The national average worldwide was 10.5 sexual partners per lifetime, according to the Britain-based Durex Internet survey of 100,000 people.

A Durex spokesman said his company is confidant the Chinese market will be a very good one.

A decade ago that might have been unthinkable, but as China has opened to the West, the attitudes of young people have changed towards sex, Sky News reported Sunday.

"Because of that, the older generation doesn't know much about sex. They don't understand it. But for us it's different," Sally Li, who was with friends at a Beijing bar, said. She added, "In the past, if you slept around the police would arrest you."