A major survey by AshleyMadison.com, the world's largest extra-marital dating site, has revealed a surprising number of UK men and women are increasingly taking "sex selfies" yet having sex less frequently.
And there I was thinking the "belfie" was still a hot topic.
According to the report, 71 of women have taken a "sex selfie", compared with 60.19 globally.
Does this mean I'm not the only one who's seen the very private parts of a friend's significant other emblazoned across an iPhone screen before I've even met the owner of said parts face-to-face?
Trust me when I say it's a hard task digging yourself out of a hole after you accidentally mention their secret nipple piercing and/or tattoo.
"Sex selfies" were also popular in Taiwan and Japan, whereas in France 38 of women said they prefer the "solo sex selfie" without their partner.
It seems men and women are still feeling frisky despite claiming they have sex with their partners just once a month on average.
"We've seen a worldwide explosion of selfies over the last few years, and I think the 'sex selfie' is just the next logical step on from that," Christoph Kraemer, AshleyMadison.com's European Communications Director told MyDaily.
"When we've become so involved in how we present ourselves and what we look like in both our public and our private lives it's no wonder the selfie has found its way into the bedroom."
He added: "Sexual practices are changing fast in the digital world along with other aspects of our lives," concluding that the "sex selfie is no longer a niche preference" and is becoming more "mainstream".
In fact they're so popular there's even a Twitter account dedicated to the practice, which comes complete with the tagline: "Getting f*cked? F*cking someone? Take a selfie." We're not sure we'd advise looking at the NSFW feed - what is seen can't be unseen. *Shudders*
When asked whether he felt the "sex selfie" were meant for a type of voyeurism Christoph remarked: "We used to refer to the lipstick mark on the collar, and now there's the digital lipstick.
"People are unaware that what they share on social media, by SMS or on Whatsapp can be tracked and seen elsewhere. I would think most 'sex selfies' are taken purely for personal use."
MORE! Find out what your selfie says about you...