Lovehoney Survey: Views Shift on Dating Sexual History

A new survey from British sexual wellness brand Lovehoney suggests that conventional assumptions around how partners view sexual history may be shifting. The research, conducted among more than 2,000 UK adults, finds that 72% of men say a prospective partner’s number of previous sexual partners – commonly referred to as “body count” — does not concern them, compared with 66% of women.

At the same time, Lovehoney’s data indicate a generational divide. Among respondents from Generation Z (born after 1996), 41–42% reported that a partner’s body count does matter – significantly higher than the national average. As for what respondents rated as an ideal number of previous partners, nearly a quarter of women indicated 3-5 was acceptable, with many stating they did not care at all about their partner’s history.

“Men are pushing back on that pressure and embracing a far more progressive and emotionally intelligent mindset,” Lovehoney’s expert commentary argues, noting that the results challenge long-standing dating stereotypes that portray men as the more judgmental gender when it comes to sexual history.

The study also reflects broader societal trends around sexual attitudes. Recent public-opinion research suggests that many people now view a moderate number of past partners as normal, and attitudes toward sexual history are increasingly shaped by personal values rather than social stigma. Nevertheless, a substantial minority – nearly one in three overall – still consider a partner’s sexual history a major factor in their dating preferences.