"The study of 8,500 consumers, conducted by MyType, found that the people most likely to use online coupons include six-figure income earners, the highly educated, the highly imaginative, extroverts, and those who value social responsibility and the environment."
This confirms what Harris found in a couponing study published this spring: Here is the Deals.coms profile of coupon lovers and haters. You can read the full report here
Profile of a coupon "lover":
- People with household incomes in excess of $100,000 per year are roughly two times more likely to be coupon lovers.
- People who score as extraverted and imaginative on a standard psychological assessment of personality are respectively 47% and 25% more likely than others to favor online coupons.
- Women are 67% more likely than men to be coupon lovers.
- 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.
- College-educated people are 78% more likely than the non-college educated to be coupon lovers.
- Parents are 48% more likely than non-parents to be coupon lovers.
- Northeasterners are 66% more likely than West Coasters to be coupon lovers.
- Coupon lovers are 220% more likely than avoiders to highly value tradition, and 96% more likely to highly value self-direction.
- 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 avoiders.
- Devoutly religious people are 31% more likely to be coupon lovers and substantially less likely to be coupon avoiders.
- Libertarians are 47% more likely to be online coupon users.
Profile of a coupon "avoider":
- People who score as insecure or temperamental on a standard psychological assessment of personality are 33% more likely to be avoiders.
- Detached, sophisticated, careless and procrastinating people are also each at least 20% more likely to be coupon abstainers.
- Men are 27% more likely 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 others to be coupon lovers.