Most Metro Vancouverites Satisfied with Love Life

Men and women have different definitions when asked what actions amount to cheating on a steady partner.

Vancouver, BC – In anticipation of Valentine’s Day this Sunday, Insights West felt inspired to release findings from our poll on love and sex conducted for Vancouver Magazine. We found that, while most residents of Metro Vancouver say things are going well in their bedrooms, there are some striking differences in behaviours they find acceptable when it comes to love and sex.

In the online survey of a representative sample of Metro Vancouver residents, 57% describe themselves as “very satisfied” (20%) or “somewhat satisfied” (37%) with their sex life. Conversely, a significant minority (34%) are “dissatisfied” with this aspect of their life (22% “somewhat” and 12% “very dissatisfied”; 9% are “not sure”).

Those who are in a relationship (67%) score significantly higher on the satisfaction question than those who are single (36%). However, 29% of those who are in a relationship admit they are “dissatisfied” with their sex life.

“Unfortunately, the level of reported satisfaction drops as we age,” says Steve Mossop, President, Insights West. “From a high of 64% among those aged 18-34, to 57% among those aged 35-54 and 52% for Metro Vancouverites aged 55 and over. I also found it interesting that only 24% of those who are in a relationship say they are ‘very satisfied’ with their sex life.”


Residents were provided a list with specific sexual behaviours that people may engage in, and asked if they found them “acceptable” or not.

Three-in-five Metro Vancouverites (61%) say sexting is “acceptable” (including 82% of those aged 18-to-34), and majorities felt the same way about a one-night stand (59%) and sleeping with a co-worker (53%). Other actions, such as engaging in group sex or having an open relationship proved more contentious (49% and 40% respectively find them “acceptable”).

While about three-in-ten Metro Vancouverites would consent to paying for sex (29%) or having sex at the office (28%), the proportion of those who find each “acceptable” rises to 42% and 35% respectively among men.

Cheating on a steady partner is a definite no-no, with just one-in-twenty Metro Vancouverites (5%) saying they find it “acceptable”.

On the subject of cheating, there are some glaring gender differences. Two-in-five Metro Vancouverites (39%) say that flirting at a bar, party or business trip amounts to cheating. Among women, the perception rises to 46%, while only 32% of men hold the same view.

Finally, only 30% of Metro Vancouverites say they would forgive somebody who cheated on them. Women (20%) and those aged 18-to-34 (also 20%) are the least likely to forgive a cheater.

For more stats from this survey, pick up a copy of the March 2016 edition of Vancouver Magazine.

About Insights West:

Insights West is a progressive, Western-based, full-service marketing research company. It exists to serve the market with insights-driven research solutions and interpretive analysis through leading-edge tools, normative databases, and senior-level expertise across a broad range of public and private sector organizations. Insights West is based in Vancouver and Calgary.

About this Release:

Results are based on an online study conducted from December 8 to December 14, 2015, among a representative sample of 582 adults in the Lower Mainland. The data has been statistically weighted according to Canadian census figures for age, gender and region. The margin of error—which measures sample variability—is +/- 4.1 percentage points for the sample of Lower Mainland residents. Click here to view the detailed data tabulations.

For further information, please contact:

Steve Mossop
President, Insights West


Photograph: Wyatt Fisher