The study profiles the demographics and psycho-graphics of both coupon “lovers” and coupon “avoiders.” One of the more surprising findings was that six-figure earners are actually twice as likely to actively seek and use online coupons than consumers with a lower income.
Here are also the profiles of both a coupon “lover” and a coupon “avoider”:
- Consumers with household income 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.
- 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.
- 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.
- 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.
There is much more in the report, and you may download the full 45-page Coupon Study 2010 in PDF here.