BOOM BOOM BOOMERS: A NEW SEXUAL REVOLUTION FOR BABY BOOMERS

Toronto, Ontario, January 22, 2008 – Baby Boomers across the world are ringing in the New Year by creating a new sexual revolution. A recent article on lavalifePRIME http://prime.lavalife.com, a social dating site exclusively for single Boomers, states that a recent study done in the UK found that more than one-third (37 percent) of 1,000 respondents ages 50 to 65 surveyed about their sexuality and dating habits said that they would be willing to sleep with someone on the first date. That's twice the number of Generation X singles (just 18 percent of the under-40 crowd) who would also say yes to a casual intimate encounter.

Most experts interviewed by lavalifePRIME believe that Boomers are more open to sex because they grew up in an era of free love, sexual freedom, swingers, feminism and the introduction of the birth control pill. Generation Xers, on the other hand, grew up in an era based on the awareness of the consequences of casual intercourse, such as STDs. Another important fact is that most Boomers are past their reproductive years and are no longer interested in finding someone to start a family with or provide for them financially. Although they do want a little romance first… 76 percent said they'd be willing to go for it the first night if a man took them to dinner first and picked up the tab.

lavalifePRIME is a groundbreaking, must-visit social dating resource exclusively for single Boomers. “What’s fascinating about this study is that it shatters the stereotypes around people becoming less sexually active as they age or the idea that older singles are too prudish to seek out intimate encounters with their dates simply for the sake of sex,” says Agneta Owen, lavalifePRIME’s Boomer Lifestyle Expert. “Boomers are experiencing their own sexual revolution. With past relationships and child-bearing years behind them, this set of singles is looking to add passion and new experiences to their lives, and they are not typically dating with the goal of marriage at this stage in their lives.”

lavalifePRIME also found that most of the Boomers surveyed are not particularly worried about what their friends might think of their bedroom antics. They're comfortable enough in their own skin to live without fear of disapproval. "This is probably the only time in my life when I would consider sleeping with a Denzel Washington look-alike who's dumb as a rock. You can always kick them out before breakfast," says Linda, a Boomer interviewed for the story.

While the beat of the sexual revolution goes on, sometimes there are still hurt feelings the day after. Boomer women may go into a sexual encounter thinking they just want sex, and find themselves emotionally attached once the morning comes around. This is due to the fact that all women (regardless of age) are more likely to feel attachment after sex because of the oxytocin released in their bodies during the sex act — something scientists call "the cuddle hormone." Men have significantly less oxytocin released in their bodies during sex, and its effects are counteracted by testosterone which is why they seem uniquely able to sleep around and not feel attachment afterwards.

In most cases, lavalifePRIME finds that single Boomers are just looking for companionship and fun – they are not necessarily in the market to find someone to spend their life with. Boomers need to decide for themselves in advance of going on a date what they are really looking for, be it a quick intimate encounter or a deeper relationship. Think about what is most important and move comfortably in that direction. No matter what Boomers are looking for in a companion, they can find it at lavalifePRIME http://prime.lavalife.com.

About lavalifePRIME
lavalifePRIME is one of the world’s first social dating sites – a combination of personals and social networking websites - designed exclusively for singles 45+. lavalifePRIME is one of the products of Lavalife Corp., a leading provider of products and services designed for singles. Lavalife connects, engages and entertains through a variety of web, voice and mobile offerings. Founded in 1987, Lavalife Corp. markets its products and services across the United States, Canada and Australia. Lavalife has attracted millions of unique members who exchange 1.3 million messages every day. For more information, visit http://PRIME.lavalife.com or http://www.lavalife.com.

* Source: AARP Study – American Association of Retired People

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Editor’s Note: Interviews and hi-res images available.