Move over smartphones, there’s a sexier must-have gadget in town.
Last week, a study revealed that more and more Americans can’t live without their smartphones – relying on their gadgets to complete the most mundane of tasks. But underneath all this talk of needing gadgets to assist us with our busy schedules is the real truth: that we just can't do without our sex toys.
So fond are we of these naughty items that the sex toy industry outstrips the smartphone in popularity by leaps and bounds with sales set to hit 400 million in the UK this year alone.
Sales of erotic paraphernalia have rocketed thanks to the candid way in which celebs such as Gwyneth Paltrow and Jane Fonda talk about their fondness for moulded silicone.
Britain's biggest online sex toy retailer, lovehoney.co.uk says they’ve seen its sales increase steadily year-on-year.
Co-owner Neal Slateford told the DailyMail that they see a huge spike in online sales shortly after a celebrity gives an interview revealing their bedroom secrets.
"Suddenly ordinary women weren't afraid to talk about their sex lives and their use of sex toys."
Lovehoney also estimate that global sales of vibrators and other sex toys will soar to £5.5-billion a year (R70-billion) and are to set to rise to £40billion (R513-billion) by 2020 - matching those of smartphones.
"It's great that celebrities are being more honest about their sex lives. There has been such a huge change in people's attitudes over the last 10 years."
The rise in the sales of sex toys boils down to women's rise in the workplace and abandonment of inhibitions, according to retail analyst Hewson.
"Celebrity endorsement of sex toys by star such as Teri Hatcher, Eva Longoria and Halle Berry act as validators for brands and women alike," researchers said.
Berry famously endorsed a Los Angeles sex shop after her split from ex-husband Eric Benet in 2004.
"Make regular visits to the Pleasure Chest," she said. "You can't forget your sexuality — that's not good."
While actress Anne Heche said she would pitch a vibrator to anybody, "Vibrators are great - they save people from having stupid sex. I'd pitch them to anybody."
Rapper Missy Elliott also confessed to using vibrators, which inspired her song Toyz, "Yeah, they were called the Rabbit and, oh God, the Mega Blaster."