Swansea crowned as the most sexually embarrassed UK city

Sex has long been a taboo topic, especially in the UK, where often people would rather suffer in silence than talk or seek advice from their partner or a medical professional.

While previous surveys suggest that Brits are starting to ditch that ‘prudish’ mentality, a recent report has revealed that sexual health appointments are becoming harder to access, a move that’s sending sexually transmitted infections (STIs) sky-rocketing and likely causing people to back-track when it comes to speaking to professionals about sex-related problems.

With that in mind, Oxford Online Pharmacy conducted a study to discover which UK city has the highest volume of searches for common questions related to erectile function, sexual performance and endurance.

They found that just under 30,000 Brits are turning to Google to ask sexually embarrassing questions per month, up 18 percent in the last year.

Popular searches included ‘how to last longer’ (up 50% since 2023), ‘how to do anal sex’ (up 30%) and ‘how to have good sex’ (up 23%).

So, which UK city’s residents have spent the most time hiding behind their computer screens searching for answers in the last year alone?

In first place and home to the most sexually embarrassed Brits is Swansea. Despite having the smallest population in the survey of 117,000 people, Swansea saw 111 searches for Brits’ top sex-related questions per 100,000.

Despite recent moves to open more sexual health clinics in Wales, it’s no secret that the country suffers from a lack of services and education.

In fact, according to Frisky Wales, 1 in 10 people in the country has Chlamydia without knowing, showcasing an obvious disconnect between Welsh residents and sexual empowerment and safety.

Meanwhile, Milton Keynes is the second most sexually embarrassed city, where a high volume of residents are turning to Google for answers.

Sixty-three per 100,000 of the Buckinghamshire city’s residents turned to the web for questions on how to improve their sex life.

Similar to Swansea, Public Health England data recently revealed Milton Keynes as a hotspot for STI diagnosis, highlighting how its residents weren’t prioritising their sexual health. 

The joint third is Gloucester and Brighton, with 57 searches per 100,00 residents.

A 2022 report revealed that pupils in Gloucester, Gloucestershire, learning about puberty from the internet had risen in the last 10 years, suggesting the younger generation use it as a helpful resource. It also revealed that their body positivity had decreased, which could explain why a high volume of residents are turning to Google for answers about sex.

And while Brighton has made huge strides towards sexual liberation and acceptance of same-sex relationships and was revealed as one of the most sexually satisfied cities, it seems residents are still struggling to seek face-to-face support on their most embarrassing queries.

Completing the top five most embarrassed cities are Huddersfield, West Yorkshire and Dundee, Scotland, with 52 and 47 searches per 100,000 people, respectively.

Kiran Jones, Pharmacist at Oxford Online Pharmacy, commented on the study: “It’s interesting to see that sex is still such a major taboo subject, despite all the work that’s been done to try and get people to open up.

“While the internet is a fantastic hub for advice, it’s also full of conflicting opinions from non-professionals, which may increase anxieties rather than cure them.

“If you have concerns, start by talking to a friend or partner who may have some pearls of wisdom to share with you, reassure you or help you overcome issues in the bedroom.

“Meanwhile, a professional such as a sex therapist may be able to help with any concerns, or a medical professional may be able to assess any issues with endurance or performance and advise on the best course of treatment or medication.

“If you’re struggling to access appointments right now, look to the NHS website for information on alternative 24/7 support services available.

“Brits shouldn’t be afraid to ask for help improving their sex lives in the 21^st century.”

You can view the full ‘Embarrassing Sex Questions’ study here.

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