Online Coupon Opinion Profile by MyType

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MyType 2010


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Table of Contents

Executive Summary ............................................................................................3Other Key Findings.................................................................................................................. 4

Demographics.....................................................................................................................................4Psychographics ..................................................................................................................................4

About Deals.com .................................................................................................5About MyType ......................................................................................................................... 5

Online Coupon Opinions ....................................................................................6Guide to Reading the Charts ..............................................................................7Demographic Opinion Breakdown.....................................................................8

Age ..........................................................................................................................................9Gender................................................................................................................................... 10Household Income................................................................................................................. 11Primary Race......................................................................................................................... 12Location ................................................................................................................................. 14Education Level ..................................................................................................................... 15Parenthood ............................................................................................................................17

Psychographic Opinion Breakdown................................................................18Personality.............................................................................................................................20

Personalities Likely to be Coupon Lovers.........................................................................................20Personalities Likely to be Coupon Abstainers ..................................................................................21Highly Held Values ...........................................................................................................................23Non-Held Values...............................................................................................................................24

Interests................................................................................................................................. 26Political Orientation................................................................................................................ 28Religiosity .............................................................................................................................. 29Media Consumption............................................................................................................... 30Concern for the Environment................................................................................................. 31Seven Sins ............................................................................................................................32Work Culture Preference ....................................................................................................... 33

Survey Sample Compared to the US ...............................................................35The Raw Numbers................................................................................................................. 36Age, Gender and Personality Normalization ......................................................................... 36Household Income Distribution.............................................................................................. 37Primary Race Distribution...................................................................................................... 38Regional Distribution ............................................................................................................. 40Education Level Distribution .................................................................................................. 41


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Methodology ......................................................................................................42Data Collection ...................................................................................................................... 42

Question Refinement ........................................................................................................................42Data Refinement.................................................................................................................... 43Sample Normalization ........................................................................................................... 43Psychological Assessments .................................................................................................. 43Personality ........................................................................................................................................43

Values...............................................................................................................................................44Likelihood Calculations.......................................................................................................... 45Statistical Significance........................................................................................................... 45


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0%

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25%

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Imaginative, upper-middleclass mothers Insecure, low-incomemen General Population

PsychographicsofOnlineCouponUsage

Coupon Lovers Coupon Abstainers

Executive Summary

Deals.com commissioned MyType, a personality-typing application for Facebook users, to

survey 8,566 US residents to reveal the personality traits, values, demographics and interests

that drive differences in opinion regarding coupons for online purchases. Of the five distinct

opinions that emerged, this report focuses on two: those who regularly search for online

coupons (coupon lovers) and those who prefer not to use them (coupon abstainers).

Imaginative, upper-middle class mothers stand out as quintessential coupon lovers, whereas

insecure, low-income men are classic online coupon abstainers.

Imaginative, upper-middle class mothers are 2.5 times more likely than others to be onlinecoupon lovers, and only a quarter as likely to be coupon abstainers. Insecure, low-income menare 2.3 times more likel to be cou on abstainers and onl a fifth as likel to be cou on lovers.


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OTHER KEY FINDINGS

DEMOGRAPHICSGender Women are 67% more likely than men to be coupon lovers. Men are 27% more

likely to be coupon abstainers.

Household Income People with household incomes in excess of $100,000 per year are

roughly 2 times more likely to be coupon lovers and only half as likely to be coupon

abstainers as those in households earning less than $25,000 per year.

Education Level College-educated people are 78% more likely than the non-college

educated to be coupon lovers.

Parenthood Parents are 48% more likely than non-parents to be coupon lovers.

PSYCHOGRAPHICSPersonality Extraverts and imaginative people are respectively 47% and 25% more likely

than others to be online coupon lovers. Insecure people are 34% more likely than others tobe coupon abstainers.

Values People who highly value tradition and self-direction are 97% and 63% more likely

than others to be coupon lovers, respectively. Those who do not value achievement or

stimulation are 57% and 30% more likely, respectively, to be coupon lovers.

Interests People who identify with just about any of the 27 measured interests are more

likely to be coupon lovers. Most notable are those who are interested in home and garden

(64% more likely), finance (50%), shopping (46%), the Internet (35%), business (34%),

and/or family (33%). Only those interested in science are more likely (by 20%) than others

to be coupon abstainers.

Religiosity Devoutly religious people are 31% more likely to be coupon lovers and

substantially less likely to be coupon abstainers.

Concern for the Environment People who consider the environment of utmost

importance are 37% more likely to be coupon lovers than those who are less concerned

about the environment.

Seven Sins The greedy are over two times more likely than others to be coupon lovers,

while overeaters and the proud are each 60% more likely. The angry, on the other hand,

are well over two times more likely to be coupon abstainers.

Work Culture Preference People who identify social responsibility as the most important

element of a good work culture stand out as 151% more likely to be coupon lovers than

abstainers.


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MyType 2010 |5

About Deals.com

Deals.com is brought to you by a team of Internet professionals who are passionate aboutfinding great buys at super low prices. We scour the Web to find the best coupons, promocodes, close-out and clearance sales, deals, exclusive offers, rebates and savings, updated

daily.

Deals.com is constantly evolving and is always adding new features designed to help you shopsmarter, so visit often and give us feedback!

ABOUT MYTYPEMyType provides personality and other psychological surveys to Facebook users, making it fun

and easy to share and compare results with friends. Over 700,000 people have completed our

primary personality survey, and thousands more complete it each day. For a custom

demographic and psychographic opinion profile, contact us:

[email protected]

201-285-8271

6 Leo PlaceWayne, NJ 07470

Cotter [email protected] 777 2901515 S. Congress Ave. Ste 700Austin, TX 78704


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MyType 2010 |6

Online Coupon Opinions

In August 2010, Deals.com sponsored the insertion of a question about online coupons into

two of MyTypes psychology surveys. After removing suspicious survey submissions, as

described in the Data Refinement section, 8,566 submissions by US resident users remained.

This raw sample was normalized to be representative, in terms of age, gender and personality,

of the general population living in the United States between the ages of 13 and 49. The

normalized sample has income, race, region and education level distributions that are fairly

representative of the US as well. For a detailed breakdown of the differences between the

survey sample and the general US population, see the section entitled Survey Sample

Compared to the US.

The online coupon question asked

respondents to complete the statement

Online coupons are something that I.

The response breakdown is depicted inthe pie chart to the right. We refer to

those who answered browse/search for

on a regular basis as coupon lovers,

and those who answered prefer not to

use as coupon abstainers. This report

focuses on these two opinion segments.

All other respondents are lumped

together into the opinion segment

everyone else.

The remainder of this report focuses on

how more or less likely different

demographic and psychographic

population segments are to be coupon

lovers and coupon abstainers.


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Guide to Reading the Charts

The three opinion segments coupon lovers, coupon abstainers, and everyone else are

defined in the section above, Online Coupon Opinions. Most charts in this report display how

more or less likely people in a given population segment are, when compared to others, to

belong to each of these three opinion segments. The example religiosity chart, for instance,

shows that devoutly religious

people are 1.31 times more likely

to be coupon lovers than others,

where others refers to everyone

who did not self-identify as

devoutly religious: the somewhat

religious; the spiritual, not

religious; and the non-religious,

non-spiritual. This figure can also

be stated as devoutly religious

people are 31% more likely than

others to be coupon lovers.

Turning our attention to the green

bar, devoutly religious people are

only 0.7 times or roughly two-

thirds as likely as others to be

coupon abstainers. Note that a

likelihood ratio above 1 means

more likely and below 1 means

less likely than others.

The likelihood ratio for population segment P relative to opinion segment O is calculated with

the following simple formula:

The percentage of P that falls in OLikelihood Ratio of P to O =

The percentage of the entire sample, except P, that falls in O

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DevoutlyReligious

SomewhatReligious

Spiritual, notreligious

Non-religious,non-spiritual

Online Coupon Usage by

Religiosity

Coupon Lovers Coupon Abstainers Everyone Else

This chart shows that devoutly religious people are 1.31times more likely than others to be coupon lovers, andonly 0.7 times as likely to be coupon abstainers. Spiritual,

non-religious people, on the other hand, are nearly 1.4times more likely than others to be coupon abstainers.


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Demographic Opinion Breakdown

Women, the upper class, Northeasterners, the

college-educated and parents are all more likely to

be coupon lovers. We examined populationsegments with different combinations of up to three

of these traits. Mothers with household incomes in

excess of $75,000 stand out as 55% more likely

than others to be coupon lovers.

Men, low-income earners, those without a collegedegree and non-parents are all more likely to becoupon abstainers. In terms of trait combinations,men who did not pursue education beyond high

school and earn less than $50k stand out as 60%more likely than others to be coupon abstainers.

Age The middle-aged are more likely than younger generations to have a strong opinion

about online coupons.

Gender Women are 67% more likely than men to be coupon lovers, and men are 27%

more likely to be coupon abstainers.

Household Income People with household incomes in excess of $100,000 per year are

roughly 2 times more likely to be coupon lovers and only half as likely to be coupon

abstainers as those in households earning less than $25,000 per year.

Primary Race Among US residents, three East Asian groups are all over two times more

likely than others to be coupon lovers: Vietnamese, Chinese and Japanese.

Location Northeasterners are 66% more likely than West Coasters to be coupon lovers.

Education Level College-educated people are 78% more likely than the non-college

educated to be coupon lovers.

Parenthood Parents are 48% more likely than non-parents to be coupon lovers.

Upper-middle class mothers are morelikely than others to be coupon lovers.


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AGEPeople in their 40s are more likely than younger generations to have a strong opinion aboutonline coupons. They are both 33% more likely to be coupon lovers and 25% more likely to becoupon abstainers. chart guide

The sample was normalized to represent the age distribution within the general US population.

Bold numbers are statistically significant at p < 0.10.

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Online Coupon Usage By Age


Age Coupon Lovers Coupon Abstainers Everyone Else

13-17 0.48 0.94 1.08

18-23 0.81 0.69 1.08

24-29 1.15 1.03 0.98

30-39 1.08 1.01 0.99

40-49 1.33 1.25 0.93

13-17 0.48 0.94 1.08


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GENDERWomen are 67% more likely than men to be coupon lovers, and men are 27% more likely to be

coupon abstainers. chart guide

The sample was normalized to represent the gender distribution within the general US

population. Bold numbers are statistically significant at p < 0.10.

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Men Women

Online Coupon Usage by Gender


Gender Coupon Lovers Coupon Abstainers Everyone Else

Men 0.6 1.27 1.02

Women 1.67 0.79 0.98


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HOUSEHOLD INCOMEIn general, people in higher income brackets are more likely to be coupon lovers and less likely

to be coupon abstainers than those in lower brackets. People with household incomes in

excess of $100,000 per year, for instance, are roughly 2 times more likely to be coupon lovers

and only half as likely to be coupon abstainers as those in households earning less than

$25,000 per year. After accounting for the effect of age, the same basic relationship between

household income and coupon usage holds, as can be seen in the table below. chart guide

Bold numbers are statistically significant at p < 0.10. Age-controlled numbers are in

parentheses.

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Less than$25k

$25-50k $50-75k $75-100k $100-200k More than$200k

Online Coupon Usage by Household

Income


Age Coupon Lovers Coupon Abstainers Everyone Else

Less than $25k 0.67 (0.73) 1.29 (1.40) 1.01 (1.00)

$25-50k 0.88 (0.87) 1.31 (1.31) 0.98 (0.97)

$50-75k 1.15 (1.12) 0.87 (0.86) 1.00 (1.01)

$75-100k 0.83 (0.79) 0.78 (0.77) 1.06 (1.10)

$100-200k 1.64 (1.55) 0.61 (0.58) 0.98 (0.99)

More than $200k 1.41 (1.40) 0.65 (0.65) 1.00 (1.01)


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PRIMARY RACEAmong US residents, three East Asian groups are all over two times more likely than others to

be coupon lovers: Vietnamese, Chinese and Japanese. In contrast, Middle Eastern US

residents are over 2.5 times more likely to be coupon abstainers. Interestingly, Indians are

extremely unlikely to be coupon abstainers, with an association score of only 0.19. chart guide

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Online Coupon Usage by Primary Race


Primary Race Coupon Lovers Coupon Abstainers Everyone Else

American Indian 0.24 0.59 1.16

Black 0.91 1.09 1

Chinese 2.18 0.71 0.9

Filipino 0.93 1.15 0.99

Hispanic 0.7 1.07 1.03

Indian 0.87 0.19 1.14

Japanese 2.01 0.44 0.96

Korean 1.03 0.29 1.1

Middle Eastern 0.89 2.59 0.78


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Primary Race Coupon Lovers Coupon Abstainers Everyone Else

Other Asian 0.74 1.31 0.99

Pacific Islander 0.086 0.45 1.2

Vietnamese 2.58 1.14 0.78

White 1.05 1.07 0.98


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LOCATIONNew Englanders and those from the Mid-Atlantic region lead the way in the regular pursuit of

online coupons. These Northeasterners are 66% more likely than people from the West Coast

(Pacific division) to be coupon lovers. The West North Central Division, made up of Iowa,

Kansas, Minnesota, Missouri, Nebraska, North Dakota and South Dakota, stands out for its

high proportion of coupon abstainers. chart guide

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Online Coupon Usage by Location


Census Division Coupon Lovers Coupon Abstainers Everyone Else

New England 1.31 0.95 0.97

Mid-Atlantic 1.49 0.92 0.95

South Atlantic 1.02 0.94 1.01

East South Central 0.94 0.91 1.02East North Central 0.88 0.98 1.02

West North Central 1.11 1.38 0.93

West South Central 1.02 0.83 1.02

Mountain 1.14 1 0.98

Pacific 0.8 0.98 1.03


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EDUCATION LEVELIn general, those with more formal education are more likely to be coupon lovers and less

likely to be coupon abstainers than those with less education. College-educated people, for

instance, are 78% more likely than the non-college educated to be coupon lovers.

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Whencontrolling for age, the relationship between higher education levels and regular coupon usage

is somewhat weakened but still significant, while the relationship between lower education

levels and avoiding coupons is strengthened. chart guide

1Those who answered some college to the education level question were not included in either the college-educated or non-college educated groups. Since the vast majority of these respondents are currently enrolled incollege, their college-educated status is ambiguous.

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Online Coupon Usage by Education Level



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Bold numbers are statistically significant at p < 0.10, age-controlled numbers in parentheses.

Education Level Coupon Lovers Coupon Abstainers Everyone Else

Some High School 0.22 (0.26) 1.58 (1.80) 1.02 (0.97)

High School 0.59 (0.68) 1.12 (1.26) 1.04 (1.01)

Some College 1.01 (1.01) 1.04 (1.04) 0.99 (1.00)

Associate's Degree 1.05 (0.98) 1.18 (1.15) 0.97 (0.98)

Technical Degree 0.92 (0.84) 0.99 (0.95) 1.01 (1.03)

Bachelor's Degree 1.34 (1.26) 0.76 (0.73) 1.00 (1.01)

Master's Degree 1.19 (1.07) 0.93 (0.87) 0.99 (1.01)

Graduate Degree 1.32 (1.22) 1.00 (0.97) 0.96 (0.97)

PhD/Post-Doctorate 1.42 (1.31) 0.88 (0.65) 0.97 (0.98)


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PARENTHOODParents are 48% more likely than non-parents to be coupon lovers. When controlling for age,

the figure drops to a still significant 26%. chart guide

Bold numbers are statistically significant at p < 0.10, age-controlled numbers in parentheses.

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Parents Non-Parents

Online Coupon Usage by Parenthood


Parenthood Coupon Lovers Coupon Abstainers Everyone Else

Parents 1.48 (1.26) 1.04 (0.89) 0.94 (0.99)Non-parents 0.68 (0.79) 0.96 (1.12) 1.06 (1.01)


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Psychographic Opinion Breakdown

The personality type which we define as a combination of up

to three traits most likely to be a coupon lover is the

composed, imaginative extravert. People with these three

traits are 95% more likely to be coupon lovers than others, and

only half as likely to be coupon abstainers. Insecure, detached

people, on the other hand, are 41% more likely to be coupon

abstainers, and only a third as likely to be lovers.

When combining these results with the demographic results

above, the quintessential coupon lovers emerged: imaginative,

upper-middle class mothers are 146% more likely than others

to regularly search and browse for online coupons. Though they have household incomes in

excess of $75,000 per year, they are only a quarter as likely as everyone else to be coupon

abstainers. Insecure, low-income men are the quintessential coupon abstainers, being 130%

more likely to avoid online coupons. Though they have household incomes of less than

$50,000 per year, they are only a fifth as likely as the rest of us to be coupon lovers.

Personality Extraverts and imaginative people are respectively 47% and 25% more likely

than others to be online coupon lovers. Insecure people are 34% more likely than others to

be coupon abstainers.

Values People who highly value tradition and self-direction are 97% and 63% more likely

than others to be coupon lovers, respectively. Those who do not value achievement or

stimulation are 57% and 30% more likely, respectively, to be coupon lovers.

Interests People who identify with just about any of the 27 interests we measure are more

likely to be coupon lovers. Most notable are those who are interested in home and garden

(64% more likely), finance (50%), shopping (46%), the Internet (35%), business (34%),


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and/or family (33%). Only those interested in science are more likely (by 20%) than others

to be coupon abstainers.

Religiosity Devoutly religious people are 31% more likely to be coupon lovers and

substantially less likely to be coupon abstainers.

Media Consumption People who spend the most time with coupon-friendly media theinternet, newspapers and magazines are more likely to be coupon lovers.

Concern for the Environment People who consider the environment of utmost

importance are 37% more likely to be coupon lovers than those who are less concerned

about the environment.

Seven Sins The greedy are over two times more likely than others to be coupon lovers,

while overeaters and the proud are each 60% more likely. The angry, on the other hand,

are well over two times more likely to be coupon abstainers.

Work Culture Preference People who identify social responsibility as the most important

element of a good work culture stand out as 151% more likely to be coupon lovers thanabstainers. Those who choose morality or relationships are 35% and 26% more likely than

others, respectively, to be coupon lovers. People who identify innovation, independence or

creativity as the most important element of a good work culture are all roughly 30% more

likely to be coupon abstainers.


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PERSONALITYRespondents were measured 15 personality dimensions via a 40 question Big Five survey: the

five, high-level personality domains and two detailed aspects, or traits, of each of the five

domains. The Big Five is the de facto personality model in contemporary psychology

research.

In this section, unlike the others, personalities that are likely to coupon lovers are separately

examined from personalities that are likely to be coupon abstainers.

PERSONALITIES LIKELY TO BE COUPON LOVERSExtraverts and imaginative people are respectively 47% and 25% more likely than others to be

online coupon lovers. In our personality model extraversion is a general personality domain

that represents the combination of two more detailed personality measures: assertiveness and

enthusiasm. Assertive people are 38% more likely and enthusiastic people are 19% more

likely to be online coupon lovers.

Composed, intellectual, compassionate, diligent and organized people are also each 15-20%

more likely to be online coupon lovers. chart guide

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Online Coupon Usage by Personality



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We calculated the reverse relationship how likely coupon lovers are to have each personality

trait and, not surprisingly, these same traits had the highest likelihoods. In other words, it is

also fair to say that coupon lovers are substantially more likely to be extraverted, assertive and

imaginative, and somewhat more likely to be composed, intellectual, compassionate, diligent

and organized.

PERSONALITIES LIKELY TO BE COUPON ABSTAINERSInsecure people are 34% more likely than others to be coupon abstainers, a higher likelihood

than any other personality trait we measured. Neurotics people who are both insecure and

temperamental are 33% more likely to be abstainers. Detached, sophisticated, careless and

procrastinating people are also each 20% more likely (or more) to be coupon abstainers. chartguide

We calculated the reverse relationship how likely coupon abstainers are to have each

personality trait and, as expected, these same traits had the highest likelihoods. In other

words, it is also fair to say that coupon abstainers are substantially more likely to be insecure

and neurotic, and somewhat more likely to be detached, sophisticated, careless and

procrastinating.

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Online Coupon Usage by Personality



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Bold numbers are statistically significant at p < 0.10. The blue dimensions are the Big Five

and the indented pairs are the traits that make up each big five dimension. The extremes are

the lower and upper 20% of scorers for each dimension. Note that the sample is first weightedto reflect the age, gender and personality distribution of the US before examining the 20%

extremes.

Personality Dimension ExtremesCouponLovers

CouponAbstainers

Everyone Else

Introverted 0.76 1.05 1.02Extraversion

Extraverted 1.47 0.73 0.99

Discreet 0.67 1.14 1.02Assertiveness

Assertive 1.38 0.89 0.98Reserved 1.06 1.10 0.98

EnthusiasmEnthusiastic 1.19 0.68 1.03

Disagreeable 1.08 1.10 0.98Agreeableness

Agreeable 1.12 0.97 0.99

Detached 0.74 1.23 1.00Compassion

Compassionate 1.19 0.92 0.99

Aggressive 1.00 0.99 1.00Politeness

Polite 1.00 0.87 1.02

Careless 0.81 1.20 1.00

Diligence Diligent 1.17 0.87 1.00Procrastinating 0.97 1.20 0.98

IndustriousnessIndustrious 1.04 0.93 1.01

Unorganized 0.79 1.03 1.02Organization

Organized 1.16 0.81 1.01

Neurotic 0.69 1.33 0.99Emotional Stability

Assured 1.11 0.66 1.04

Temperamental 0.77 1.11 1.01Composure

Composed 1.20 0.69 1.03

Insecure 0.63 1.34 1.00

Security Secure 0.97 0.80 1.04

Unsophisticated 0.74 0.89 1.05Sophistication

Sophisticated 1.06 1.21 0.96

Literal 0.76 1.10 1.02Imagination

Imaginative 1.25 1.06 0.96

Unintellectual 0.89 0.68 1.07Intellect

Intellectual 1.20 1.16 0.95


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VALUESRespondents were measured on 10 values via the 40-question Schwartz Value Survey, the

most widespread values measure in academic psychology research. In this section people

who score high on each of the values are examined separately from those who score low.

HIGHLY HELD VALUESThose who highly value2 tradition and self-direction are 97% and 63% more likely than others

to be coupon lovers, respectively, as can be seen in the chart below. Looked at another way,

coupon lovers are 220% more likely than abstainers to highly value tradition, and 96% more

likely to highly value self-direction.

Those who highly value universalism3 or benevolence are each a little more than 30% more

likely to be coupon abstainers. chart guide

2A respondent must score in the top 20% for a given value to be placed in the highly value category. For moredetails about our methodologies, see the methodology section.

3The motivational goal of universalism is the understanding, appreciation, tolerance, and protection of thewelfare for all people and for nature.

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Online Coupon Usage by Values



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NON-HELD VALUESRespondents who score in the bottom 20% for a given value are considered as not holding

that value. People who do not value power, achievement, pleasure or tradition are each over

50% more likely to be coupon abstainers, as can be seen in the chart below. Those who do

not value propriety or security are each over 20% more likely to be coupon abstainers.

People who do not value achievement or stimulation are 57% and 30% more likely,

respectively, to be coupon lovers. chart guide

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Online Coupon Usage by Non-Values



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Bold numbers are statistically significant at p < 0.10. The extremes are the lower and upper

20% of scorers for each dimension. Note that the sample is first weighted to reflect the age,

gender and personality distribution of the US before examining the 20% extremes.

Value Extremes Coupon Lovers Coupon Abstainers Everyone Else

Low 0.72 1.52 0.98Power

High 1.05 0.99 0.99

Low 1.57 1.61 0.87Achievement

High 0.57 1.01 1.06

Low 1.11 1.53 0.93Pleasure

High 1.12 1.24 0.96

Low 1.3 0.75 0.99Stimulation

High 0.92 1.19 0.99

Low 1.12 0.86 1Self-Direction

High 1.63 0.94 0.94

Low 1.11 0.64 1.03Universalism

High 0.61 1.32 1.02

Low 0.93 0.7 1.05Benevolence

High 0.77 1.37 0.99

Low 0.72 1.63 0.97Tradition

High 1.97 0.99 0.9

Low 0.81 1.32 0.99Propriety

High 1.03 0.84 1.02

Low 0.89 1.2 0.99Security

High 0.85 0.61 1.07


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INTERESTSThose with active interests are generally more likely to be coupon lovers. In particular, people

who expressed an interest in home and garden, finance, shopping, the Internet, business,

family, travel, news and current events, health and fitness, and/or computers and electronics

are significantly (greater than 20%) more likely to be coupon lovers. Of the interests we

measured, only those interested in science are significantly more likely to be a coupon

abstainer.

We calculated the reverse association how likely people in each coupon opinion segment are

to identify with each of the interests and found that coupon abstainers are less likely than

others to be interested in nearly everything we measured. chart guide

Interest Coupon Lovers Coupon Abstainers Everyone Else

Arts 1.02 1.08 0.99

Automobiles 1.08 0.99 0.99

Books & Literature 0.96 0.92 1.02Business 1.34 0.91 0.97

Computers & Electronics 1.23 1.01 0.97

Dance 0.84 0.99 1.02

Dating 0.68 0.95 1.05

Family 1.33 0.63 1.04

Fashion 1.12 0.94 0.99

Finance 1.5 0.81 0.97

Food & Drink 1.11 1.1 0.97

Health & Fitness 1.24 0.86 0.99

Home & Garden 1.64 1.13 0.91Internet 1.35 0.75 1.01

Movies 0.85 1.02 1.02

Music 0.9 0.8 1.05

Nature/The Outdoors 0.97 1.02 1

News & Current Events 1.24 0.68 1.03

Nightlife 0.85 1.01 1.02

Pets & Animals 0.91 0.84 1.04

Religion & Spirituality 1.12 0.85 1.01

Science 1.06 1.24 0.96

Shopping 1.46 0.74 0.99

Sports 1.13 0.74 1.03

Travel 1.29 0.8 1

TV 1.08 0.82 1.02

Video Games 0.63 0.99 1.06


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MyType 2010 | 27

0.6 0.8 1 1.2 1.4 1.6

ArtsAutomobiles

Books & Literature

BusinessComputers & Electronics

DanceDatingFamily

FashionFinance

Food & DrinkHealth & FitnessHome & Garden

InternetMoviesMusic

Nature/The OutdoorsNews & Current Events

NightlifePets & Animals

Religion & SpiritualityScience

ShoppingSportsTravel

TV

Video Games

Online Coupon Usage by Interest



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www.mytype.com |28

POLITICAL ORIENTATIONLibertarians, liberals, and non-ideological/issue-based people are all more likely to be coupon

lovers. Perhaps the underlying correlation is that social liberals are more likely to be coupon

lovers. Those not interested in politics are unlikely to have a strong opinion about coupons

too. In keeping with our results from the Interests section, however, the politically uninterested

are more likely to be coupon abstainers than lovers. chart guide

0.4

0.6

0.8

1

1.2

1.4

Online Coupon Usage by Political Orientation


Political Orientation Coupon Lovers Coupon Abstainers Everyone Else

Moderate 0.78 1.2 1

Liberal 1.23 1.06 0.97

Conservative 0.91 1.11 1

Libertarian 1.47 0.57 1.01

Issue-based, non-ideological 1.25 1.28 0.94

Cynical/alienated 0.49 0.69 1.1

Uninterested in politics 0.61 0.83 1.07


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MyType 2010 | 29

RELIGIOSITYDevoutly religious people are 31% more likely to be coupon lovers and substantially less likely

to be coupon abstainers. Those who consider themselves spiritual but not religious, however,

are 38% more likely than all others and 61% more likely than the devoutly religious to be

coupon abstainers. chart guide

0.6

0.7

0.8

0.9

1

1.1

1.2

1.3

1.4

Devoutly Religious SomewhatReligious

Spiritual, notreligious

Non-religious, non-spiritual

Online Coupon Usage by Religiosity


Religiosity Coupon Lovers Coupon Abstainers Everyone Else

Devoutly Religious 1.31 0.7 1.01

Somewhat Religious 0.95 0.84 1.03

Spiritual, not religious 0.9 1.38 0.96

Non-religious, non-spiritual 1.01 0.96 1.01


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www.mytype.com |30

MEDIA CONSUMPTIONRespondents identified the form of media with which they spend the most time. People who

spend the most time with coupon-friendly media the internet, newspapers and magazines

are more likely to be coupon lovers. Those who spend the most time with movies or radio, on

the other hand, are only half and two-thirds as a likely as others to be coupon lovers,

respectively.

People who prefer newspapers and magazines to all other forms of media are by far the least

likely to be coupon abstainers. Bookworms, the most likely to avoid online coupons, are 192%

more likely to be coupon abstainers than those who prefer newspapers and magazines. All

figures remain virtually unchanged when controlling for age. chart guide

Bold numbers are statistically significant at p < 0.10. Age-controlled numbers are in

parentheses.

0.30.4

0.5

0.6

0.7

0.8

0.9

1

1.1

1.2

1.3

Internet TV Radio Newspapers& Magazines

Books Movies

Online Coupon Usage by Primary Media

Consumption


Primary Media Coupon Lovers Coupon Abstainers Everyone Else

Internet 1.29 (1.32) 0.96 (0.97) 0.98 (0.97)

TV 0.86 (0.82) 0.99 (0.97) 1.02 (1.03)

Radio 0.66 (0.66) 0.93 (0.93) 1.06 (1.04)

Newspapers & Magazines 1.15 (1.09) 0.39 (0.38) 1.08 (1.09)

Books 0.97 (0.96) 1.16 (1.15) 0.98 (0.99)

Movies 0.47 (0.51) 1.14 (1.20) 1.05 (1.04)


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CONCERN FOR THE ENVIRONMENTRespondents stated how important it is to take care of the environment. People who consider

the environment of utmost importance are the most likely to be coupon lovers 37% more

likely than others. They are also the most likely to be coupon abstainers, at 23% more likely

than others, but unlike the coupon lover figure this number does not meet our statistical

significance threshold. chart guide


0.8

0.9

1

1.1

1.2

1.3

1.4

Not very

important

Somewhat

important

One of many

importantthings

Very important Of utmost

importance

Online Coupon Usage by Concern for the

Environment


Environmental Concern Coupon Lovers Coupon Abstainers Everyone Else

Not very important 1.04 0.98 1.00

Somewhat important 0.89 0.90 1.03

One of many important things 0.94 0.92 1.02

Very important 0.98 1.08 0.99Of utmost importance 1.37 1.23 0.92


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www.mytype.com |32

SEVEN SINSRespondents identified which of the seven sins they are most prone to. People who identified

greed as their biggest sin are over two times more likely than others to be coupon lovers.

Those who chose overeating and pride are each 60% more likely to be coupon lovers.

Coupon abstainers, on the other hand, are 325% more likely than coupon lovers to identify

anger as their biggest sin. chart guide


0.4

0.6

0.8

1

1.2

1.4

1.6

1.8

2

2.2

Anger Envy Greed Laziness Lust Overeating Pride

Online Coupon Usage by Biggest Sin


Biggest Sin Coupon Lovers Coupon Abstainers Everyone Else

Anger 0.44 2.18 0.96

Envy 0.46 0.97 1.07

Greed 2.09 1.42 0.82

Laziness 0.58 0.78 1.09Lust 1.27 0.96 0.97

Overeating 1.6 0.78 0.96

Pride 1.62 0.73 0.97


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WORK CULTURE PREFERENCERespondents completed the statement I prefer a work culture that primarily values with one

of 14 answer options or a typed-in other response. People who identify social responsibility

as the most important element of a good work culture stand out as 151% more likely to be

coupon lovers than abstainers. Those who choose morality or relationships are 35% and 26%

more likely than others, respectively, to be coupon lovers. People who identify innovation,

independence or creativity as the most important element of a good work culture are all

roughly 30% more likely to be coupon abstainers. chart guide

0.60 0.80 1.00 1.20 1.40 1.60

CompetenceCreativityEfficiency

IndependenceInnovation

IntegrityIntelligence

Morality

OrderRelationships

RespectSocial Responsibility

Team WorkWork Ethic

Online Coupon Usage by Work Culture

Preference



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www.mytype.com |34


Work Culture Preference Coupon Lovers Coupon Abstainers Everyone Else

Competence 1.03 0.79 1.03

Creativity 0.84 1.27 0.98

Efficiency 1.02 0.89 1.01Independence 0.75 1.29 0.99

Innovation 1.11 1.31 0.94

Integrity 1.13 1.08 0.97

Intelligence 1.11 0.91 1.00

Morality 1.35 0.99 0.96

Order 0.83 0.82 1.05

Relationships 1.26 0.92 0.98

Respect 0.72 1.12 1.02

Social Responsibility 1.71 0.65 0.96

Team Work 0.84 0.91 1.03Work Ethic 1.03 0.95 1.00


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MyType 2010 | 35

Survey Sample Compared to the US

The raw sample of 8,566 US resident respondents was weighted to reflect the age, gender and

personality distribution of the general US population between the ages of 13 and 49. The

normalized sample has income, race, region andeducation level distributions that are fairly

representative of the US as well. It significantly

varies from the US population in only the following

ways:

Slightly wealthier, with the poorest incomebracket being moderately underrepresented

Only roughly a third as many African

Americans Over 75% more Asians Half the number of Northeasterners and

substantially more people in the West

Substantially more educated

With the exception of the regional variance, these variances mirror those found in the general

internet-using population. Given that we are measuring opinions about online coupons, these

variances may be not only tolerable but also welcome.

It is important to note that the US census is based on the entire US population whereas the

survey sample is restricted to ages 13-49. The percentage comparisons between the survey

sample and US census data, then, should be considered reasonably accurate indicators, not

precise differences.

The normalized sample of 8,566 US

resident respondents mostly resembles the

general US population. The few modest

differences are to be expected from the

internet-using subset of the US.


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www.mytype.com |36

THE RAW NUMBERSIn August 2010, Deals.com sponsored a survey of 14,730 of MyTypes users regarding their

opinion about coupons for online purchases. Facebook users visit the MyType website

(www.mytype.com) or Facebook application (apps.facebook.com/my-type) to complete

psychology surveys in order to learn about themselves and compare results to those of their

friends. A Deals.com question about online coupons was inserted into MyTypes psychology

surveys for 14,730 random users. The total sample is comprised of 12,462 completions of

MyTypes personality survey and 2,770 completions of the values survey. Five hundred and

two respondents completed both surveys. In addition to psychological questions, these

surveys ask the demographic and other identity-related questions that produced the data for

this report.

The goal of this report is to characterize opinions about online coupons within the United

States. International respondents and respondents with an undefined location, therefore, were

removed from the raw sample before doing any analysis. These groups made up 33.6% and

8.2% of the raw sample, respectively.

AGE,GENDER AND PERSONALITY NORMALIZATIONThe 8,566 confirmed US residents within the raw sample were then weighted to make the

sample reflect the age, gender and personality distribution of the general US population

between the ages of 13 and 49. Less than 5% of the raw sample belonged to age, gender,

and personality type combinations that were underrepresented by a factor of 4 of more. The

vast majority of the uniquely weighted population segments, then, were well represented within

the raw sample.


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MyType 2010 | 37

HOUSEHOLD INCOME DISTRIBUTIONThe normalized survey sample is only slightly wealthier than the general US population, with

the poorest income bracket being moderately underrepresented. Note that the 19.3% of

respondents chose prefer not say in response to the household income question were

removed before calculating the income distribution of the sample. Also note that the Census

numbers are based on all US households, whereas the samples 13-49 age restriction means

that households in which everyone is 50 or older are not at all represented.

2006 US Census data can be found at http://bit.ly/a3HPCf

0%

5%

10%

15%

20%

25%

30%

35%

Less than$25k

$25-50k $50-75k $75-100k $100-200k $200k ormore

Income Distribution

Normalized Sample US Census 2006

Household Income Survey Sample US Census 2006 Difference

Less than $25k 20.8% 28.2% -7.4%

$25-50k 30.6% 26.7% +3.9%

$50-75k 19.2% 18.3% +0.9%

$75-100k 12.4% 10.9% +1.5%

$100-200k 13.6% 13.1% +0.5%

$200k or more 3.4% 2.7% +0.7%


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www.mytype.com |38

Primary Race Distribution

The normalized sample has only roughly a third as many African Americans and 75% more

Asians than the general US population. Otherwise, it is fairly reflective of the US population.

Note that the 7.68% of respondents who chose prefer not to say in response to the race

question were removed before calculating the primary race distribution of the normalizedsample.

Our racial data is not completely comparable to that of the US census. Though we collect

secondary and tertiary race from those respondents who volunteer that info, in this report we

focus solely on primary race. To make the US census data comparable, then, we removed the

two or more races category and reapportioned the census distribution accordingly. Also, our

race question offered Hispanic as its own racial category rather than a non-racial, additional

description as the US census does. For the purpose of comparing to the census distribution,

we placed the 5.6% of respondents who selected Hispanic in the other race category. We

assume that those who select Hispanic to the exclusion of the other racial categories providedare very likely to select some other race when responding to the US census. Lastly, the US

census is based on the entire US population whereas the survey sample is restricted to ages

13-49.


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MyType 2010 | 39

2008 US Census data can be found at http://bit.ly/d94aLR

0%

10%

20%

30%

40%

50%

60%

70%

80%

White Black orAfrican

American

Some otherrace

Asian AmericanIndian or

AlaskaNative

PacificIslander

Distribution by Primary Race


Primary Race Normalized Sample US Census 2008 Difference

White 77.9% 76.8% +1.1%Black or AfricanAmerican

4.6% 12.7% -8.1%

Some other race 7.1% 5.0% -2.1%

Asian 8.2% 4.5% +3.7%

American Indian orAlaska Native

1.7% 0.8% +0.9%

Pacific Islander 0.5% 0.1% +0.4%


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www.mytype.com |40

REGIONAL DISTRIBUTIONThe normalized sample is underrepresented in the East and overrepresented in the West. Asdescribed earlier, no respondents with undefined locations are included in the normalizedsample. Note that the US census regional distribution is based on the entire US population

whereas the survey sample is restricted to ages 13-49.

2009 US Census data can be found at http://bit.ly/8oU61i

0%

5%

10%

15%

20%

25%

30%

35%

40%

Northeast Midwest South West

Regional Distribution


Census Region Normalized Sample US Census 2009 Difference

Northeast 8.7% 18.0% -9.3%

Midwest 24.7% 21.8% +3.9%

South 33.3% 36.9% -3.6%

West 33.3% 23.3% +10.0%


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MyType 2010 | 41

EDUCATION LEVEL DISTRIBUTIONThe normalized sample is moderately more educated than the general US population. Note

that the 3.2% and 1.1% of respondents who respectively chose prefer not to say and not

applicable in response to the education question were removed before calculating the

samples education level distribution. Also note that the census data is based on the US

population over the age of 18, whereas the sample breakdown reported below is based on the

18-49 year old respondents within the normalized sample.

2009 US Census data can be found at http://bit.ly/civQeG

0%

5%

10%

15%

20%

25%

30%

35%

Some HighSchool

High School SomeCollege

2 YearDegree

BachelorsDegree

BeyondBachelors

Distribution by Education Level


Education Level Normalized Sample US Census 2009 Difference

Some High School 1.4% 13.3% -11.9%

High School 8.0% 31.0% -23.0%

Some College 31.8% 18.4% +13.4%2 Year Degree 11.6% 8.7% +2.9%

Bachelors Degree 27.2% 18.3% +8.9%

Beyond Bachelors 17.3% 9.9% +7.4%


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MyType 2010 |42

Methodology

This section describes how the survey data was collected, refined and normalized, how

psychological measurements were made, and how the likelihood numbers are calculated and

checked for statistical significance.

DATA COLLECTIONFacebook users visit the MyType website (www.mytype.com) or Facebook application

(apps.facebook.com/my-type) to complete psychology surveys in order to learn about

themselves and compare to friends. During the month of August 2010, Deals.com sponsored

the insertion of a single question about coupons for online purchases into these surveys (see

the Online Coupon Opinions section for details about this question). These surveys also ask

the demographic and other identity questions that produce the data for this report.

Because MyType users are interested in receiving feedback about themselves, they are more

likely to carefully and honestly answer all questions than paid or otherwise extrinsicallymotivated respondents.

QUESTION REFINEMENTWhen initially writing a new question like the online coupon question it is often difficult to know

the right set of answers to offer respondents, or even how to word the question. To overcome

this uncertainty we start with a best guess question wording with answer options and include

among those answer options an other box that allows the respondent to type in a custom

answer. If after 250 responses a relatively high percentage of respondents have typed in an

other answer, we modify the question to accommodate any common themes that appear in

the custom answers. The modifications involve rewording the question, rewording the answeroptions, removing answer options and/or adding answer options. We then collects another

250 responses and, if necessary, modifies the question again. In the case of the online

coupon question, less than 1% of respondents chose the other answer in the first wording of

the question, so no question refinements were necessary.


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MyType 2010 | 43

DATA REFINEMENTData from the following kinds of submissions were not included in the analyses: incomplete

submissions. duplicate submissions, submissions with bogus answers like an extremely recent

or distant birth year, and submissions in which the respondent did not agree with the statement

that all of his or her answers were truthful. Also, as described in the Survey Sample

Compared to the US section, submissions from international respondents and respondents

who did not define their location are not included in the analysis.

SAMPLE NORMALIZATIONThe 8,566 confirmed US residents in the refined raw sample were then weighted to make the

sample reflect the age, gender and personality distribution of the general US population

between the ages of 13 and 49. Less than 5% of the raw sample belonged to age, gender,

and personality type combinations that were underrepresented by a factor of 4 of more. The

vast majority of the uniquely weighted population segments, then, were well represented within

the raw sample. As described in the Survey Sample Compared to the US section, the

weighted sample has income, primary race, region, and education level distributions that are

reasonably representative of the general US population.

PSYCHOLOGICAL ASSESSMENTSEach respondent completed a personality survey and/or values survey.

PERSONALITYMyType measures 15 personality dimensions via a 40 question Big Five survey: the five, high-

level personality domains and two detailed aspects, or traits, of each of the five domains. The

30 personality traits used to label the

top and bottom 20% of each

dimension are defined in the table to

the left.

The Big Five is the de facto

personality model in contemporary

psychology research. The specific

survey MyType uses, the Big Five

Aspect Scales (BFAS), was

developed by Colin DeYoung, PhD.

More can be learned about the surveyat Dr. DeYoungs website:

http://www.tc.umn.edu/~cdeyoung/Re

search.htm. Note that in some cases

we use slightly different personality

trait labels than Dr. DeYoung.

Personality

Dimension Bottom 20% Top 20%

Extraversion Introverted Extraverted

Assertiveness Discreet Assertive

Enthusiasm Reserved Enthusiastic

Agreeableness Disagreeable Agreeable

Compassion Detached Compassionate

Politeness Aggressive Polite

Diligence Careless Diligent

Industriousness Procrastinating Industrious

Organization Unorganized Organized

Emotional Stability Neurotic Assured

Composure Temperamental Composed

Security Insecure Secure

Sophistication Unsophisticated Sophisticated

Intellect Unintellectual Intellectual

Imagination Literal Imaginative


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www.mytype.com |44

VALUESMyType measures 10 values via the 40-question Schwartz Value Survey, the most widespread

values measure in academic psychology research. Respondents who score in the top 20% for

a given value are considered as highly holding that value, and those scoring in the bottom 20%

are considered as not holding that value.

Value Definition

PowerThe motivational goal of influence is the attainment of social status and prestige andcontrol or dominance over people and resources.

Achievement

The motivational goal of achievement is personal success through demonstratedcompetence. Competence is evaluated in terms of what is valued by the system ororganization in which the individual is located.

Pleasure

The motivational goal of hedonism is pleasure or sensuous gratification for oneself.This value type is derived from physical needs and the pleasure associated withsatisfying them.

Stimulation

The motivational goal of stimulation values is excitement, novelty, and challenge in

life. This value type is derived from the need for variety and stimulation in order tomaintain an optimal level of activation. Thrill seeking can be the result of strongstimulation needs.

Self-direction

The motivational goal of self-direction is independent thought and action (forexample, choosing, creating, exploring). Self-direction comes from the need forcontrol and mastery along with the need for autonomy and independence.

UniversalismThe motivational goal of universalism is the understanding, appreciation, tolerance,and protection of the welfare for all people and for nature.

BenevolenceThe motivational goal of benevolence is to preserve and enhance the welfare ofpeople with whom one is in frequent personal contact.

Tradition

The motivational goal of tradition is respect, commitment, and acceptance of thecustoms and ideas that one's culture or religion imposes on the individual. A

traditional mode of behavior becomes a symbol of the group's solidarity and anexpression of its unique worth and, hopefully, its survival.

Propriety

The motivational goal of conformity is restraint of action, inclinations, and impulseslikely to upset or harm others and violate social expectations or norms. It is derivedfrom the requirement that individuals inhibit inclinations that might be sociallydisruptive in order for personal interaction and group functioning to run smoothly.

SecurityThe motivational goal of security is safety, harmony, and stability of society orrelationships, and of self.


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MyType 2010 | 45

LIKELIHOOD CALCULATIONSMost charts in this report display likelihood numbers. These numbers represent how more or

less likely people in a given population segment are, compared to others, to belong to the

coupon lover, coupon abstainer, or everyone else opinion segments. The likelihood number for

population segment P relative to opinion segment O is calculated with the following simple

formula:

The percentage of P that falls in O

The percentage of the entire sample, except P, that falls in O

STATISTICAL SIGNIFICANCEFor all of the comparisons in this report the Chi-squared statistic was calculated to gauge

statistical significance. In this report a p value of less than 0.1 was chosen as the cut-off for

statistical significance, corresponding to a less than 10% likelihood that the numbers could

have occurred by chance.


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