March 20, 2011

Cellfire Inc. announced that consumers ranked its digital grocery coupons higher in a number of key shopping and convenience factors than coupons from newspapers, the mail or printable web coupons, according to a recent survey* of its save-to-card customers by Market Dynamics. In fact, nearly 60 percent of Cellfire customers surveyed revealed that having access to Cellfire coupons influenced their choice of where to shop for groceries. The recent survey also revealed that more frugal customers affiliated with the Republican Party (44 percent) are actively using Cellfire, as opposed to Democrats (27 percent).

"Cellfire users are the hard to reach consumers that brands and retailers want to engage with, and their decisions of where to shop and what to buy are often dictated by what coupons they receive," said Robert Drescher, CEO of Cellfire. "By distributing millions of coupons each month to thousands of grocery stores across the country, we are helping to save consumers money and drive business for our grocer and brand partners. Everyone wins with our all digital grocery coupons, even the environment."

The majority of survey respondents ranked Cellfire offers highest over coupons from newspapers, mail and printed web coupons in the areas of environmental friendliness (85 percent), ease-of-use (74 percent), convenience (73 percent) and time saved at checkout (72 percent). Other highlights from the survey include:

* Engaged Consumers – The majority of Cellfire customers (71 percent) regularly check for digital coupons before or during their grocery shopping trip
* Power Shoppers – Cellfire users have very high median household income of $75,000 and more than half (58 percent) have a four-year college degree or higher, compared to 2009 norms of $50,000 annual income and 49 percent college graduate.
* Chief Household Operators (CHOs) and Moms – The majority of Cellfire customers are CHOs: women (88 percent) and a parent (74 percent)

Survey respondents** from Cellfire's mobile users differ from web–based save-to-card users, as they are more male (32 percent vs. 12 percent), more ethnically diverse with a higher percentage of African Americans and Hispanics, have a higher income and are much less likely to use paper/printed coupons on the same trip.

For more information at http://www.cellfire.com

* The survey was conducted by Market Dynamics and fielded by email. The survey directed at save-to-card ( STC) Cellfire users was emailed to 20,555 members on December 7, 2010 and the quota of 2,000 respondents was reached on December 9, 2010.

** The survey was conducted by Market Dynamics and fielded by email. The email survey targeting Cellfire Mobile Apps STC users was issued to members between January 17 and February 6, 2011. A total of 411 respondents completed the survey for a 14% response rate as of survey close. Data noted in this release combines the results from both surveys.

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