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The average age of Viagra users has trended downward since the introduction of the little blue pill in 1998. More men in their 20s and 30s are seeking prescriptions for the erectile dysfunction drug.
Over the two decades since the 1998 introduction of Viagra, the profile of its typical user has evolved significantly.
The average age of those using the pill has trended downward, as more and more younger men seem to rely on the medication to overcome erection problems that are sometimes either imagined or far less serious than they think they are.
At Viagra’s launch in early 1998, the target of its marketing campaign was older men who found it increasingly difficult to get and keep an erection naturally.
The little blue pill, its developer boasted, could temporarily restore near-normal blood flow to the penis, thus facilitating erection in men whose vascular health had been compromised by unhealthy lifestyle choices or disease.
Dole Was an Early Spokesman
An early spokesman for Viagra was former U.S. Senator Bob Dole, the unsuccessful Republican candidate for president in the 1996 election. In his mid-70s when his TV ads touting Viagra first aired, Dole was a prostate cancer survivor.
He’d participated in some of the early trials for Viagra and recounted how the drug had helped him overcome the erectile dysfunction caused by treatments for his cancer.
Contrast Viagra’s early commercial messages with some of its TV ads in more recent years, which typically showcase a young woman lounging across a bed in a tropical setting. In one such commercial, the young lady observes that while it’s fun to curl up in bed with her favorite book, she’d much rather curl up in bed with her favorite man.
But, she points out, half of all men over the age of 40 suffer from some degree of erectile dysfunction, a problem that can be easily addressed with Viagra. And, she stresses, “you only take it when you need it.”
Younger Demographic Targeted
These more recent ads are clearly targeted at a younger demographic than the early commercials for the little blue pill. And to any who doubt their impact on that target market, a recent Italian study indicates that men are going to their doctors with complaints about ED at a much younger age than once was the case.
The study, published in a recent issue of European Urology Focus, looked at the ages of 1,586 men who sought first-time treatment for ED at a single academic center between the years of 2005 and 2017.
Researchers found that the probability that a man under 40 presented at the center with complaints of ED had increased from 13.5 percent in 2006 to 21.7 percent in 2017.
The Italian study also found that men presenting with symptoms of ED in the closing years of the study period were typically healthier overall than had been the case earlier.
Researchers also observed that complaints of ED were more common in men with a history of smoking as well as men who reported that they were physically active on a regular basis.
Recreational Use on the Rise
An earlier study, published in the July 2012 issue of The Journal of Sexual Medicine, called attention to a troubling trend of abuse of oral ED drugs by young men who have no symptoms of ED but are using the drugs recreationally.
It warned that recreational use of these drugs by healthy young men could easily lead to psychogenic erectile dysfunction.
Viagra and the other PDE5 inhibitors that have followed it to market have revolutionized the treatment of erectile dysfunction caused by insufficient blood flow to the penis, the single largest cause of male impotence.
However, reliance on these drugs as a crutch for young men who don’t really need them is a trend that should be discouraged before it creates a psychic dependence that need not exist otherwise.
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