<i>Boomers in the Bedroom</i> - Sexual Attitudes, Thoughts and Behaviours of the Boomer GenerationBOOMERS IN THE BEDROOM - SEXUAL ATTITUDES, THOUGHTS AND BEHAVIOURS OF THE BOOMER GENERATION
Landmark Canadian Study Shows - Canadian Boomers are Too Tired, Stressed and Overworked for Sex
| Kirkland, Quebec - March 17, 2006 |
They were born to be wild, celebrated peace, love and pioneered the sexual revolution, but as the youngest of the Canadian boomers head into their forties, they now report spending only 15 minutes a day - less than two hours a week - on sex and romance. Boomers in the Bedroom: Sexual Attitudes and Behaviours of the Boomer Generation, a landmark Ipsos-Reid survey of 2498 Canadian baby boomers (aged 40-64) shows that both male and female survey respondents say they devote 4-5 hours a day to TV watching and the Internet - more than 30 hours a week in total. Yet, those surveyed report they spend only a fraction of that time being romantic or having sex with their partners. The survey was commissioned by Pfizer Canada, the manufacturer of VIAGRA. Close to 60 per cent of respondents believe "the baby boomers started a sexual revolution," and a whopping 87 per cent consider themselves to be "much more sexually liberated" than the previous generation. Not Tonight: I'm too Tired, Stressed and Overworked!
"The survey shows that the majority of Canadians who are 40 years and older say fatigue, work and stress are their major obstacles to sexual fulfillment," explains Ipsos-Reid research analyst John Wright. "Fifty-eight per cent of Canadians 40+ report they are "too tired for sex," while 42 per cent say stress takes a toll on their sex life, and 40 per cent blame lack of time." Boomers say they peaked sexually in their 30s, but remember sex in their 20s most fondly as exciting (57 per cent), fun (56 per cent) adventurous (49 per cent) and wild (28 per cent). The majority report that as they move into their 40s and 50s, sexual satisfaction begins to decrease gradually. Joy of Cooking or Joy of Sex?
Boomers gourmet appetites appear to outweigh their sexual appetites, as the temptation of a night at a gourmet restaurant narrowly beats out the joy of sex (28 per cent compared to 25 per cent). Canadian women 40+ say they'd rather pamper themselves at a spa (29 per cent) than enjoy a night of passion with their partner (21 per cent). BC bucks the national trend, with BC respondents voting for a night of sex with their partner (30 per cent vs. 23 per cent) over a gourmet meal for two. Conversely, only 18 per cent of Quebecers say they'd prefer a night of great sex with their partner, compared to a meal for two at a gourmet restaurant (34 per cent). Ontarians are split on the issue with 28 per cent ranking a night of sex, ahead of a gourmet meal (26 per cent). Love me Tender
On a positive note, although Canadian boomers reported that they are having less sex, they report that when they do have sex today, it is intimate (45 per cent) and tender (45 per cent) albeit, a little predictable (24 per cent). More than 80 per cent of men and women also agree that "having sex makes me feel loved and appreciated" and deepens intimacy in their relationship. "The generation of love is ushering in a new openness about sexual health and intimacy as they age, which will help us as a society address common sexual difficulties associated with age in a more enlightened and proactive way," says Dr. Richard Casey, Director of the Male Health Centres. "While Canadian boomers are having less sex and their sexual lives are changing as they age, it's encouraging to see people report that sex is very important to their relationship because it continues to bring them deepening intimacy with their partners. We know that a positive sex life correlates to overall better health and wellness as you age, which is why it's great to see boomers continuing to lead a new sexual revolution as they move into their forties and fifties." Atlantic Canadians 40+ are the most likely to report keeping the flames of sexual passion ignited, and are more likely than Canadians in other provinces to report their sex as "hot" (18 per cent), exciting (35 per cent) and fun (46 per cent). Quebecers score the highest when it comes to tenderness, with 52 per cent of Quebec boomers rating their sex today as tender. The Boomer Generation and Sexual Satisfaction
Overall, the majority of Canadian boomers say that while sex was wild, hot and more frequent in their 20s, their sexual enjoyment was not necessarily better. Only one-third of men and women rate their sex life as less enjoyable today compared to their twenties (28 per cent). For men, erection quality is cited as a common source of sexual dissatisfaction. About one-fourth of Canadian boomer men surveyed say they have "difficulty gaining or sustaining an erection" and only 36 per cent of Canadian men say they are very satisfied with their erections. Most Canadian Boomers are Settled into Long-Term Relationships
Seventy-one per cent of Canadian boomers are married or living common law, with the average relationship celebrating the 21-year anniversary mark. Six per cent are in a steady relationship, and four per cent report they are dating casually. Eleven per cent of boomers say they are "looking for love," while eight per cent have taken themselves out of the game, and define themselves as "not dating and not looking for love." Survey Background
Building on Pfizer's strong history of research and the growing leadership in the area of sexual health, Boomers in the Bedroom: Sexual Attitudes and Behaviors of the Boomer Generation provides unique insights into the factors that influence people's views towards physical intimacy and sexual relationships. Pfizer Canada Inc is the Canadian operation of Pfizer Inc., the world's leading pharmaceutical company. Pfizer discovers, develops, manufactures and markets leading prescription medicines for humans and animals, as well as many of the world's best-known over-the-counter healthcare products. Pfizer Canada employs more than 2,000 people across the country. Canadian headquarters of Pfizer Global Pharmaceuticals Group is in Kirkland, Quebec. The survey was conducted in late November 2005 through an online consumer panel of 2498 respondents (1314 males and 1184 females) aged 40-64. The sample was balanced by region according to Census data and has an accuracy rating +/- 2 per cent. -30- For more information please contact:
1-866-9Pfizer (1-866-973-4937)
These press releases were issued in Canada and are intended as reference information for Canadians. The information contained in each press release was accurate at the time of issuance, and Pfizer Canada assumes no responsibility for updating the information to reflect subsequent developments. | 
