Where does your country rank in the Sex Toy World Rankings?

Ever wondered what Sweden, Denmark and Greenland have in common? That’s right – sex toys!

Lovers living in Sweden, Denmark and Greenland could be enjoying themselves more than most in the Sex Toy World Rankings.

A new study and map have revealed the countries that are shopping for sex toys more than any other, with the Nordic nations leading the way.

New research into the online habits of international shoppers has shown that the Danish search for sex toys more often than any other country – 118 times per 1000 internet users per year –  followed closely by Sweden, Greenland, USA and UK.

Sex Toy World Rankings – Map

The research was conducted by vouchercloud, using a sample of 18 of Lovehoney’s best-selling and most popular products and product-ranges – including everything from ‘dildos’ to ‘jiggle balls’ – to reveal just how often each country’s internet users searched for some of the most popular sex toys online.

118 of these sex-toy-searches are seen for every 1000 internet users each year in Denmark – more than one search for every ten residents – with Sweden (115), Greenland (108), USA (104) and UK (96) making up the eclectic top 5.

Some surprisingly poor performers included France (74) in a modest 15th position, Germany (65) lingering in 22nd place, and Japan (44) falling far behind in a lowly 43rd – seeing well under half as many searches as the UK. Considering the UK’s dominant position, Ireland lying in 20th (71) may also be a touch disappointing for our less-than-lustful neighbours.

Chris Johnson, Head of Operations at Vouchercloud, commented: “A somewhat unique dataset has revealed some truly interesting findings surrounding global love-making. We’re a little surprised that the UK has offered an extremely strong showing, particularly with such reserved English stereotypes.”

“However, the Nordic nations have definitely put the rest of the world to shame. There’s more than one way to deal with the cold, after all!”

Sex Toy World Rankings – Chart

The Danish and Swedish domination of the table may seem even more surprising given that Nordic neighbours Finland (73, 16th place) and Iceland (50, 38th place) are a long way behind in their searches for sex toys.

Towards the other end of the table, countries with far more modest cultures are showing a distinct lack of searches – Bangladesh (6) and India (6) lie in 140th and 141st place respectively, though this is a long way below Saudi Arabia (15) in a perhaps surprising 107th place (which is above the likes of Taiwan, Monaco and Vietnam).


List of Languages
Internet Users per Country
Google Market Share per Country

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Vouchercloud took 18 of the most popular sex toy products and search terms from Lovehoney – including generic terms like ‘sex toys’ and ‘dildos’ and more niche but still popular products like ‘love eggs’ and ‘jiggle balls’ – and translated them into every Google-accepted language.

We made sure to include a focus on colloquial terms not understood by Google Translate where necessary (there were lots of manual checks and enquiring with the international vouchercloud team – some very interesting discussions were had!)

Then, every keyword – the 18 keywords and international variants (plurals, international colloquial terms, etc.) – was then put through Google’s Keyword Planner to reveal search volume for every country. This allowed us to discover how many monthly searches over the last year each country had seen for the full set of sex toy searches.

Using these numbers, we were able to work out how many times the internet-accessing residents of each country searched for a range of sex toys, based on each country’s respective internet penetration and Google’s market share in each country.

This search inevitably excluded niche and product-specific searches (certain types of dildos, etc.) – so total sex-toy focused search for each country will be far, far higher than our data suggests.

Ever wondered what Sweden, Denmark and Greenland have in common? Nope, it isn’t cold weather – it’s sex toys.

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