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 class mothers Insecure, low-income men General Population

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 1.4 who did not self-identify as devoutly religious: the somewhat 1.2 religious; the spiritual, not religious; and the non-religious, 1 non-spiritual. This figure can also 0.8 be stated as “devoutly religious people are 31% more likely than 0.6 others to be coupon lovers”. Devoutly Somewhat Spiritual, not Non-religious, Turning our attention to the green Religious Religious religious non-spiritual bar, devoutly religious people are only 0.7 times – or roughly twoCoupon 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 times more likely than others to be coupon lovers, and likelihood ratio above 1 means only 0.7 times as likely to be coupon abstainers. Spiritual, more likely and below 1 means 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: Likelihood Ratio of P to O = The percentage of P that falls in 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 coupon abstainers. In terms of trait combinations, Upper-middle class mothers are more men who did not pursue education beyond high likely than others to be coupon lovers. 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. www.mytype.com

|8

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 Coupon Lovers
Age 13-17 18-23 24-29 30-39 40-49 13-17

24-29 Coupon Abstainers

30-39 Everyone Else

40-49

Coupon Lovers 0.48 0.81 1.15 1.08 1.33 0.48

Coupon Abstainers 0.94 0.69 1.03 1.01 1.25 0.94

Everyone Else 1.08 1.08 0.98 0.99 0.93 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 Coupon Lovers
Gender Men Women

Women Coupon Abstainers Everyone Else
Everyone Else 1.02 0.98

Coupon Lovers 0.6 1.67

Coupon Abstainers 1.27 0.79

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 $25k $25-50k $50-75k $75-100k $100-200k Everyone Else
Everyone Else 1.01 (1.00) 0.98 (0.97) 1.00 (1.01) 1.06 (1.10) 0.98 (0.99) 1.00 (1.01)

More than $200k

Coupon Lovers
Age Less than $25k $25-50k $50-75k $75-100k $100-200k More than $200k

Coupon Abstainers

Coupon Lovers 0.67 (0.73) 0.88 (0.87) 1.15 (1.12) 0.83 (0.79) 1.64 (1.55) 1.41 (1.40)

Coupon Abstainers 1.29 (1.40) 1.31 (1.31) 0.87 (0.86) 0.78 (0.77) 0.61 (0.58) 0.65 (0.65)

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 2 1.5 1 0.5 0

Coupon Lovers
Primary Race American Indian Black Chinese Filipino Hispanic Indian Japanese Korean Middle Eastern

Coupon Abstainers

Everyone Else
Everyone Else 1.16 1 0.9 0.99 1.03 1.14 0.96 1.1 0.78

Coupon Lovers 0.24 0.91 2.18 0.93 0.7 0.87 2.01 1.03 0.89

Coupon Abstainers 0.59 1.09 0.71 1.15 1.07 0.19 0.44 0.29 2.59

www.mytype.com

| 12

Primary Race Other Asian Pacific Islander Vietnamese White

Coupon Lovers 0.74 0.086 2.58 1.05

Coupon Abstainers 1.31 0.45 1.14 1.07

Everyone Else 0.99 1.2 0.78 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
Census Division New England Mid-Atlantic South Atlantic East South Central East North Central West North Central West South Central Mountain Pacific

Coupon Abstainers

Everyone Else
Everyone Else 0.97 0.95 1.01 1.02 1.02 0.93 1.02 0.98 1.03

Coupon Lovers 1.31 1.49 1.02 0.94 0.88 1.11 1.02 1.14 0.8

Coupon Abstainers 0.95 0.92 0.94 0.91 0.98 1.38 0.83 1 0.98

www.mytype.com

| 14

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 1 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 Some High School High School Some College Associate's Degree Technical Degree Bachelor's Degree Master's Degree Graduate Degree PhD/Post-Doctorate

Coupon Lovers 0.22 (0.26) 0.59 (0.68) 1.01 (1.01) 1.05 (0.98) 0.92 (0.84) 1.34 (1.26) 1.19 (1.07) 1.32 (1.22) 1.42 (1.31)

Coupon Abstainers 1.58 (1.80) 1.12 (1.26) 1.04 (1.04) 1.18 (1.15) 0.99 (0.95) 0.76 (0.73) 0.93 (0.87) 1.00 (0.97) 0.88 (0.65)

Everyone Else 1.02 (0.97) 1.04 (1.01) 0.99 (1.00) 0.97 (0.98) 1.01 (1.03) 1.00 (1.01) 0.99 (1.01) 0.96 (0.97) 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 Coupon Lovers
Parenthood Parents Non-parents

Non-Parents Coupon Abstainers Everyone Else
Everyone Else 0.94 (0.99) 1.06 (1.01)

Coupon Lovers 1.48 (1.26) 0.68 (0.79)

Coupon Abstainers 1.04 (0.89) 0.96 (1.12)

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

Personality Dimension

Extremes Introverted Extraverted Discreet Assertive Reserved Enthusiastic Disagreeable Agreeable Detached Compassionate Aggressive Polite Careless Diligent Procrastinating Industrious Unorganized Organized Neurotic Assured Temperamental Composed Insecure Secure Unsophisticated Sophisticated Literal Imaginative Unintellectual Intellectual

Extraversion
Assertiveness Enthusiasm

Agreeableness
Compassion Politeness

Diligence
Industriousness Organization

Emotional Stability
Composure Security

Sophistication
Imagination Intellect

Coupon Lovers 0.76 1.47 0.67 1.38 1.06 1.19 1.08 1.12 0.74 1.19 1.00 1.00 0.81 1.17 0.97 1.04 0.79 1.16 0.69 1.11 0.77 1.20 0.63 0.97 0.74 1.06 0.76 1.25 0.89 1.20

Coupon Abstainers 1.05 0.73 1.14 0.89 1.10 0.68 1.10 0.97 1.23 0.92 0.99 0.87 1.20 0.87 1.20 0.93 1.03 0.81 1.33 0.66 1.11 0.69 1.34 0.80 0.89 1.21 1.10 1.06 0.68 1.16

Everyone Else 1.02 0.99 1.02 0.98 0.98 1.03 0.98 0.99 1.00 0.99 1.00 1.02 1.00 1.00 0.98 1.01 1.02 1.01 0.99 1.04 1.01 1.03 1.00 1.04 1.05 0.96 1.02 0.96 1.07 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 1 0.8 0.6

Coupon Lovers

Coupon Abstainers

Everyone Else

www.mytype.com

| 24

Value Extremes Low Power High Low Achievement High Low Pleasure High Low Stimulation High Low Self-Direction High Low Universalism High Low Benevolence High Low Tradition High Low Propriety High Low Security High

Coupon Lovers 0.72 1.05 1.57 0.57 1.11 1.12 1.3 0.92 1.12 1.63 1.11 0.61 0.93 0.77 0.72 1.97 0.81 1.03 0.89 0.85

Coupon Abstainers 1.52 0.99 1.61 1.01 1.53 1.24 0.75 1.19 0.86 0.94 0.64 1.32 0.7 1.37 1.63 0.99 1.32 0.84 1.2 0.61

Everyone Else 0.98 0.99 0.87 1.06 0.93 0.96 0.99 0.99 1 0.94 1.03 1.02 1.05 0.99 0.97 0.9 0.99 1.02 0.99 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 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 Coupon Lovers 1.02 1.08 0.96 1.34 1.23 0.84 0.68 1.33 1.12 1.5 1.11 1.24 1.64 1.35 0.85 0.9 0.97 1.24 0.85 0.91 1.12 1.06 1.46 1.13 1.29 1.08 0.63 Coupon Abstainers 1.08 0.99 0.92 0.91 1.01 0.99 0.95 0.63 0.94 0.81 1.1 0.86 1.13 0.75 1.02 0.8 1.02 0.68 1.01 0.84 0.85 1.24 0.74 0.74 0.8 0.82 0.99 Everyone Else 0.99 0.99 1.02 0.97 0.97 1.02 1.05 1.04 0.99 0.97 0.97 0.99 0.91 1.01 1.02 1.05 1 1.03 1.02 1.04 1.01 0.96 0.99 1.03 1 1.02 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
Coupon Lovers
0.8
1
1.2
1.4
1.6

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 1 0.8 0.6 0.4

Coupon Lovers
Political Orientation Moderate Liberal Conservative Libertarian Issue-based, non-ideological Cynical/alienated Uninterested in politics

Coupon Abstainers

Everyone Else
Everyone Else 1 0.97 1 1.01 0.94 1.1 1.07

Coupon Lovers 0.78 1.23 0.91 1.47 1.25 0.49 0.61

Coupon Abstainers 1.2 1.06 1.11 0.57 1.28 0.69 0.83

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 Religious Spiritual, not religious Non-religious, nonspiritual

Coupon Lovers
Religiosity Devoutly Religious Somewhat Religious Spiritual, not religious Non-religious, non-spiritual

Coupon Abstainers

Everyone Else
Everyone Else 1.01 1.03 0.96 1.01

Coupon Lovers 1.31 0.95 0.9 1.01

Coupon Abstainers 0.7 0.84 1.38 0.96

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 Coupon Lovers
Primary Media Internet TV Radio Newspapers & Magazines Books Movies

Radio

Newspapers & Magazines

Books

Movies

Coupon Abstainers

Everyone Else
Everyone Else 0.98 (0.97) 1.02 (1.03) 1.06 (1.04) 1.08 (1.09) 0.98 (0.99) 1.05 (1.04)

Coupon Lovers 1.29 (1.32) 0.86 (0.82) 0.66 (0.66) 1.15 (1.09) 0.97 (0.96) 0.47 (0.51)

Coupon Abstainers 0.96 (0.97) 0.99 (0.97) 0.93 (0.93) 0.39 (0.38) 1.16 (1.15) 1.14 (1.20)

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 1 0.9 0.8 Not very important Somewhat important One of many important things Coupon Abstainers Very important Of utmost importance

Coupon Lovers

Everyone Else

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

Coupon Lovers 1.04 0.89 0.94 0.98 1.37

Coupon Abstainers 0.98 0.90 0.92 1.08 1.23

Everyone Else 1.00 1.03 1.02 0.99 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 2 1.8 1.6 1.4 1.2 1 0.8 0.6 0.4 Anger Envy Coupon Lovers
Biggest Sin Anger Envy Greed Laziness Lust Overeating Pride

Greed

Laziness

Lust

Overeating

Pride

Coupon Abstainers

Everyone Else
Everyone Else 0.96 1.07 0.82 1.09 0.97 0.96 0.97

Coupon Lovers 0.44 0.46 2.09 0.58 1.27 1.6 1.62

Coupon Abstainers 2.18 0.97 1.42 0.78 0.96 0.78 0.73

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
Everyone Else
1.60

Coupon Lovers

Coupon Abstainers

MyType © 2010

| 33

Work Culture Preference Competence Creativity Efficiency Independence Innovation Integrity Intelligence Morality Order Relationships Respect Social Responsibility Team Work Work Ethic

Coupon Lovers 1.03 0.84 1.02 0.75 1.11 1.13 1.11 1.35 0.83 1.26 0.72 1.71 0.84 1.03

Coupon Abstainers 0.79 1.27 0.89 1.29 1.31 1.08 0.91 0.99 0.82 0.92 1.12 0.65 0.91 0.95

Everyone Else 1.03 0.98 1.01 0.99 0.94 0.97 1.00 0.96 1.05 0.98 1.02 0.96 1.03 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 Half the number of Northeasterners and substantially more people in the West Substantially more educated
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.

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 $25k $25-50k $50-75k $75-100k $100-200k $200k or more

Normalized Sample
Household Income Less than $25k $25-50k $50-75k $75-100k $100-200k $200k or more Survey Sample 20.8% 30.6% 19.2% 12.4% 13.6% 3.4%

US Census 2006
US Census 2006 28.2% 26.7% 18.3% 10.9% 13.1% 2.7% Difference -7.4% +3.9% +0.9% +1.5% +0.5% +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 African American Some other race Asian American Indian or Alaska Native Pacific Islander

Normalized Sample
Primary Race White Black or African American Some other race Asian American Indian or Alaska Native Pacific Islander Normalized Sample 77.9% 4.6% 7.1% 8.2% 1.7% 0.5%

US Census 2008
US Census 2008 76.8% 12.7% 5.0% 4.5% 0.8% 0.1% Difference +1.1% -8.1% -2.1% +3.7% +0.9% +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 Normalized Sample
Census Region Northeast Midwest South West Normalized Sample 8.7% 24.7% 33.3% 33.3%

South US Census 2009
US Census 2009 18.0% 21.8% 36.9% 23.3%

West

Difference -9.3% +3.9% -3.6% +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 School Some College 2 Year Degree Bachelor’s Degree Beyond Bachelor’s

Normalized Sample
Education Level Some High School High School Some College 2 Year Degree Bachelor’s Degree Beyond Bachelor’s Normalized Sample 1.4% 8.0% 31.8% 11.6% 27.2% 17.3%

US Census 2009
US Census 2009 13.3% 31.0% 18.4% 8.7% 18.3% 9.9% Difference -11.9% -23.0% +13.4% +2.9% +8.9% +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, highlevel personality domains and two detailed aspects, or traits, of each of the five domains. The 30 personality traits used to label the Personality Bottom 20% Top 20% Dimension top and bottom 20% of each Extraversion dimension are defined in the table to Introverted Extraverted Assertiveness the left. Discreet Assertive
Enthusiasm Agreeableness Compassion Politeness Diligence Industriousness Organization Emotional Stability Composure Security Sophistication Intellect Imagination Reserved Disagreeable Detached Aggressive Careless Procrastinating Unorganized Neurotic Temperamental Insecure Unsophisticated Unintellectual Literal Enthusiastic Agreeable Compassionate Polite Diligent Industrious Organized Assured Composed Secure Sophisticated Intellectual Imaginative

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 survey at Dr. DeYoung’s 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.

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