A new survey by Ohdoki, the Norwegian company behind The Handy male sex toy, offers insight into modern masturbation habits, highlighting notable gender differences and unexpected thought patterns during solo pleasure. Conducted in 2025, the study explores frequency, preferences, and psychological factors associated with self-pleasure, aiming to challenge taboos and promote discussion around sexual wellness.
According to the findings, men masturbate more frequently than women. On average, men report engaging in solo pleasure 14 times per week, amounting to 718 times annually, while women average 6 times weekly, or 317 times per year. Single individuals also masturbate 14 times a week, and those in relationships maintain a similar pattern at 12 times weekly. Among participants, 31% of men say they enjoy masturbation more than partnered sex, compared to 26% of women.
The study also reveals diverse thought patterns during masturbation. A large majority of adults, 87%, think of their current partner, with 89% of men and 85% of women doing so. Memories of a previous partner are reported by 69% overall, including 76% of men and 59% of women. Celebrities are a common mental focus for 57% of adults, with 65% of men and 46% of women reporting this. Colleagues appear in the thoughts of 49%, comprising 58% of men and 33% of women. Strangers on the street are imagined by 48% overall, including 56% of men and 38% of women. Friends are also commonly pictured, with 46% of adults doing so, including 55% of men and 34% of women.
For those in relationships, 34% of men often think of an ex-partner during masturbation, compared to 20% of women. Similarly, 29% of men report thinking about a colleague, whereas only 13% of women do. Sexual fantasies are also prominent, with 71% of participants imagining scenarios involving BDSM or roleplay. A further 64% draw inspiration from fictional erotica, including film scenes and books.
Dr Sham Singh, a sexual health expert, explains: “Masturbation is a common and healthy part of human sexuality and has numerous psychological and physical advantages. When it comes to physical aspects, it can relieve muscle tension, help to improve the state of sleep, and even relieve premenstrual tension caused by menstruation. It may also be understood as a minor psychological and stress-relieving exercise. Exploring one’s body and preferences can also enable better communication and satisfaction in sexual relationships.”
JP Wilhelmsen, founder and CEO of Ohdoki, reflects on the survey: “The way people experience and think about masturbation is evolving. However, while masturbation can have a positive impact on sexual health and wellness, it’s interesting to see how it can often still be perceived quite negatively in a relationship. Our survey highlights in particular that women are more open to the use of sex toys and masturbation in a relationship, whereas men are more likely to feel insecure. This points to deeper cultural narratives around masculinity, intimacy, and sexual self-sufficiency that we still need to continue to unpack as a society.”
The research also touches on broader societal attitudes. Despite the acknowledged benefits, masturbation remains affected by stigma, particularly among men. Women’s openness to sex toys signals changing norms, yet persistent insecurities point to the need for more open conversation.
