Despite mainstream media and false cultural beliefs that men, who are said biologically driven to procreate; and view female sexuality more conservatively (thus the societal double standard) are found to be more tolerant of multiple sex partners or promiscuity and more honest about their sexual history than women.
Here's a typical under investigated study:
"Males 30-44 report an average of 6-8 female sexual partners in their lifetime (Mosher, Chandra, & Jones, 2005).
Females 30-44 report an average of 4 male sexual partners in their lifetime (Mosher, Chandra, & Jones, 2005). "Source: www.ncbi.nlm.nih.gov/pubmed/16250464
Yet this study is relied upon the integrity of the participants. When the veracity of their claims are put to scrutiny, men are shown to not deviate far from their average numbers but women's are nearly doubled in quantity of sexual partners. A study where a fake lie detector test was applied proves these results:
"Women are more likely than men to lie about their sex lives, reveals a new study. Women's coyness about their sexual behaviour was unveiled by a US study involving a fake lie detector test.
Women change their answers depending on whether or not they believe they will be caught out not telling the truth, the researchers found. The number of sexual partners a woman reported nearly doubled when women thought they were hooked up to a lie detector machine.
Women who thought their responses might be read said they had had an average of 2.6 sexual partners, compared with 3.4 partners for those who thought their answers were anonymous. But those who thought they would be caught out by the polygraph reported an average of 4.4 partners.
In contrast, men's answers did not vary significantly. Those attached to the lie-detector reported an average of 4.0 partners compared with 3.7 for men who thought their answers would be read."