A marketing report by the U.K.’s Hewson Group says that 40 percent of British women are viewers of online pornography and “over 60 per cent of women find the idea of buying a sex toy to be ‘'exciting’,” according to the Mail Online. The study is titled “Women, Sex and Shopping”.

The study credits celebrities who discuss their sex lives in public for popularizing porn and sex toys.

“Celebrity endorsement of sex toys by stars such as Teri Hatcher, Eva Longoria and Halle Berry act as validators for brands and women alike,” the research stated. It also identified a strong desire among women to buy products designed to enhance their sex lives.