Norwegians fantasise about having sex in a special location such as an airplane or in nature, and 37 % have already tried it

What are we hiding in our nightstands ?

Sindex by Sinful

When the dildo first saw the light of day, it was considered to be a medical tool to cure women from hysteria. Fortunately, we have come a long way since then. The diagnosis of hysteria has been removed and today it is completely normal to have sex toys in the nightstand. 44% of Norwegians have tried using sex toys while every 4 in 10 Norwegians currently own one or more sex toys.

In the 1800’s doctors were already warning about the addictive effect of dildos. And we can relate. Because sex toys have quite the effect. Norwegians, who own toys, tend to be more satisfied with their sex lives, than those who don’t.

If you look across the country, it is clear, that there is a lot of gold hiding in the nightstands – especially in Agder, Rogaland, and Troms and Finnmark, while those from Viken, Trøndelag, and Møre and Romsdal are holding back a bit more. And if your name is Thomas or Camilla, then there is a good chance that there are sex toys in your nightstand.

One thing is sure under all circumstances: The vibrator comes in as a solid number 1 on the list of most used sex toys across all the countries in the Sindex.

44% of Norwegians have tried using sex toys
arrow that points to graph
39% of Norwegians currently own sex toys


0%
18-30 years
0%
31-40 years
0%
41-55 years
0%
56-70 years
Across all the countries in the Sindex, the vibrator is the most common  sex toy
41%
of people in a relationship own sex toys
35%
of singles own sex toys
Sex toy owners on average own 4,6 sex toys
36%
of Norwegian women own a vibrator
12%
of Norwegian men own a penis ring

Sinful’s top 10 most sold products worldwide in quantity

1
icon

Lube

2
icon

Suction stimulator

3
icon

Anal lube

4
icon

Penis ring without vibrator

5
icon

Mini vibrator

6
icon

Rabbit vibrator

7
icon

Sex toy cleaning

8
icon

Butt plug

9
icon

Realistic dildo

10
icon

Penis ring with vibrator

Agder: 44% own sex toys

Top 5 products sold on Sinful

1
icon

Lube

2
icon

Suction stimulator

3
icon

Anal lube

4
icon

Sex toy cleaning

5
icon

Realistic dildo

Innlandet: 39% own sex toys

Top 5 products sold on Sinful

1
icon

Lube

2
icon

Suction stimulator

3
icon

Anal lube

4
icon

Sex toy cleaning

5
icon

Penis ring without vibrator

Møre and Romsdal: 34% own sex toys

Top 5 products sold on Sinful

1
icon

Lube

2
icon

Suction stimulator

3
icon

Anal lube

4
icon

Sex toy cleaning

5
icon

Penis ring without vibrator

Nordland: 37% own sex toys

Top 5 products sold on Sinful

1
icon

Lube

2
icon

Suction stimulator

3
icon

Anal lube

4
icon

Sex toy cleaning

5
icon

Penis ring without vibrator

Oslo: 42% own sex toys

Top 5 products sold on Sinful

1
icon

Lube

2
icon

Suction stimulator

3
icon

Anal lube

4
icon

Sex toy cleaning

5
icon

Butt plug

Rogaland: 43% own sex toys

Top 5 products sold on Sinful

1
icon

Lube

2
icon

Suction stimulator

3
icon

Anal lube

4
icon

Sex toy cleaning

5
icon

Realistic dildo

Vestfold and Telemark: 37% own sex toys

Top 5 products sold on Sinful

1
icon

Lube

2
icon

Suction stimulator

3
icon

Anal lube

4
icon

Sex toy cleaning

5
icon

Realistic dildo

Troms and Finnmark: 47% own sex toys

Top 5 products sold on Sinful

1
icon

Lube

2
icon

Suction stimulator

3
icon

Anal lube

4
icon

Sex toy cleaning

5
icon

Penis ring without vibrator

Trøndelag: 35% own sex toys

Top 5 products sold on Sinful

1
icon

Lube

2
icon

Suction stimulator

3
icon

Anal lube

4
icon

Butt plug

5
icon

Sex toy cleaning

Vestland: 41% own sex toys

Top 5 products sold on Sinful

1
icon

Lube

2
icon

Anal lube

3
icon

Suction stimulator

4
icon

Sex toy cleaning

5
icon

Realistic dildo

Viken: 34% own sex toys

Top 5 products sold on Sinful

1
icon

Lube

2
icon

Suction stimulator

3
icon

Anal lube

4
icon

Sex toy cleaning

5
icon

Realistic dildo

These Norwegians buy most sex toys on Sinful

Men

Thomas Andreas Morten Stian Martin

Women

Camilla Ida Silje Maria Linda

Sunday is the weekday, where Norwegians buy most sex toys
The hour between 22:00 and 23:00 is when Norwegians buy most sex toys
436 kilometres 
That’s how many kilometres of dildos Sinful has sold in the last year
68,000 litres 
That is the total volume of lube Sinful has sold in the last year

Norwegians who own sex toys are more satisfied  with their sex lives

59%
of those who own sex toys are satisfied with their sex life
50%
of those who do not own sex toys are satisfied with their sex life

Do we speak the same love language?

Sindex by Sinful

The divorce rate in Norway has, generally, been declining over the last decade. And even though there are still many divorces, it is comforting to see that Norway is full of happy relationships. 3 out of 4 Norwegians say that they are happy in their current relationships. And we are good at letting each other know.

More than 2 out of 5 Norwegians in relationships tell their partners that they love them on a daily basis. But how do we actually also express our love for each other? Out of the five love languages – physical touch, appreciative words, attention & time, favours, and gifts – Norwegians seem to agree that physical touches, appreciative words, and attention & time are the way forward. Flower bouquets and small favours, on the other hand, are not the direct way to a Norwegian heart.

No matter who you ask, it remains essential to remember to kiss, hug and caress each other. For 9 out of 10 Norwegians intimacy is key to a well-functioning relationship and it affects most of us negatively if we aren’t intimate with our partner for a longer period of time.

3 out of 4 Norwegians are satisfied with their relationship

77%
14%
6%
3%
circle to highlight sentence
Satisfied
Neither satisfied nor dissatisfied
Dissatisfied
I do not know/I do not want to answer
9 out of 10 Norwegians think intimacy is important for a well-functioning relationship
55% say it affects them negatively, when they’re not intimate with their partner for a longer period of time

2 out of 5 Norwegians tells their partner that they love them on a daily basis

41%

Daily

27%

Weekly

14%

Monthly

4%

Less than monthly

5%

Only on special occasions

The love language of Norwegians: Physical touch is the preferred love language in Norway

icon

29%

With physical touches, e.g. kisses and hugs

icon

27%

With attention and time, e.g. when you spend quality time together or go on a date

icon

22%

With appreciative words, e.g. compliments and recognition

icon

12%

With small favours, e.g. your partner doing the dishes or grocery-shopping on the way home

icon

5%

With presents, e.g. flowers

Norwegian women prefer attention and time, but men more often express their love through physical touches

27% of women prefer their partner to express their love through appreciative words. 25% of men say they most often express love for their partner through appreciative words

Preferred love languages across countries in the Sindex

icon

29%

Norway: physical touch

icon

31%

Denmark: physical touch

icon

28%

Sweden: appreciative words

icon

27%

Finland: physical touch / appreciative words

icon

35%

UK: appreciative words

icon

40%

France: attention and time

What do we fantasise about?

Sindex by Sinful

Growing up, we are playful and imaginative. But we tend to forget our playfulness when adulthood and everyday life sets in. That is a shame. Because Norwegians are full of hidden fantasies about new ways to have sex.

Fortunately, it is no longer associated with shame to feel like playing under the bed sheets – or outside the four walls of our home for that matter. And in Norway we are good at expressing this. In fact, more than every other Norwegian talks about sex, desires, and fantasies with their partner at least once a month.

According to the Norwegians, they also live out their fantasies. Every 5th Norwegian, for instance, dreams about having sex in a special location such as a plane or in nature – and 37% have already tried it. Even though many of us live out our fantasies, Norwegians are still curious about new experiences. Nearly every other Norwegian dreams about experimenting more sexually.

Delve into the numbers and learn more about the sexual curiosity of Norwegians here.

45% of Norwegians would like to experiment more sexually

icon

54% say they talk about sex, desires, and fantasies with their partner at least once a month

What do Norwegians fantasise about?
Fantasise about it
Have already tried it

To have sex with more than one person at a time

0%
0%

To have sex on a special location

0%
0%

To be dominated or to dominate others sexually

0%
0%

To have sex wearing costumes

0%
0%

To have sex in a swinger club

0%
0%

To use sex toys

0%
0%

To have anal sex

0%
0%

To have sex with someone of the same sex

0%
0%

To have sex with some sort of pain

0%
0%