MyType © 2010

Table of Contents

Executive Summary ............................................................................................3

Other Key Findings.................................................................................................................. 4
Demographics..................................................................................................................................... 4
Psychographics .................................................................................................................................. 4
About Deals.com .................................................................................................5
About MyType ......................................................................................................................... 5
Online Coupon Opinions ....................................................................................6
Guide to Reading the Charts ..............................................................................7
Demographic Opinion Breakdown.....................................................................8
Age .......................................................................................................................................... 9
Gender................................................................................................................................... 10
Household Income................................................................................................................. 11
Primary Race ......................................................................................................................... 12
Location ................................................................................................................................. 14
Education Level ..................................................................................................................... 15
Parenthood ............................................................................................................................ 17
Psychographic Opinion Breakdown ................................................................18
Personality............................................................................................................................. 20
Personalities Likely to be Coupon Lovers......................................................................................... 20
Personalities Likely to be Coupon Abstainers .................................................................................. 21
Highly Held Values ........................................................................................................................... 23
Non-Held Values............................................................................................................................... 24
Interests................................................................................................................................. 26
Political Orientation................................................................................................................ 28
Religiosity .............................................................................................................................. 29
Media Consumption............................................................................................................... 30
Concern for the Environment................................................................................................. 31
Seven Sins ............................................................................................................................ 32
Work Culture Preference ....................................................................................................... 33
Survey Sample Compared to the US ...............................................................35
The Raw Numbers................................................................................................................. 36
Age, Gender and Personality Normalization ......................................................................... 36
Household Income Distribution.............................................................................................. 37
Primary Race Distribution...................................................................................................... 38
Regional Distribution ............................................................................................................. 40
Education Level Distribution .................................................................................................. 41

i
Methodology ......................................................................................................42
Data Collection ...................................................................................................................... 42
Question Refinement ........................................................................................................................ 42
Data Refinement.................................................................................................................... 43
Sample Normalization ........................................................................................................... 43
Psychological Assessments .................................................................................................. 43
Personality ........................................................................................................................................ 43
Values ............................................................................................................................................... 44
Likelihood Calculations.......................................................................................................... 45
Statistical Significance........................................................................................................... 45

ii
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.

Psychographics  of  Online  Coupon  Usage  

30%

25%

20%

15%

10%

5%

0%
Imaginative, upper-middle Insecure, low-income General Population
class mothers men

Coupon Lovers Coupon Abstainers

Imaginative, upper-middle class mothers are 2.5 times more likely than others to be online
coupon lovers, and only a quarter as likely to be coupon abstainers. Insecure, low-income men
are 2.3 times more likely to be coupon abstainers, and only a fifth as likely to be coupon lovers.

www.mytype.com |3
OTHER KEY FINDINGS
DEMOGRAPHICS
Gender 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.

PSYCHOGRAPHICS
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 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.

MyType © 2010 |4
About Deals.com

Deals.com is brought to you by a team of Internet professionals who are passionate about
finding great buys at super low prices. We scour the Web to find the best coupons, promo
codes, 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 shop
smarter, so visit often and give us feedback!
Cotter Cunningham
cotter@deals.com
512 777 2901
515 S. Congress Ave. Ste 700
Austin, TX 78704

ABOUT MYTYPE
MyType 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:

info@mytype.com
201-285-8271
6 Leo Place
Wayne, NJ 07470

MyType © 2010 |5
Online Coupon Opinions

In August 2010, Deals.com sponsored the insertion of a question about online coupons into
two of MyType’s 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 in
the 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.

MyType © 2010 |6
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 Online Coupon Usage by
to be coupon lovers than others, Religiosity

where “others” refers to everyone
who did not self-identify as 1.4
devoutly religious: the somewhat
1.2
religious; the spiritual, not
religious; and the non-religious, 1
non-spiritual. This figure can also
be stated as “devoutly religious 0.8
people are 31% more likely than
others to be coupon lovers”. 0.6
Turning our attention to the green Devoutly Somewhat Spiritual, not Non-religious,
Religious Religious religious non-spiritual
bar, devoutly religious people are
only 0.7 times – or roughly two- Coupon Lovers Coupon Abstainers Everyone Else
thirds – as likely as others to be
coupon abstainers. Note that a This chart shows that devoutly religious people are 1.31
likelihood ratio above 1 means times more likely than others to be coupon lovers, and
more likely and below 1 means only 0.7 times as likely to be coupon abstainers. Spiritual,
non-religious people, on the other hand, are nearly 1.4
less likely than others. times more likely than others to be coupon abstainers.

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 O

Likelihood Ratio of P to O =
The percentage of the entire sample, except P, that falls in O

MyType © 2010 |7
Demographic Opinion Breakdown

Women, the upper class, Northeasterners, the

college-educated and parents are all more likely to
be coupon lovers. We examined population
segments 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 college

degree and non-parents are all more likely to be
Upper-middle class mothers are more coupon abstainers. In terms of trait combinations,
likely than others to be coupon lovers. 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.

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

Online Coupon Usage By Age

1.4
1.3
1.2
1.1
1
0.9
0.8
0.7
0.6
0.5
0.4
13-17 18-23 24-29 30-39 40-49

Coupon Lovers Coupon Abstainers Everyone Else

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

The sample was normalized to represent the age distribution within the general US population.
Bold numbers are statistically significant at p < 0.10.

MyType © 2010 |9
GENDER
Women are 67% more likely than men to be coupon lovers, and men are 27% more likely to be
coupon abstainers. chart guide

Online Coupon Usage by Gender

1.7
1.5
1.3
1.1
0.9
0.7
0.5
Men Women

Coupon Lovers Coupon Abstainers Everyone Else

Gender Coupon Lovers Coupon Abstainers Everyone Else

Men 0.6 1.27 1.02
Women 1.67 0.79 0.98

The sample was normalized to represent the gender distribution within the general US
population. Bold numbers are statistically significant at p < 0.10.

www.mytype.com | 10
HOUSEHOLD INCOME
In 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

Online Coupon Usage by Household

Income

1.7
1.6
1.5
1.4
1.3
1.2
1.1
1
0.9
0.8
0.7
0.6
0.5
Less than $25-50k $50-75k $75-100k $100-200k More than
$25k $200k

Coupon Lovers Coupon Abstainers Everyone Else

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

MyType © 2010 | 11
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. 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

Online Coupon Usage by Primary Race

2.5

1.5

0.5

Coupon Lovers Coupon Abstainers Everyone Else

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

MyType © 2010 | 13
LOCATION
New 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

Online Coupon Usage by Location

1.5
1.4
1.3
1.2
1.1
1
0.9
0.8
0.7

Coupon Lovers Coupon Abstainers Everyone Else

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 1.02
East 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 LEVEL
In 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.1 When
controlling 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

Online Coupon Usage by Education Level

1.6

1.4

1.2

0.8

0.6

0.4

0.2

Coupon Lovers Coupon Abstainers Everyone Else

1 Those 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 in
college, their “college-educated” status is ambiguous.

MyType © 2010 | 15
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)
Bold numbers are statistically significant at p < 0.10, age-controlled numbers in parentheses.

www.mytype.com | 16
PARENTHOOD
Parents 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

Online Coupon Usage by Parenthood

1.5
1.4
1.3
1.2
1.1
1
0.9
0.8
0.7
0.6
Parents Non-Parents

Coupon Lovers Coupon Abstainers Everyone Else

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

MyType © 2010 | 17
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%),

www.mytype.com | 18
 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 – the
internet, 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 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.

MyType © 2010 | 19
PERSONALITY
Respondents 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 LOVERS

Extraverts 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

Online Coupon Usage by Personality

1.5
1.4
1.3
1.2
1.1
1
0.9
0.8
0.7
0.6

Coupon Lovers Coupon Abstainers Everyone Else

www.mytype.com | 20
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 ABSTAINERS

Insecure 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. chart
guide

Online Coupon Usage by Personality

1.5
1.4
1.3
1.2
1.1
1
0.9
0.8
0.7
0.6

Coupon Lovers Coupon Abstainers Everyone Else

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.

MyType © 2010 | 21
 Coupon Coupon
Personality Dimension Extremes Everyone Else
Lovers Abstainers
Introverted 0.76 1.05 1.02
Extraversion
Extraverted 1.47 0.73 0.99
Discreet 0.67 1.14 1.02
Assertiveness
Assertive 1.38 0.89 0.98
Reserved 1.06 1.10 0.98
Enthusiasm
Enthusiastic 1.19 0.68 1.03
Disagreeable 1.08 1.10 0.98
Agreeableness
Agreeable 1.12 0.97 0.99
Detached 0.74 1.23 1.00
Compassion
Compassionate 1.19 0.92 0.99
Aggressive 1.00 0.99 1.00
Politeness
Polite 1.00 0.87 1.02
Careless 0.81 1.20 1.00
Diligence
Diligent 1.17 0.87 1.00
Procrastinating 0.97 1.20 0.98
Industriousness
Industrious 1.04 0.93 1.01
Unorganized 0.79 1.03 1.02
Organization
Organized 1.16 0.81 1.01
Neurotic 0.69 1.33 0.99
Emotional Stability
Assured 1.11 0.66 1.04
Temperamental 0.77 1.11 1.01
Composure
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 1.05
Sophistication
Sophisticated 1.06 1.21 0.96
Literal 0.76 1.10 1.02
Imagination
Imaginative 1.25 1.06 0.96
Unintellectual 0.89 0.68 1.07
Intellect
Intellectual 1.20 1.16 0.95
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 weighted
to reflect the age, gender and personality distribution of the US before examining the 20%
extremes.

www.mytype.com | 22
VALUES
Respondents 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 VALUES

Those 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

Online Coupon Usage by Values

1.9

1.7

1.5

1.3

1.1

0.9

0.7

0.5

Coupon Lovers Coupon Abstainers Everyone Else

2 A respondent must score in the top 20% for a given value to be placed in the “highly value” category. For more
details about our methodologies, see the methodology section.
3 The motivational goal of universalism is the understanding, appreciation, tolerance, and protection of the
welfare for all people and for nature.

MyType © 2010 | 23
NON-HELD VALUES
Respondents 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

Online Coupon Usage by Non-Values

1.6

1.4

1.2

0.8

0.6

Coupon Lovers Coupon Abstainers Everyone Else

www.mytype.com | 24
 Value Extremes Coupon Lovers Coupon Abstainers Everyone Else
Low 0.72 1.52 0.98
Power
High 1.05 0.99 0.99
Low 1.57 1.61 0.87
Achievement
High 0.57 1.01 1.06
Low 1.11 1.53 0.93
Pleasure
High 1.12 1.24 0.96
Low 1.3 0.75 0.99
Stimulation
High 0.92 1.19 0.99
Low 1.12 0.86 1
Self-Direction
High 1.63 0.94 0.94
Low 1.11 0.64 1.03
Universalism
High 0.61 1.32 1.02
Low 0.93 0.7 1.05
Benevolence
High 0.77 1.37 0.99
Low 0.72 1.63 0.97
Tradition
High 1.97 0.99 0.9
Low 0.81 1.32 0.99
Propriety
High 1.03 0.84 1.02
Low 0.89 1.2 0.99
Security
High 0.85 0.61 1.07
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.

MyType © 2010 | 25
INTERESTS
Those 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 1.02
Business 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 0.91
Internet 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

www.mytype.com | 26
 Online Coupon Usage by Interest

Arts

Automobiles

Books & Literature

Business

Computers & Electronics

Dance

Dating

Family

Fashion

Finance

Food & Drink

Health & Fitness

Home & Garden

Internet

Movies

Music

Nature/The Outdoors

News & Current Events

Nightlife

Pets & Animals

Religion & Spirituality

Science

Shopping

Sports

Travel

TV

Video Games

0.6
0.8
1
1.2
1.4
1.6

Coupon Lovers
Coupon Abstainers
Everyone Else

MyType © 2010 | 27
POLITICAL ORIENTATION
Libertarians, 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

Online Coupon Usage by Political Orientation

1.4

1.2

0.8

0.6

0.4

Coupon Lovers Coupon Abstainers Everyone Else

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

www.mytype.com | 28
RELIGIOSITY
Devoutly 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

Online Coupon Usage by Religiosity

1.4
1.3
1.2
1.1
1
0.9
0.8
0.7
0.6
Devoutly Religious Somewhat Spiritual, not Non-religious, non-
Religious religious spiritual

Coupon Lovers Coupon Abstainers Everyone Else

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

MyType © 2010 | 29
MEDIA CONSUMPTION
Respondents 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

Online Coupon Usage by Primary Media

Consumption

1.3
1.2
1.1
1
0.9
0.8
0.7
0.6
0.5
0.4
0.3
Internet TV Radio Newspapers Books Movies
& Magazines

Coupon Lovers Coupon Abstainers Everyone Else

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

www.mytype.com | 30
CONCERN FOR THE ENVIRONMENT
Respondents 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

Online Coupon Usage by Concern for the

Environment

1.4

1.3

1.2

1.1

0.9

0.8
Not very Somewhat One of many Very important Of utmost
important important important importance
things

Coupon Lovers Coupon Abstainers Everyone Else

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 0.99
Of utmost importance 1.37 1.23 0.92
Bold numbers are statistically significant at p < 0.10.

MyType © 2010 | 31
SEVEN SINS
Respondents 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

Online Coupon Usage by Biggest Sin

2.2

1.8

1.6

1.4

1.2

0.8

0.6

0.4
Anger Envy Greed Laziness Lust Overeating Pride

Coupon Lovers Coupon Abstainers Everyone Else

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 1.09
Lust 1.27 0.96 0.97
Overeating 1.6 0.78 0.96
Pride 1.62 0.73 0.97
Bold numbers are statistically significant at p < 0.10.

www.mytype.com | 32
WORK CULTURE PREFERENCE
Respondents 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

Online Coupon Usage by Work Culture

Preference

Competence

Creativity

Efficiency

Independence

Innovation

Integrity

Intelligence

Morality

Order

Relationships

Respect

Social Responsibility

Team Work

Work Ethic

0.60
0.80
1.00
1.20
1.40
1.60

Coupon Lovers
Coupon Abstainers
Everyone Else

MyType © 2010 | 33
 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 1.01
Independence 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 1.03
Work Ethic 1.03 0.95 1.00
Bold numbers are statistically significant at p < 0.10.

www.mytype.com | 34
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 and
education 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 income

bracket being moderately underrepresented
• Only roughly a third as many African
Americans
• Over 75% more Asians The normalized sample of 8,566 US
• Half the number of Northeasterners and resident respondents mostly resembles the
general US population. The few modest
substantially more people in the West
differences are to be expected from the
• Substantially more educated internet-using subset of the US.

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.

MyType © 2010 | 35
THE RAW NUMBERS
In August 2010, Deals.com sponsored a survey of 14,730 of MyType’s 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 MyType’s psychology
surveys for 14,730 random users. The total sample is comprised of 12,462 completions of
MyType’s 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 NORMALIZATION

The 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.

www.mytype.com | 36
HOUSEHOLD INCOME DISTRIBUTION
The 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 sample’s 13-49 age restriction means
that households in which everyone is 50 or older are not at all represented.

Income Distribution

35%

30%

25%

20%

15%

10%

5%

0%
Less than $25-50k $50-75k $75-100k $100-200k $200k or
$25k more

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%

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

MyType © 2010 | 37
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 normalized
sample.

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 provided
are 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.

www.mytype.com | 38
 Distribution by Primary Race

80%

70%

60%

50%

40%

30%

20%

10%

0%
White Black or Some other Asian American Pacific
African race Indian or Islander
American Alaska
Native

Normalized Sample US Census 2008

Primary Race Normalized Sample US Census 2008 Difference
White 77.9% 76.8% +1.1%
Black or African
4.6% 12.7% -8.1%
American
Some other race 7.1% 5.0% -2.1%
Asian 8.2% 4.5% +3.7%
American Indian or
1.7% 0.8% +0.9%
Alaska Native
Pacific Islander 0.5% 0.1% +0.4%

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

MyType © 2010 | 39
REGIONAL DISTRIBUTION
The normalized sample is underrepresented in the East and overrepresented in the West. As
described earlier, no respondents with undefined locations are included in the normalized
sample. Note that the US census regional distribution is based on the entire US population
whereas the survey sample is restricted to ages 13-49.

Regional Distribution

40%

35%

30%

25%

20%

15%

10%

5%

0%
Northeast Midwest South West

Normalized Sample US Census 2009

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%

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

www.mytype.com | 40
EDUCATION LEVEL DISTRIBUTION
The 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
sample’s 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.

Distribution by Education Level

35%

30%

25%

20%

15%

10%

5%

0%
Some High High School Some 2 Year Bachelor’s Beyond
School College Degree Degree Bachelor’s

Normalized Sample US Census 2009

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%
Bachelor’s Degree 27.2% 18.3% +8.9%
Beyond Bachelor’s 17.3% 9.9% +7.4%

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

MyType © 2010 | 41
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 COLLECTION
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 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 extrinsically
motivated respondents.

QUESTION REFINEMENT
When 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 answer
options, 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.

MyType © 2010 | 42
DATA REFINEMENT
Data 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 NORMALIZATION
The 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 ASSESSMENTS
Each respondent completed a personality survey and/or values survey.

PERSONALITY
MyType 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
Personality 30 personality traits used to label the
Bottom 20% Top 20%
Dimension top and bottom 20% of each
Extraversion Introverted Extraverted dimension are defined in the table to
Assertiveness Discreet Assertive the left.
Enthusiasm Reserved Enthusiastic
Agreeableness Disagreeable Agreeable The Big Five is the de facto
Compassion Detached Compassionate personality model in contemporary
Politeness Aggressive Polite psychology research. The specific
Diligence Careless Diligent survey MyType uses, the Big Five
Industriousness Procrastinating Industrious Aspect Scales (BFAS), was
Organization Unorganized Organized developed by Colin DeYoung, PhD.
Emotional Stability Neurotic Assured
More can be learned about the survey
Composure Temperamental Composed
at Dr. DeYoung’s website:
Security http://www.tc.umn.edu/~cdeyoung/Re
Insecure Secure
Sophistication search.htm. Note that in some cases
Unsophisticated Sophisticated
Intellect
we use slightly different personality
Unintellectual Intellectual
Imagination
trait labels than Dr. DeYoung.
Literal Imaginative

MyType © 2010 | 43
VALUES
MyType 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
The motivational goal of influence is the attainment of social status and prestige and
Power control or dominance over people and resources.
The motivational goal of achievement is personal success through demonstrated
competence. Competence is evaluated in terms of what is valued by the system or
Achievement organization in which the individual is located.
The motivational goal of hedonism is pleasure or sensuous gratification for oneself.
This value type is derived from physical needs and the pleasure associated with
Pleasure satisfying them.
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 to
maintain an optimal level of activation. Thrill seeking can be the result of strong
Stimulation stimulation needs.
The motivational goal of self-direction is independent thought and action (for
example, choosing, creating, exploring). Self-direction comes from the need for
Self-direction control and mastery along with the need for autonomy and independence.
The motivational goal of universalism is the understanding, appreciation, tolerance,
Universalism and protection of the welfare for all people and for nature.
The motivational goal of benevolence is to preserve and enhance the welfare of
Benevolence people with whom one is in frequent personal contact.
The motivational goal of tradition is respect, commitment, and acceptance of the
customs 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 an
Tradition expression of its unique worth and, hopefully, its survival.
The motivational goal of conformity is restraint of action, inclinations, and impulses
likely to upset or harm others and violate social expectations or norms. It is derived
from the requirement that individuals inhibit inclinations that might be socially
Propriety disruptive in order for personal interaction and group functioning to run smoothly.
The motivational goal of security is safety, harmony, and stability of society or
Security relationships, and of self.

www.mytype.com | 44
LIKELIHOOD CALCULATIONS
Most 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 SIGNIFICANCE
For 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.

MyType © 2010 | 45