We build on both our theoretical and empirical work on modelling the demand for paid sex (Della Giusta et al., 2009a, 2009b) and examine the demand for paid sex, considering the effects of risky behaviours and attitudes to relationships and to women on demand. We find that those who declare to have purchased sex have both different socio-demographics (older, with fewer children, more educated but with lower professional status), and different sexual and risky behaviours as well as attitudes to relationships. As expected in the light of findings in the literature (well summarised in a 2004 Urban Studies special issue and in more recent literature) a clear city effect in the sample, mostly driven by London, which goes beyond the attitudes captured in the survey and thus combines a mixture of factors related to the supply of paid sex and unobserved characteristics of city-dwelling respondents.