The verdict is in — anal play is increasingly becoming commonplace for straight and gay couples. Why? As sex educator, writer and feminist adult filmmaker Tristan Taormino said, “the asshole is the most democratic of all orifices—we all have one!”

Last year, U.K. sex toy retailer Lovehoney allowed researcher Jon Millward to analyze its more than 1 million sex toy purchases and 45,000 product reviews to reveal what consumers are buying. Among Millward’s findings was that single straight men frequently buy butt plugs for solo play. Women also are becoming more open about anal play. A recent article by Bustle reported on a survey by Cam4 that queried 8,000 women about their orgasms.