Canadians Using Pillow Talk to
Get Down to Business

Toronto, ON - Canadians appear to be using pillow talk to get down to business, according to a new Ipsos Reid poll conducted on behalf of Pfizer. While most (82%) Canadians `agree' (34% strongly/48% somewhat) that `pillow talk is very important when it comes to building and maintaining intimacy in a relationship', in many cases it is not sex or intimacy that is being discussed once the head hits the pillow.

Thinking about their present or past relationships, one half (50%) of Canadians say they often (14%) or sometimes (36%) use pillow talk in bed to raise important matters or issues with their partner. More specifically, in many cases it is not intimacy or sex that is the topic of conversation, but rather family matters (27%), upcoming events (25%), house stuff (22%), the kids (17%), work (17%) or even "anything and everything" (32%). But some Canadians, particularly those who are currently single, say their pillow talk consists of romantic, sweet nothings (23%), and flirty (16%) or hot and sexy chat (13%). Just 15% of Canadians say they never engage in pillow talk.

Thinking about how pillow talk affects their relationships, either past or present, eight in ten (81%) agree that it makes them feel closer to their partner, and seven in ten (70%) say it is a good time to open up and share any worries, problems, or relationship issues with their partner. In fact, four in ten (43%) say they often end up discussing problems and relationship issues when engaging in pillow talk. Just 37% say it's overrated when it comes to building intimacy in a relationship.

Turning to more intimate matters, eight in ten (79%) agree that it is an important part of bonding and deepening intimacy, and two in three (66%) think that it should always be a positive discussion. Furthermore, a majority (54%) thinks that pillow talk is an important part of foreplay and seduction, and that it's an important part of having good sex (53%). Moreover, six in ten (61%) agree that pillow talk is an important way to connect after sex, not just during or before. One quarter (23%) of Canadians in a relationship even engage in pillow talk while travelling alone, either by calling or webcaming their partner before they go to sleep.

Among Canadians who engage in pillow talk, they appear to do it more regularly when sex is not involved, as the vast majority say they engage in pillow talk most times (49%) or some times (44%), while just 7% never engage in pillow talk when sex isn't involved. But just before sex, they are less likely to say they engage in pillow talk most (11%) or some of the time (50%), while 38% never engage in pillow talk on a night when sex is involved. Just 17% engage in pillow talk after sex on most occasions, compared to 50% who sometimes do and 33% who never engage in pillow talk after sex. Few engage in pillow talk most (4%) or some of the time (14%) during sex, while eight in ten (81%) do not engage in pillow talk during sex.

On a typical night when they don't have sex, three in ten (28%) Canadians who engage in pillow talk will do so for 15 minutes or more, while 40% will do so for about 5 to 14 minutes, and one quarter (26%) will chat for less than 5 minutes. Just 6% don't typically engage in pillow talk when they're not having sex.

On an average night when they are having sex, slightly fewer (24%) will talk for 15 minutes or more, while 36% will engage in pillow talk for 5 to 14 minutes, and 23% will talk for less than 5 minutes. Two in ten (17%) say they don't engage in pillow talk on nights when they're not having sex.

Among those who engage in pillow talk, while one in three (34%) Canadians say the most important element of pillow talk is the actual talking, one in ten (11%) say it's the non-verbal connection that is most important. The majority (55%) of Canadians believe both are equally important. And while more admit that they engage in pillow talk because it makes them feel better (38%), not primarily for their partner's benefit (15%), a majority (52%) says they do it for the benefit of both they and their partner.

Given the choice between pillow talk or sex, 32% of all Canadians actually prefer pillow talk, while most (68%) still prefer sex - although women were just as likely to choose pillow talk (49%) as sex (51%), while men were much more inclined to choose sexy (86%) over pillow talk (14%). But men and women agree on who needs it more as six in ten (60%) overall agree that pillow talk is something women need more than men, while only two in ten (19%) agree that men need it more than women.

Among those who chose pillow talk over sex, eight in ten agree that they chose it because it makes them feel closer to their partner, and 31% agree they chose it because it is the only time they get to connect. Among those who chose sex, three in ten (27%) agree they chose it because pillow talk is only good when it comes after sex, while 27% chose it because they think pillow talk is not needed.

These are the findings of an Ipsos Reid poll conducted on behalf of Pfizer from January 22nd to January 25th, 2010. This online survey of 1,021 adult residents of Canada was conducted via the I-Say Panel, Ipsos Reid's largest national online panel. The results are based on a sample where weighting was employed to balance demographics and ensure that the sample's composition reflects that of the actual Canadian population according to Census data. A survey with an unweighted probability sample of this size and a 100% response rate would have an estimated margin of error of +/-3.1 percentage points, 19 times out of 20, of what the results would have been had the entire population of adults in Canada been polled. All sample surveys and polls may be subject to other sources of error, including, but not limited to coverage error, and measurement error.

For more information on this news release, please contact:
Sean Simpson
Research Manager
Ipsos Public Affairs
(416) 572-4474
[email protected]

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