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Valentine's Day 'just a normal day' for 8/10 New Zealanders - survey

Contributor:
Fuseworks Media
Fuseworks Media

Valentine’s Day may not be what it’s hyped up to be, as 8 in 10 Kiwis believe they’re not more likely to get intimate on the romantic day than a normal day, according to the Adulttoymegastore Kiwi Sex Survey results.

The Adulttoymegastore Kiwi Sex Survey, which was conducted by New Zealand adult toy and lingerie retailer Adulttoymegastore and hosted by Colmar Brunton, surveyed more than 1,000 New Zealanders aged 18 years and older about their sexual experiences and opinions, to match the demographic profile of New Zealanders for age, gender and region.

The results revealed that Valentine’s Day doesn’t necessarily lead to sexual intimacy, despite being portrayed as a special day for romance.

Only 16 percent of New Zealanders (1 in 6) said they’re more likely to get intimate on Valentine’s Day than a normal day, while 83 percent of respondents said it makes no difference. Of the 1,000 survey respondents, three quarters (75 percent) were in a relationship.

Adulttoymegastore product manager Emma Hewitt said the New Zealand based adult retailer was surprised by the result.

"We usually see a considerable spike in adult toy and lingerie sales in February because of Valentine’s Day, so we were quite surprised to find out that most New Zealanders see Valentine’s Day as just a normal day when it comes to getting intimate with their partner, as our sales numbers would certainly suggest otherwise," Emma said.

The survey results also revealed that some New Zealanders have a similar view of relationship anniversaries, but the percentage was slightly higher. Over one in four New Zealanders agreed that they are more likely to have sex on their relationship anniversary than a normal day (27%).

However, not having sex on Valentine’s Day or relationship anniversaries doesn’t necessarily influence a person’s overall satisfaction with their sex life, as the results stated that 49 percent of New Zealanders are happy with their sex lives, and 50 percent are satisfied with the amount of sex they are having.

"The survey results suggest that Kiwis don’t need Valentine’s Day or their anniversary to remind them to be romantic and intimate with their partner, and many are keeping the spark alive all year round, with a small portion making a special effort for Valentine’s Day and their anniversaries," Emma said.

The survey results also revealed that half New Zealanders are confident asserting their sexual needs with their partner (52 percent), and over half believe they actively try to keep the spark alive in their relationship (53 percent).

For New Zealanders who aren’t in a relationship, the survey results suggest that those going on a first date this Valentine’s Day could have a good chance of getting intimate, as over one in three New Zealanders (41 percent) have had sex on a first date at least once in their lives. The region where survey respondents were more likely to have had sex on a first date was Whangarei/Northland.

One in five Kiwis have (21 percent) of Kiwis have dated multiple people at once, and respondents who had were more likely to be from Dunedin or Otago.

The survey results also affirmed that technology has become widely used as a courting tool, as one in three Kiwis have taken part in "sexting", one in four have sent someone a naked photo of themselves, and one in five have had sex with someone they met through a dating app or website.

"Sexters" are more likely to be single, aged 18-39, and the most prominent region for sexting was Hamilton. Survey respondents living in Dunedin/Otago were more likely than the other regions to have sent a naked selfie, and the leading regions for online dating hook-ups were Auckland and Canterbury/Christchurch.

When it comes to "friends with benefits", 32 percent of New Zealanders have had a no-strings-attached ongoing sexual relationship. Of the regions surveyed, this kind of sexual arrangement was most common in Palmerston North.

Sleeping with a platonic friend isn’t off-limits for 18 percent of New Zealanders, and the survey results state that they are most likely to be bisexual, aged 18-29, single, unhappy with their sex life and the frequency they have sex.

View the infographic of the results here: NZ Dating Habits Sex Survey Results Infographic

Supporting Data:

I am more likely to have sex on Valentine’s Day than a normal day:

- 16% agree, 38% neither nor, 45% disagree.

I am more likely to have sex on my relationship anniversary than a normal day:

- 27% agree, 41% neither nor, 33% disagree.

- 53% of Kiwis actively try to keep the intimacy alive in their relationship.

- 52% of Kiwis are confident asserting their sexual needs with their partner.

Sex on the first date

- 41% of Kiwis have had sex on a first date.

- Whangarei/Northland was the #1 region (47% of respondents said yes)

Online dating

- 22% of Kiwis have had sex with someone they met through a dating app or website. They are more likely to be bisexual or homosexual, male, aged 18-29 and single.

- Auckland and Canterbury/Christchurch are the leaders (26%) 1 in 4 respondents from these regions said they have had sex with someone they’ve met on a dating app or website.

Sexting:

- 1 in 3 Kiwis have taken part in sexting (35%). They are most likely to be single and aged 18-39.

- Hamilton was the #1 city (42% of Hamilton-based respondents stated they had done it.)

Naked Selfies:

- 1 in 4 Kiwis have sent someone a naked selfie (27%).

- #1 region: Dunedin/Otago (35% of respondents from the region had done it).

Friends with Benefits

- 18% of Kiwis have had sex with someone they consider a platonic friend. They are most likely to be bisexual, aged 18-29, single, unhappy with their sex life and the frequency they have sex.

- 32% of New Zealanders have had a "friends with benefits" sexual relationship.

Survey respondents whom have had a "friends with benefits" were more likely to live in Palmerston North (44%)

How the research was conducted:

- The survey was conducted online and hosted by Colmar Brunton.

- A total of 1,008 people were recruited through the Colmar Brunton online research panel, to match the demographic profile of New Zealanders for age, gender and region. The maximum margin of error on a sample size n=1,008 is +3.1%.

- Only regions with 30+ respondents were included in the regional data segmentation. Regional data is indicative only.

- The survey was in field from 4th - 17th September 2017.

- The average interview length was 12 minutes.

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