A recent study in Great Britain by YouGov finds that sexual identity is increasingly considered a matter of choice—and a choice that might change depending on a variety of factors.

While 72 percent of all Britons say they’re exclusively heterosexual and 4 percent would say they’re exclusively homosexual, those figures change drastically when you look at the numbers for 18- to 24-year-olds. A full 49 percent of these young British Millennials would classify themselves as something other than completely heterosexual.

In a study by the dating site Her, women attracted to other women are often dropping the label lesbian. The poll found that 27 percent of women who admit to a same-sex attraction are using the term bisexual (up from the 16 percent who used the term last year), while 9 percent say they can’t be defined by a label (up from 1 percent last year).

“It’s not about women exploring their sexuality,” says Robyn Exton, who founded the Her app. “I think it’s about them understanding their sexuality better. It’s less, ‘Am I gay? Am I not gay?’ and more confident that it just doesn’t matter; it’s the person you like.” (Slate, Independent)