New research has unveiled a surprising title for the historic cathedral city of Gloucester, identifying it as the unofficial capital of BDSM interest in the United Kingdom. The analysis, which scrutinised more than 200,000 search queries from across the country, found that a significant portion of adult platform searches originating from Gloucester were strictly related to BDSM-adjacent terms.
Beyond the Cathedral Spires: A Kinky Crown
While Gloucester is traditionally famed for its Gothic cathedral spires – a Harry Potter filming location – its world-famous cheese, and the nearby Forest of Dean, this data reveals a more risqué local interest. The study, conducted by escort website Erobella, showed that 11% of all adult content searches in the Southwestern city were dedicated to BDSM themes.
This placed Gloucester at the top of the list for UK cities, ahead of expected metropolitan hubs. Notably, London did not feature in the top 20. The ranking saw Salford in second place, followed by Sunderland in third and Wakefield in fourth. Other unexpected entries included Ipswich in seventh and Peterborough in ninth position.
Regional Hotspots and Surprising Leaders
While Gloucester led the city rankings, three specific UK locations recorded even higher concentrations of BDSM-related search interest. The North East region registered a 12% search rate. More strikingly, the Merseyside town of St Helens, located just outside Liverpool, claimed a 16% share.
The most significant figure, however, emerged from West London. Contrary to any assumptions of conservatism, 23% of all adult content searches in the borough of Hounslow were strictly BDSM-related, marking it as the area with the most concentrated interest in the UK.
The Spending Disconnect: Searches vs. Purchases
Despite its top ranking for online curiosity, Gloucester residents appear more hesitant to translate their searches into tangible purchases. According to Lovehoney’s Sex Map for 2025, the city ranks a modest 631st out of 907 locations for sex toy sales.
Specifically for vibrators, Gloucester placed 652nd. When locals do buy, however, they don't compromise on size: the average vibrator purchased measures 6.8 inches in length with a 4.4-inch girth.
The title for the UK's dildo capital goes elsewhere. Residents of Hereford, just an hour from Gloucester, buy the largest toys on average. The typical dildo purchased there is 7.13 inches long – comparable to a standard pencil, manual toothbrush, or mid-sized banana.
Sexologist Gigi Engle of sextoys.co.uk notes the long history of such aids, stating they have existed "as long as humans have." Archaeological evidence supports this, including a 28,000-year-old object found in a German cave and a 16cm phallus-shaped toy uncovered at a Roman fort on Hadrian's Wall in 2023.
A version of this article was first published on June 6, 2025.
