Boomers ready for better sex life says new Pfizer survey

Saw this in today's The Winnipeg Free Press Online Edition

Is it just me or why does it look like improving the sexual life of the over 40's will be next big growth industry. And that is because that's what they want. Of course for us in that age group, our friends at Pfizer and the other drug giants, among others, will be there to help us all along the way.

Boomers like idea of sexy adventures, but a bit shy


Fri Oct 13 2006


By Misty Harris


NOW that everyone from Dustin "Screech" Diamond to Tickle Me Elmo has a sex tape -- the latter video, Tickle Me Harder, debuted on the Net this week -- it's little wonder adult films are increasingly finding their way into baby boomers' bedrooms.

In fact, a nationwide Ipsos-Reid survey released yesterday shows one in five Canadians between 40 and 64 has watched a pornographic movie to enhance their sex life in the last year, while nearly 30 per cent say they'd watch one if invited by their partner. Another seven per cent have read a book or watched a video dedicated to improving sexual technique.

"We kind of desexualize middle-aged people because our culture hyper-sexualizes youth," says Chanelle Gallant, a sex educator and psychotherapist. "So, this is evidence that baby boomers are still doing it -- and doing it creatively."

At Good for Her, a Toronto sex shop she manages, porn sales have tripled in the last year alone. And a "large portion" of buyers are over 40.

"People are much more willing to experiment than their partners realize," says Gallant.

"A lot of guys, for example, are absolutely shocked that women watch porn. Nobody's thinking, when they go to meet their child's teacher or pick up a prescription at the pharmacy, 'She watches porn.' But she just might."

The new survey, which was commissioned by Pfizer, reveals a stark disconnect between what boomers are doing for sexual enhancement and what they're willing to do.

For instance, although just 15 per cent of respondents say they've used sex toys or games, more than one in four (28 per cent) are open to the idea.
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"People don't feel sex is as important as it is," says Pepper Schwartz, a professor of sociology at the University of Washington in Seattle. "They see it as the frosting as opposed to the cake -- and it's the cake."

-- CanWest News Service