Sexual Revolutionaries Mature: Baby Boomers Seek Relationship Satisfaction

BOTHELL, Wash. and INDIANAPOLIS, June 22 /PRNewswire-FirstCall/ -- Compared to all the attention paid to how the baby boomer generation is aging and preparing for retirement, relatively little has been said about how their relationships are faring. According to a new survey conducted by Harris Interactive(R) of 2,000 married baby boomer men and women aged 40-70, when it comes to the success of their relationships, 84 percent of baby boomers(1) rank physical intimacy(2) as being important or very important. In fact, the number of boomers in the survey who rank physical intimacy as important to a successful relationship is higher than having enough money (72 percent) or even good health (78 percent).(3)

The survey also found that only half (50 percent) of boomers surveyed are satisfied with the physical intimacy in their relationship, and 41 percent of men and 43 percent of women desire more emotional intimacy(4) in their relationships. With so much room for improvement, it may be time for baby boomers to assess their rIQ (Relationship Intelligence Quotient).

Lilly ICOS LLC , the maker of Cialis(R) (tadalafil),(5) has launched the rIQ campaign to help couples gain insight into the role of emotional and physical intimacy. rIQ includes advice from relationship experts and best-selling authors Dr. Bob Berkowitz, clinical sexologist and iVillage Web show host, and Dr. Joy Browne, clinical psychologist and radio and television talk-show host. The campaign also includes the rIQ quiz that men and women can take to learn about their own relationship intelligence.

"For a lot of boomers, sex is expected, anticipated, valued and an important part of life. Not only are they living longer, looking better, and feeling peppier, but they want it all -- great sex, emotional closeness, and intimacy in all its glory, even while maintaining busy, active, physical, fulfilling, challenging (occasionally stressful) lives well beyond what their grandparents, or even parents could have dreamed," said Dr. Browne. "The survey findings mirror what I hear from callers to my radio program nearly every day. Boomers want emotional and physical intimacy, yet many are unclear about what to do specifically when they don't have the happiness, success, and closeness in the bedroom that they view as their birthright."

The Sexual Evolution

Fifty-eight percent of baby boomers rate the overall quality of their relationship as "excellent," but 44 percent of the baby boomers surveyed admit the physical intimacy in their relationship is worse now than when the relationship first began. This feeling was shared by both sexes, with 66 percent of male participants and 44 percent of females wishing for more physical intimacy with their partner.

Satisfaction with physical intimacy seems to have a direct impact on how satisfied baby boomers are emotionally. Importantly, those who had sex more often -- once a week or more -- were substantially more likely to be satisfied with their emotional intimacy.

* According to the survey, 76 percent of baby boomers who have sex once or more per week are satisfied with their relationship's emotional intimacy. In contrast, only 54 percent of those who have sex once or a few times per month, and 41 percent of those who engage in sex only a few times a year or less, are satisfied with their emotional intimacy.

* Survey participants who are satisfied with the physical intimacy in their relationship are three times more likely to report being satisfied with their relationship's emotional intimacy than those who report feeling dissatisfied with physical intimacy.

What's Preventing Boomers From Being Physically Intimate?

Baby boomers are most likely to cite "being tired" as a barrier to physical intimacy. In fact, 67 percent of men and 59 percent of women experienced this barrier. Stress and anxiety are barriers for 47 percent of men and 41 percent of women. Work/job rounded out the top three barriers, affecting 38 percent of men and 31 percent of women.(6)

Erectile dysfunction (ED) is also identified as a barrier to physical intimacy. Nearly four out of 10 men and women (37 percent) surveyed say they have experienced ED in their relationship. ED affects not only the physical intimacy in these relationships but the emotional intimacy as well. Over half of boomers (55 percent) who experienced ED in their relationship feel physical intimacy declined, and 35 percent say their emotional intimacy declined.

"Whether a relationship barrier is stress, poor communication or a condition such as erectile dysfunction, physical intimacy can be hindered and affect the overall relationship," said Dr. Berkowitz. "ED is more common than you might think. Without recognition and appropriate treatment, this barrier can cause serious harm in a relationship. We know, as this boomer survey affirms, that physical and emotional intimacies are inextricably linked. Both are so essential to building and nurturing healthy and happy relationships."

Dr. Berkowitz added, "ED does not have to be a relationship barrier. Treatment options are available. A man and his partner should consider talking to a doctor to determine if a medication or another therapy could help."

How Do Baby Boomers Keep Intimacy Alive?

The survey findings also shed light on what baby boomers feel are crucial steps for a successful and intimate relationship. Approximately 53 percent of baby boomers say "couple time," or time spent only with their partner, is the best way to keep intimacy alive in their relationship.(7) Dr. Berkowitz continued, "Couples should make time for one another, make time away from work and remove barriers to spending quality time together, just the two of them. This should be time set aside to focus on why they are together -- what they valued and still value about each other."

According to Drs. Browne and Berkowitz, the cornerstone of a successful relationship is actively communicating and listening so that problems can be raised and openly discussed. Nearly all survey respondents (98 percent) say good communication is the key for a successful relationship.

Those curious about their own rIQ can visit http://www.cialisriq.com/ and obtain relationship tips from Drs. Browne and Berkowitz, view interesting survey statistics, and assess their own Relationship IQ score by taking a short rIQ quiz.

Survey Overview

The survey was conducted online by Harris Interactive on behalf of Lilly ICOS LLC among 1,012 men and 1,013 women ages 40 to 70 in committed (five or more years) romantic relationships within the United States between March 27 and March 31, 2006. Figures for education, age, sex, race/ethnicity, region and income were weighted where necessary to bring them into line with their actual proportions in the population. Propensity score weighting also was used to adjust for respondents' propensity to be online.

With pure probability samples, with 100 percent response rates, it is possible to calculate the probability that the sampling error (but not other sources of error) is not greater than some number. With a pure probability sample of 2,025 adults, one could say with a 95 percent probability that the overall results have a sampling error of +/- 3.2 percentage points and +/- 4.4 percentage points each for the men and women samples. Sampling error for the various sub-sample results is higher and varies. However, that does not take other sources of error into account. This online survey is not based on a probability sample and therefore no theoretical sampling error can be calculated.

About ED

ED is defined as the consistent inability to attain and maintain an erection sufficient for sexual intercourse. ED affects an estimated 189 million men worldwide.(8) Experts believe that 80 - 90 percent of ED cases are related to a physical or medical condition, like diabetes, cardiovascular diseases, and prostate cancer treatment, while 10 - 20 percent are due to psychological causes.(9,10) In many cases, however, both psychological and physical factors contribute to the condition.(11)

About Cialis

Cialis(R) (tadalafil) is approved for the treatment of erectile dysfunction and is the only oral ED tablet clinically proven to work up to 36 hours. Cialis is available by prescription only and is not for everyone. Men taking nitrates, often used for chest pain, should not take Cialis. Such a combination could cause a sudden, unsafe drop in blood pressure. The most common side effects with Cialis were headache, upset stomach, delayed backache or muscle ache. As with any ED tablet, in the rare event of priapism (an erection lasting more than four hours), men should seek immediate medical attention to avoid long-term injury. Men should not drink alcohol in excess with Cialis.

Cialis does not protect a man or his partner from sexually transmitted diseases, including HIV. In rare instances, men taking prescription ED tablets (including Cialis) reported a sudden decrease or loss of vision. It's not possible to determine if these events are related directly to the ED tablets or to other factors. If a man has a sudden decrease or loss of vision, he should stop taking any ED tablet and seek immediate medical attention. Men should discuss their medical conditions and all medications with their doctors to ensure Cialis is right for them and that they are healthy enough for sexual activity.

Individual results may vary. Cialis has not been studied for multiple attempts per dose. Cialis is not indicated for relationship improvement. For full patient information and/or full prescribing information, visit http://www.cialis.com/.

About Lilly ICOS LLC

Lilly ICOS LLC, a joint venture between ICOS Corporation and Eli Lilly and Company , developed tadalafil for the treatment of erectile dysfunction.

ICOS Corporation, a biotechnology company headquartered in Bothell, Washington, is dedicated to bringing innovative therapeutics to patients. ICOS is working to develop treatments for serious unmet medical conditions such as benign prostatic hyperplasia, hypertension, pulmonary arterial hypertension, cancer and inflammatory diseases. Additional information about ICOS is available at http://www.icos.com/.

Lilly, a leading innovation-driven corporation is developing a growing portfolio of first-in-class and best-in-class pharmaceutical products by applying the latest research from its own worldwide laboratories and from collaborations with eminent scientific organizations. Headquartered in Indianapolis, Ind., Lilly provides answers -- through medicines and information -- for some of the world's most urgent medical needs. Additional information about Lilly is available at http://www.lilly.com/.

P-LLY

Except for historical information contained herein, this press release contains forward-looking statements within the meaning of the Private Securities Litigation Reform Act of 1995. Such forward-looking statements are based on current expectations, estimates and projections about the industry, management beliefs and certain assumptions made by the management of ICOS and Lilly. Investors are cautioned that matters subject to forward-looking statements involve risks and uncertainties, including economic, competitive, governmental, technological, legal and other factors discussed in the two companies' respective filings with the Securities and Exchange Commission, which may affect the business and prospects of the two companies and Lilly ICOS. Results and the timing and outcome of events may differ materially from those expressed or implied by the forward-looking statements in this press release. More specifically, there can be no assurance that Cialis will achieve commercial success or that competing products will not pre-empt market opportunities that might exist for the product.

REFERENCES (1) "Baby boomer" refers to survey participants aged 40-70.

(2) Physical intimacy is defined as physical closeness such as hand- holding, kissing, cuddling and sexual intercourse.

(3) rIQ Survey Results Report, Harris Interactive, sponsored by Lilly ICOS LLC. The survey asked more than 2,000 married U.S. baby boomer men and women (aged 40-70) about the emotional and physical state of their romantic relationships.

(4) Emotional intimacy is defined as the non-physical components of personal connection in close romantic relationships, like mutual communication and understanding, as well as the sharing of personal hopes, fears and desires with each other.

(5) Cialis(R) is a registered trademark of Lilly ICOS LLC.

(6) rIQ Survey Results Report, Harris Interactive, sponsored by Lilly ICOS LLC.

(7) rIQ Survey Results Report, Harris Interactive, sponsored by Lilly ICOS LLC.

(8) Data were extrapolated from Feldman HA, Goldstein I, Hatzichristou DG, Krane RJ. Impotence and its Medical and Psychosocial Correlates: Results of the Massachusetts Male Aging Study, Journal of Urology. Vol. 151, 54-61, January 1994 and World Population Projection Program Of United Nations (2002 Revision) with indirect standardization.

(9) Shabsigh, R. (2002). Back To Great Sex: Overcome ED and Reclaim Lost Intimacy. New York: Kensington.

(10) Diseases and Conditions: Impotence, http://www.impotence.org/FAQ/index.asp. Data accessed 11/20/03.

(11) Lue, Tom F. Erectile Dysfunction. N Engl J Med 2000; 342: 1802-1813.

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