I’d argue that the vast majority are still (what would be considered) vanilla. Post-Fifty-Shades and recent BDSM/S&M references in popular music videos, it’s become more accepted publically, and somehow it’s trendy to be kinky (all though the term is subjective).
Sources vary some, but I found these numbers in this article to coincide with much of my other research:
“a 1990 Kinsey Institute report states that 5 to 10 percent of the U.S. population engages in sadomasochism (BDSM) at least an occasional basis. Around 11 percent of men and 17 percent of women reported trying bondage. And a 2005 survey conducted by Durex reports that 36 percent of adults in the United States use masks, blindfolds, and bondage tools during sex, compared to 20 percent worldwide.”
The difference between engaging in BDSM and borrowing elements from it, such as blindfolds and masks, is significant. We also generally like to think of ourselves as kinkier than we are. I think you’ll still find that the majority are still “vanilla”, and that many simply like to “front”.