A new study by Leger Marketing & Sun Media very creatively called "The Great Canadian Male Sex Survey" – a survey the authors claim “goes deep” - offers an entertaining, albeit somewhat cheesy, break from all the election polls.
Sun media asked various sex experts to provide penetrating insights. Here’s one about Quebec women from Sarah Rowland, 24 Hours relationships writer:
A meager 58% of B.C. men are sexually satisfied with their current partner. Likewise, guys in Ontario and the Prairies seem pretty lukewarm about their mates’ performance in the sack. In Quebec, however, a whopping 72% of the men polled couldn’t be happier with their bed buddies.
I guess there’s a reason Cirque du Soleil was founded in la belle province. Clearly, the women are just way more limber there.
More limber?
Practice makes better
Perhaps practice makes better. Data from the 2002 year-end poll conducted by the Strategic Counsel for Maclean’s magazine, Global TV and Southam News found that 76% of Quebeckers said they are sexually active – making them the most active lovers in Canada. Ontario held the last-place position at only 54%.
Catholics and sex : They get more of it and have more fun
Rev. Andrew Greely, a prominent sociologist, is the author of Sex : The Catholic Experience. His book reviews survey data from 1989 to 1991 on American’s sexual behaviour collected by the National Opinion Research Center. He claims that while Catholics might be repressed, they are less repressed than others.
His findings include:
- More than two-thirds of Catholics engage in sex at least once a week, compared with 56% of non-Catholics.
- Among older persons, half of Catholics age 55 and older report having sex at least once a week, compared with 40% of others.
- Catholics also rate higher on “sexual playfulness.” For example, 30% of Catholics say they have purchased erotic undergarments either often or sometimes, compared with 20% of others.
You might be asking what this has to do with building brands in Quebec?
It matters if your selling condoms, not just as contraceptives, but as pleasure providing devices. It’s exactly what we did in Quebec a few years ago for Durex with a campaign about the “Cinq a sexe” (a play on the words “cinq a sept” or happy hour from five to seven pm.)
We also conducted qualitative research on condoms and other
related products such as this “pleasure ring” and I can confirm that many
Catholic women in the groups were quite familiar with the device.
And this focus
group was the first confessional they had gone to in a long time.
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