I prefer it at night. I am not a morning person. It takes me hours to wake up, so I don't really feel like I get the full experience in the morning. I am still groggy and don't always remember the mornings! Most of the men I have asked say they prefer it in the morning. I think that is where there has to be give and take. If I ever start dating again, I think it is important that both the man and I compromise. If he likes it in the morning, and I like it at night, we can do a little of both.