Older Adults Join Their Younger Counterparts in Embracing Mobile Coupon Usage

Cellfire Updates Top 10 Markets of Smart Shoppers Using Cell Phones to Reap
Big Savings

SAN JOSE, Calif., Feb. 7 /PRNewswire/ -- Cellfire Inc., the only
nationwide mobile discount offer and coupon service, today released key
findings regarding mobile coupon redemption, including the top 10 cities in
America that are super savers. Building on its first mobile coupon metrics
released in July 2007, these new findings point to increased usage of mobile
coupons by 119 percent over the last six months with 94 percent of metro areas
increasing in usage.
The findings of the Cellfire survey are reinforced by leading industry
analysts. As noted in a recent independent survey from ABI Research, mobile
coupons and discount offers remain the top mobile marketing incentive for
consumers with 63 percent of these consumers stating that a coupon would be
the most effective incentive to get them to respond to a mobile marketing
message. According to Mike Wolfe, ABI research director, the second most
popular response (chosen by 52 percent of those consumers) was a discount at a
local store. The positive reaction to these two types of incentives
demonstrates the potential value in mobile coupons. (source: ClickZ, 1/15/08)
California tops the list of areas with the highest per capita usage of
mobile coupons, taking four of the top ten spots. Previously unranked, Ohio
made a strong surge demonstrating the biggest increase in usage with Dayton
and Cincinnati making the top ten. The findings are based on mobile coupons
redeemed during the six month period ending December 31, 2007.
Top 10 Markets for Mobile Coupon Usage per Capita:
1. Sacramento/Stockton/Modesto, CA (previously #2)
2. Dallas/Fort Worth, TX (previously #4)
3. San Francisco/Oakland/San Jose, CA (previously #7)
4. Atlanta, GA (previously #10)
5. Monterey/Salinas, CA (previously #14)
6. Dayton, OH (previously #78)
7. Cincinnati, OH (previously #21)
8. Chico/Redding, CA (previously #3)
9. Sioux City, IA (previously #64)
10. Jonesboro, AR (previously #8)

Although the majority (70 percent) of coupons redeemed was from mobile-
savvy shoppers under age 34, there is significant and increasing activity
among older consumers to save money with their cell phone. Mobile coupon
redemption by consumers over age 34 more than tripled in the last six months,
and this age group now represents 30 percent of the mobile coupon users.
Mirroring the last survey findings, merchants continue to receive a mid-
week boost in sales with Tuesday being the day consumers most often used
coupons, followed closely by Sunday and then Wednesday. Tuesday and Wednesday
are typically slower days for retail, and yet rank high for mobile coupon
usage.
Cellfire automatically delivers savings directly to consumers via their
mobile phones, and provides frequently updated discounts specific to their
geographic area. Unlike text-based offers, Cellfire's application-based
service enables consumers to easily store, search and use many discounts
across multiple merchants and locations.
About Cellfire
Cellfire provides consumers with convenient discounts directly on their
mobile phones. Cellfire is the first nationwide mobile coupon and discount
offer service that allows consumers to easily access deals from brand-name
merchants nationwide through their cell phone. Founded in January 2005,
Cellfire is headquartered in San Jose, California. For more information or to
download Cellfire, visit http://www.cellfire.com.
SOURCE Cellfire Inc.

Mary Placido of GolinHarris, +1-415-274-7902, mplacido@golinharris.com, for
Cellfire Inc.