This study of consumers of erotica is based upon observational data from adult movie theaters, bookstores, and arcades, and upon indepth questionnaires from two samples of movie theater patrons. Data from over 4000 observations and 251 questionnaires were compared. The average consumer of erotica in San Francisco appears as a white, middle-aged, married male, neatly attired and shopping alone. Questionnaire data reveal that these patrons are also well-educated, highly paid, and employed in white-collar or above occupations. Most consumers lead an active and varied sex life and report that involvement in the erotic marketplace increases their social and sexual interaction.