LOS ANGELES, CA — Social networking webcam site Cam4 announces recent survey findings point to porn consumerism as healthy, positive, and “normal,” rather than shameful. The survey, conducted by France’s leading survey institute, IFOP, also shows couples find Internet-based sex games and activities to be a relationship enhancement tool.

“This survey shatters certain preconceptions about pornography,” the IFOP report states. “It also provides an update on usages and modes of [porn] consumption, which have evolved significantly over the last 20 years.”

Conducted on a representative national sample of over 1,000 Americans, age 18 and over, the IFOP survey reveals pornography consumption has truly become widespread. It also points to masturbation connected with sexualized use of the Internet and new modes of communication, such as smartphones and webcams.

The survey shows consumption of adult material, which was admitted to by 90 percent of all American men and 60 percent of women, is highest amongst individuals who have the most partners, or who are more sexually active, going against the age-old assumption that pornography viewing serves as a substitute for an unsatisfactory sex life. The survey also reveals 53 percent of Americans watch adult material as a couple, and 66 percent say they would watch pornography with their partner if it was asked of them. These results demonstrate the consumption of porn may no longer be considered a “shameful” and solitary activity.

The influence of pornography use in relationships is also noted, with adult materials increasingly integrated into the sex lives of Americans. According to the survey, 54 percent of Americans who have watched a pornographic video say they have engaged in sex while watching this type of material. In addition, the viewing of adult materials inspires couples to be more creative and try positions and situations found in the videos watched.

Overall, the IFOP survey proves the consumption of adult materials to be increasingly transparent within relationships, with both partners aware of the other’s viewing habits and preferences.

“By giving couples a way to break their routine, pornography has changed and may now become meaningful in a marital setting, where it appears to be a way of spicing up a couple’s sex life,” reports IFOP Research Director Francois Kraus.

The IFOP survey was conducted over the Internet, December 19 – 26, 2013, on a sample of 1,023 people, representative of the US population, aged 18 and over. The representativeness of the sample was ensured by the quota method (gender, age, income, marital status) after stratification by region. Due to the intimate nature of the subject addressed, IFOP chose a method of auto-administration by computer, removing the bias created by the presence of an interviewer. This allowed for freer expression by individuals who would not have wanted to discuss certain subjects in the presence of an interviewer, or a person from their household.

Cam4 Director of Marketing and Sales Jas Kase says, “Many of the pre-conceived notions people have about porn, webcam shows, and the adult industry as a whole are unfairly based on outdated information, taboos, and media myths. The statistics show pornography has fully integrated itself into our society and can be utilized as a positive, healthy way for people to explore their sexuality.”

All-inclusive and richly diverse since 2007, Cam4 has provided a webcam-based portal for straight, gay, bisexual, and trans to participate and connect across countries, language, sexes, and sexual preferences. The site is available in 41 different languages, reaching models and voyeurs in countries such as France, Brazil, Romania, Germany, and many additional locations other cam sites regularly block, such as Colombia.

Featuring more community aspects than a traditional cam site, Cam4 members are primarily amateurs who perform mostly for fun or to meet people. Broadcasting a cam show, watching cam shows, and chatting with performers is absolutely free.