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Transcript of 318 Final Findings
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8/12/2019 318 Final Findings
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Research By:
Gentry GustinStephanie ProbertSamantha GilbertMary Dalrymple
McKall Morris
Avantar LocalResearch and
Key Findings
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Avantar Local has a moderate social media presence as they have an active Twitter,
Facebook and Instagram. The Instagram handle is @Avantarlocal with 5 followers and 14
pictures posted. (1) The Facebook link ishttps://www.facebook.com/avantarlocalwith 48
likes and few, scattered posts. (2) The Twitter has the largest following of the three, with
409 followers and 362 tweets. The handle is @AvantarApps and Avantar last tweeted in
May of 2013. (3) The social media presence has definite,
necessary room to grow as Avantar continues to succeed
in the mobile industry.
The word Avantar is a spin on the Italian word meaning, to throw. The idea
behind the name is that they came out of nowhere, however are successful as a mobile
application development company. Coming at the head of the curve, Avantar was one of
the first mobile companies to provide applications offered on iOS systems. With the
success of Yellowpages, Avantar was able to ride out as a prominent figure in app
development early on.
Avantar develops apps for 2 categories, the first being directory apps and the
second being movie listing apps. Top directory apps include Google Maps, Yellowpages,
and Yelp. All three separate entities are top in the directory application field. Yelp is the
best known amongst Millenials and Google Maps may not be perceived as a directory app
in the eyes of our target audiences. According to inside Mobile Apps, the mobile app
market is a $27 billion market. (4)
The Company
https://www.facebook.com/avantarlocalhttps://www.facebook.com/avantarlocalhttps://www.facebook.com/avantarlocal -
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Avantar Local created one of the first local search mobile applications and has been able
to maintain leadership in mobile searching. Avantar has created mobile device applications such
as Showtimes, Munch, Movies by OneTap, AirYell, Calculator AXL, PowerGraph, Yellow
Pages, and White & Yellow Pages. These applications were all
designed for users on the move. We will focus on two of these
products, Yellow Pages and White & Yellow Pages, which are free
apps located in the App store on Smartphone's.
Yellow Pages is a leader in local businesses, movie listings
and restaurant mobile searches, including location auto detect, sorted
results based on distance, business info, easy shortcuts, etc. (5).
Collectively, over sixty million listings are served monthly, and the app sees over 8 million
unique visits per month (6) .The application is frequently and easily updated using
PowerListings, which allows business owners to update their business listings in Avantar's
directory in just minutes. This feature keeps the app up-to-date and accurate which provides a
better experience for the user.
White & Yellow Pages, however, takes local searches a step further by allowing users to
not only search for local businesses, movie times and restaurants, but individuals as well such as
friends, family, coworkers, etc. This product includes navigation, coupons, rate and reviews of
businesses, restaurant menus, the option to make reservations, movie ratings, business info, etc.
This application also uses PowerListings to update directories and listings (5).
The Product
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The mobile app development industry has grown quickly with the increasing popularity
of smart phones and tablets (9). By the end of 2013, experts believe that mobile devices will
outnumber the population on earth (7). Over 56 percent of the current population owns a
Smartphone and 80 percent of all mobile time is spent using apps. More than one billion apps
are downloaded each day (8). T mobile business is also growing quickly. Eighty percent of
consumers plan to use a mobile device for commerce in the next two months (7). Fifty-seven
percent of consumers say they would not recommend a business with a poorly designed
mobile site and 41 percent of people have used a mobile device to browse for a product after
seeing it in a show or ad. Thirty-six percent of shoppers use their mobile device to search for
store locations. Seventy two percent of tablet users make purchases from their devices on a
weekly basis and tablet users spend 50 percent more money while shopping on their devices
than online shoppers using a PC.
According to Digital Buzz Blog, 54 percent of mobile advertising is done through apps
(7). Seventy-five percent of users say that mobile ads introduced them to something new, 45
percent say that mobile ads influenced their in-store purchases, and 46 percent say that
mobile ads influenced their purchases via mobile device. Eighty percent of users downloaded
an app after seeing an ad for it, 67 percent visited the website of the advertiser and 52 percent
visited the store. The mobile app industry is the fastest growing industry in history (9). The
time it took the Draw Something app to reach 50 million users was only 50 days (7). In
comparison, it took Facebook 3.5 years to reach that point. Mobile web adoption is growing
eight times faster than web adoption did in the late 1990s and early 2000s (9).
The Industry
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Directory Apps:
In the area of Directories, Yellow Pages and White & Yellow Pages dominate the
field. Other competing apps include, Tryda- a business directory, and EXtoUse.coms
Yellow Pages app. In addition, there are a handful of other Yellow Pages searching apps
that havent had a large impact in download numbers or reviews. Some
more specified directory apps that may be in competition are Yelp and
Urbanspoon.
Yelp is a website-app combination that works to get business
ratings and reviews that has been running since 2004. There are many ways
to interact with the app. This free app is an easy and familiar place to go to
for discovering businesses and restaurants near you (15). Recent reports
claim Yelp may be on a decline though, as competition and market saturation begin to take
a toll (14).
Urbanspoon is a free app that uses GPS to find nearby restaurants to the user. It lists
restaurant by cuisine or price range but its random restaurant mode it what gets a lot of
buzz. It includes ratings, operating hours, menus and pictures of the food for certain
restaurants. It includes the option of filtering the restaurants you want by different
categories like gluten free, kid friendly or by price (13).
Competitors
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Competing Apps: Google Maps
Google Maps started online, but has become a huge competitor in directory apps. It
has many map-based services including maps, a ride finder, transit maps, street view and
route planner for traveling by foot, car, bike or public transportation. It also includes a
locator for businesses in most countries around the world. Most of the images used by
Google maps are updated every 3 years, keeping its map views fresh and relevant.
Right now Google Maps for mobile is the most popular app in the world, with over
54% of global smartphone owners using it at least once during the month of August 2013.
It is considered the dominant map and directory app in the market (10).
SWOT: Google Maps v. Yellow Pages
Strengths-Yellow Pages is a associated with the
physical Yellow Pages book and
therefore reliability.
-Yellow Pages does more than find a
location or business, it pulls up menus,
has deals and can find show times.
Weaknesses-Google Maps updates images every three years
(keeps itself relevant).
-Google Maps has many map-based services
including maps, a ride finder, transit maps, street
view and route planner for traveling by foot, car, bike
or public transportation.
Opportunities
- Yellow Pages has room and
opportunity to grow.- Can add similar features as Google
Maps travel by foot, car, bike or public
transportation feature.
Threats
-Google Maps is the most popular app in the world .
-54% of smartphone users use Google Maps at leastonce a month.
-Google Maps has a worldwide business locator.
- Built into most smartphones.
-Uses satellites.
Comepetitors Continued: Main Competitors
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Competing Apps: Apple Maps
Apples Map application was powered by Google Maps from 2007 to September
2012, when Apples own mapping system was announced. Some of the exciting new
features mentioned are 3D or Flyover facility and it was widely praised for outclassing
Googles app. However, following the release, the comments about Apple Maps were not
as good. There was considerable criticism for improper labeling of places and unmapped
roads. Many errors included the wrong location for the Apple Store in Sydney, Australia,
marking an entire city as a hospital, misclassifying a nursery as an airport and more. Also
the 3D feature that had previously been praised had many issues, like distorting images and
making some construction seem collapsed. Along with these complaints, came complaints
of its lack of certain features contained in Google Maps that were expected like Street View
and transit directions.
Apple responded by saying they were continuously improving and that they
appreciate all the customer feedback." The release of Apple Maps was named one of the
top 10 technology fails of 2012 (12), but recently it seemsApple Maps has been able to
re-correct their course. New reports show that since the 2012 launch of Apple Maps,
Google Maps has lost 23 million users. The following graph shows how Google Maps
dropped following the September 2012 launch of Apple Maps(11).
Comepetitors Continued: Main Competitors
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This graph shows the progression of Google Maps and shows the steep drop that occurredin September 2012, when Apple Maps was released. The graph uses the Facebook app as arelative comparison since the two apps has similar directions and download numbers untilthe new apple app was released.
SWOT: Apple Maps v. Yellow Pages
Strengths-Yellow Pages is a associated with the physicalYellow Pages book and therefore reliability.-Yellow Pages does more than find a location orbusiness, it pulls up menus, has deals and can findshow times.-The 3D feature that was supposed to make AppleMaps ahead of the curve actually distorted images--Yellow Pages is not known widely for any suchissues.
Weaknesses-Apple Maps responded to criticismand feedback well and worked toimprove their app.- Avantar is not a well knowncompany like Apple.
Opportunities-Apple Maps has been criticized for their inaccuracy.-Avantar has the opportunity to get their name outand grow.
Threats-Apple Maps is built into Appleproducts, including the Smartphone'sand smart devices.-Apple is still a popular app despitesome criticism.-Apple is a high profile, reliablecompany, so their products will almostautomatically get publicity and use.
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Strengths:
Created for IOS One of the first when app store came
out Avantar has been able to coast along
because it was one of the first Apps Simple app- appeals to all types of
users Tied to Yellow and White pages
(credibility) Top competitor in Yellow and
White pages
Weaknesses:
The Yellow pages App is assumed tobe associated with the actual book
Little to no online information aboutthe app
The Yellow/White pages are notknown to Millenials- The brand isdying out
Google Maps, Yelp, etc. are hugesources of competition
Little awareness of the existence
Opportunities:
Re-brand Yellow Pages in the eyesof Millenials Create an actual website for the app
to make more accessible/ searchable Become a home screen app Be a built in app Improve interaction New phones are being released
(apps need to be downloaded) Have the app be used in everyday
life
One of the few to have graphingcalculator apps Break free of the Yellow Pages
book association
Threats:
Other directory app competitors Little awareness for app among key
public Phones come with a directory App
already downloaded Keeping up-to-date on constantly
changing information Apps are not top in markets of
restaurants, graphing and moviefinding
Big name competitors making appswith similar features (moreawareness)
SWOT Anaylsis
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Millennials are individuals born between the years 1981-1994, making them
between the ages of 32-18. Millennials are the largest generation following baby boomers;
they are largely the children of said baby boomers. There are 75 million millennials in the
United States. They are also the generation with the most diversity, with 38% of millennial
identifying as non-white(17).
Defining Life Experiences:
Fathers became more involved in parenting Grew up in The decade of the child Most hovered over generation Unprecedented parental supervision
and advocacy
Came of age during time of change andscandal
Defining Life Events
Columbine High School Shooting 9/11 Enron, WorldCom, etc scandals War in Iraq Nuclear threat from North Korea Emerging nations such as China &
India
Millennial Demographics
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Technology
Never experienced life without computers Never accumulation of knowledgeThe younger you are the more you know All information is a click away
Characteristics
Collaborative Impatient Comfortable with change Technology savvy Connected 24/7 Self-Confident Optimistic Independent Service Oriented
Beliefs
Education is good Integrity is admirable Parents are considered role models
Millenials are different from Gen-X and Baby boomers in several ways, to appeal to themyou need to change from traditional approaches in these ways:
OUT WITH IN WITH
Streamline & Efficient
One size fits all Customized
Passive Interactive
Corporate or political speak Honest
Intolerance Open Minded
Delays Now
Because it makes sense
(17)
Millenials expect a much greater
array of product and service
selectivity. They have grown up with
huge array of choices and they belie
that such abundance is their
birthright... They desire ultimate
consumer controlRichard Sweeney
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...Boomers have given them the confidence to be optimistic about their ability to make
things happen, and Xers have given them just enough skepticism to be cautious... If you
want to remember just one key word to describe Millennials, its realistic.
Lynne C. Lancaster and David Stillman from When Generations Collide. (17)They know the way things go down and are no longer nave about the workings of the
world and the intentions of businesses and other organizations.
Peter Sheahan from Generation Y: Thriving and Surviving with Generation Y atWork. (17)
Millennials expect a much greater array of product and service selectivity. They have
grown up with a huge array of choices and they believe that such abundance is their
birthright... They desire ultimate consumer control: what they want, how and when they
want it.
Richard Sweeney from Millennial Behaviors & Demographics (18)
Millennials are unhappy with limited choices.
Richard Sweeney from Millennial Behaviors & Demographics (18)
Millennials, by their own admission, have no tolerance for delays. They expect their
services instantly when they are ready. They require almost constant feedback to know how
they are progressing. Their worst nightmare is when they are delayed, required to wait in
line, or have to deal with some other unproductive process. Their desire for speed and
efficiency cannot be over estimated. The need for speedy satisfaction, or as some believe
instant gratification, permeates virtually all of their service expectations.
Richard Sweeney from Millennial Behaviors & Demographics (18)
Millennials are furious when they feel they are wasting their time; they want to learn whatthey have to learn quickly and move on. Millennials have no tolerance for services that do
not continuously and reliably work.
Richard Sweeney from Millennial Behaviors & Demographics (18)
Quotes about Millennials
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In research done by eMarketer, it was discovered that millennials are the most
likely to conduct real-time mobile searches of the generations. 43% of millennials used
Smartphone's to decide whether or not to visit a business. 31% of millennials used
Smartphone's to get traffic or public transit information (15).
US Mobile Phone Owners 18-29 Who Conduct Select Real-Time Mobile ActivesSource: Pew Internet & American Life Project May 7 2012
Activity %
Coordinate a Gathering 60%
Look up something to settle an Argument 45%
Decided whether or not to visit a business 43%
Get traffic or public transit info 31%
True to stereotype, millennials area digital population. Their heavy usage of
digital mediaincluding social networking, video viewing and gamingreflec
their extensive ownership of digital devices. None is more important than the
smartphone. eMarketer estimates that 95.2% of US millennial adults will be
mobile phone users by the end of the year. Among this group, nearly three-
quarters are expected to use smartphones.
-eMarketer Millennial Demographic (16)
Millennials and Apps
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Research done by eMarketing also shows the mobile device ownership of US
millenials. From this chart we can see that slightly more females than males use
Smartphone's. Also it shows the rise in tablet and e-readers. To reach this demographic,
apps must be able to be compatible on all these devices (15).
urce: Viamedia 2013 Television & Advertising Survey Conducted by Harris Interactive July 17 2013
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Here in another report done by eMarketer, we see the apps used by affluent
millennials on all their digital devices, including Smartphone's and tablets. Wed like to
highlight that 12% of these millennials use GPS/Directions/Maps on their devices. Another
20% use apps for Search/Reference (15).
0%
10%
20%
30%
40%
50%
60%
Games
Weather
E-readers
SocialNetwork
Music
Entertainment
News
GPS/Directions/Maps
Communication
Shopping
Business/Finance
Travel
Food/Cooking
HealthandFitness
Radio
Sports
Newspapers
Magazines
Search/Reference
Tools/Utilities
Education
Photography
Video
PersonalInvesting
Productivity
TVShows
Lifestyle
TVNetworks
Fashion/Style
Luxury
Types of Apps used by Affluent Millennials
urce: Pew Internet & American Life Project May 7 2012
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A look at the personal profile of millennials can open up the door for how they feel
about our product as well as directory apps in general. In our focus group, we had a variety
of different millennials. Three were graduated and working, one was a mother, and two
were full-time students, one at BYU and one at UVU. Four of the five guests had iPhones,
while the fifth had an Android. Upon downloading the application, White and Yellow
Pages, all of them seemed fairly pleased with the product. It was easy to use and visually
appealing. They had certain questions about the general layout of the app, but they liked it
overall.
Their suggestions and corrections for the application came when they were
analyzing the specific "home page" buttons. While most of the pictures were fairly self-
explanatory, each member of the group agreed that it would be a lot more appealing to have
the title of each button under each little picture. They all said that it would clear up any
confusion and make the product more user-friendly. Further, they really enjoyed that it had
each place in order of proximity. The only thing they didn't like was that establishments
that had paid more to be put at the top of the list. Granted, they each understood that in
order to be a sustainable app, they have to have paid advertisements all over, however they
didn't like that it threw off the order of which establishment was closest. One of the guests
kept trying to click the "flowers" button and an error kept popping up. Little glitches like
that seemed to turn them off occasionally. They each thought it was smart to connect to
Facebook so they didn't have to fill out their information, but would never have the app
Qualitative Research
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post on behalf of their Facebook page. One guest said she wishes the application would be
more visually appealing while another said he liked the fact that it was simple. They
enjoyed the movie section, but typically have better apps, like Fandango, for those
specifics.
As far as competing apps go, almost every single user had Google Maps as their
primary directory application. None of them used Yelp, although one or two of them had
heard of it, but they really only used Google search on their Safari browser or Google Maps
to find anything and everything they were looking for. A few of them had used Urban
Spoon in the past, but weren't avid users. Their complaints about Google Maps and Google
search were that it took a long time to load as well as location didn't really play a huge role
where it did on the White and Yellow Pages application. Also, sometimes applications can
be inaccurate. They complained that Google Maps will sometimes take them to the middle
of nowhere. While they didn't have a chance to test the app during our meeting as far as
accuracy, they all commented that it was important to have accuracy.
They primarily looked for speed and user-friendliness in apps. They said it's easy
for them to get impatient, waiting for an app to load. When heavy graphics take up a lot of
memory and space, they immediately delete the application. One suggestion they had and
appreciated from other apps was the automatic word fill in. When someone begins to type
out an address, it's nice to have the auto-fill on the search.
The competitive edge they all agreed to enjoy was that the White and Yellow Pages
application, once again, had everything laid out in order of proximity. They liked the user-
friendly images, but didn't think all of the topics were the most popular. They thought it
could take a bit of refining. They also agreed that the coupons/deals section of the
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application was great. They saw room for improvement in the way you purchase or
download coupons and suggested it be more like Groupon or LivingSocial. They said that
when an app serves the same purpose as an existing app on their phone, they don't keep it.
There wasn't a substantial "competitive edge" that they observed to keep this app over
another one. They thought "creating an account" was interesting, but wanted to know what
kind of things you could benefit from by creating an account. Would you get exclusive
access to coupons or something interesting?
Unfortunately, every single member said the app was great, but not enough for them
to keep it on their phones. They complained that it took up unnecessary space that just a
regular Internet search could do without the added storage usage. They didn't feel like it
was so far ahead of the rest of the competition that they had to use it. While they ultimately
liked it and thought it was a good product, it just didn't have enough of a competitive edge.
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Speed and Accuracy are most desirable in an app
"When you put in an address it takes you the correct way or the fastest way.Sometimes you put in an address and it doesnt take you where you want. And
youre like where am I supposed to be?"
"We were at the 30 seconds to mars concert... and a buddy of mine dropped a pinand we tried to find him but it said he was in the middle of the great salt lake. Noteven close. So thats obnoxious."
"Thats the most annoying part. When it goes too slow"
Users would prefer text under the icons on the app
"It would be so much easier to understand the icons if there were wordsunderneath."
"For example, the florist? You may not know what the picture is until you click onit and it would be easier if the title was there."
Coupons and free offers would entice more people to sign up
"Deals, like Groupon, would be great." "Coupons and deals would definitely make me sign up with my social media
accounts."
"I can see businesses advertising with Yellow Pages and giving deals to those users.It would be a win-win in my opinion and I would use it."
Qualitative Findings
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Participant Demographics
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We surveyed 1003 Smartphone users aged 18-34 (millennial) in order to find out their
current relationship with directory apps. The following graphs show the data we gathered
from the survey results.
Based on our survey results, we know that the majority of millennial use Android phones
and iPhones. These are the most important operating systems to consider when creating
apps.
38%
48%
3%10%
0%1%
What operating system does
your phone use?
iPhone Android Windows
Blackberry Other I dont know
Quantitative Data Key Findings
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Because the majority of millennials perform research prior to downloading new apps, the
information they find when they perform research is very important. Information about
Avantar apps should be easily accessible to those researching apps. The following graphs
illustrate where millennials look for information as they research new apps to download.
The most highly valued source of reviews to our audience is reviews from people who have
already used an app. These can usually be found in app stores and through search engines.
YES
73%
NO
27%
Do you typically perform reseach
prior to downloading new apps?
4%
5%
22%
50%
19%
How important are reviews from
other users?
Not at all Important
Very Unimportant
Neither Important or
unimportant
Very Important
Extremely Important
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Our audience also places high value on friend recommendations. Family members
are the third most important source of recommendations for our audience.
Although millennials look at other sources for recommendations more often,
recommendations from app lists and technology blogs, as well as results from search
engines can have an influence decisions about which apps to download. The majority of
5%
4%
26%
49%
16%
How important are friend
recommendations?
Not at all Important
Very Unimportant
Neither Important or
unimportant
Very Important
Extremely Important
8%5%
30%
41%
16%
How important are family
recommendations?
Not at all Important
Very Unimportant
Neither Important or
unimportant
Very Important
Extremely Important
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our audience found these sources of information to be neither important nor unimportant
but a large portion still values them highly.
7%
8%
37%35%
13%
How important are reviews fromrecommended app lists?
Not at all Important
Very Unimportant
Neither Important or
unimportant
Very Important
Extremely Important
7%
11%
38%
31%
13%
How important are reviews from
technology blogs?
Not at all Important
Very Unimportant
Neither Important or
unimportant
Very Important
Extremely Important
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The graph above illustrates that our audience does not generally trust online reviews of
apps. Though they often do not trust online reviews, the graphs above show that they still
look at online reviews when researching apps.
9%
10%
44%
29%
8%
How important are online searches for
apps?
Not at all Important
Very Unimportant
Neither Important or
unimportant
Very Important
Extremely Important
7%
13%
20%
27%
33%
On a scale from 1 to 5:
How much do you trust online reviews
of apps?
1
2
34
5
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The following graphs illustrate the most common features millennials want their
directory apps to include. Our audience values speed, simplicity and accuracy in apps. The
most important feature they want directory apps to include is the ability to sort information.
They also want directory apps to include price ranges, directions and contact information
for each business listing. Voice activation and the ability to connect to social media are the
least important features to our audience.
1%2%
12%
54%
31%
How important is speed?
Not at all
Very unimportant
Neither important or
unimportant
Very important
Extremely important
1% 2%
20%
49%
28%
How important is simplicity?
Not at all
Very unimportant
Neither important or
unimportant
Very important
Extremely important
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1%2%
9%
39%
49%
How important is accuracy in an app?
Not at all
Very unimportant
Neither important or
unimportant
Very important
Extremely important
1% 4%
22%
53%
20%
How important is the ability to sort information?
Not at all
Very unimportant
Neither important or
unimportant
Very important
Extremely important
2%
5%
26%
47%
20%
How important are price ranges for a business?
Not at all
Very unimportant
Neither important or
unimportant
Very important
Extremely important
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2% 4%
18%
46%
30%
How important are directions to a business?
Not at all
Very unimportant
Neither important or
unimportant
Very important
Extremely important
2% 3%
18%
44%
33%
How important are the business's hours of operation?
Not at all
Very unimportant
Neither important or
unimportant
Very important
Extremely important
2% 4%
24%
43%
27%
How important is a link to a business's website?
Not at all
Very unimportant
Neither important or
unimportant
Very important
Extremely important
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2% 4%
18%
42%
34%
How important is the business's phone number?
Not at all
Very unimportant
Neither important or
unimportant
Very important
Extremely important
2% 4%
17%
41%
36%
How important is the address of a business?
Not at all
Very unimportant
Neither important or
unimportant
Very important
Extremely important
8%6%
32%
37%
17%
How important are promotions?
Not at all
Very unimportant
Neither important orunimportant
Very important
Extremely important
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30
4%
10%
35%35%
16%
How important is the ability to read reviews of an app?
Not at all
Very unimportant
Neither important or unimportant
Very important
Extremely important
5%
11%
34%34%
16%
How important is the ability to write reviews of an app?
Not at all
Very unimportant
Neither important or
unimportant
Very important
Extremely important
9%
12%
34%
31%
14%
How important are mass transportation details?
Not at all
Very unimportant
Neither important or
unimportant
Very important
Extremely important
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7%
16%
37%
27%
13%
How important is the ability to fully customize an app?
Not at all
Very unimportant
Neither important or
unimportant
Very important
Extremely important
9%
19%
34%
25%
13%
How important is voice activation?Not at all
Very unimportant
Neither important or
unimportant
Very important
Extremely important
11%
16%
33%
26%
14%
How important is connectivity to social media?
Not at all
Very unimportant
Neither important orunimportant
Very important
Extremely important
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The graph above shows that most of our audience would not be very willing to link
their social media accounts to a directory app.
The following graphs illustrate what millennials use directory apps for. Most of our
audience uses directory apps to search for every type of business, however they are most
likely to search for banks, pizza places, gas stations and fast food restaurants.
7%
13%
20%
27%
33%
On a scale from 1-5:
How willing are you to link social media
accounts to a directory app?
1
2
3
4
5
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4%7%
21%
40%
28%
Would you search for a bank?
Very Unlikely Unlikely Undecided Likely Very Likely
4%6%
18%
46%
26%
Would you search for pizza places?Very Unlikely Unlikely Undecided Likely Very Likely
3% 8%
20%
43%
26%
Would you search for a gas station?
Very Unlikely Unlikely Undecided Likely Very Likely
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4% 7%
23%
44%
22%
Would you search for fast food restaurants?
Very Unlikely Unlikely Undecided Likely Very Likely
4%
9%
25%
41%
21%
Would you search for a grocery store?
Very Unlikely Unlikely Undecided Likely Very Likely
4%
10%
25%
40%
21%
Would you search for a movie theater?
Very Unlikely Unlikely Undecided Likely Very Likely
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5%
9%
26%
37%
23%
Would you search for a hotel?
Very Unlikely Unlikely Undecided Likely Very Likely
7%
14%
26%31%
22%
Would you search for WiFi hotspots?Very Unlikely Unlikely Undecided Likely Very Likely
5%
11%
27%
39%
18%
Would you search for tourist attractions?
Very Unlikely Unlikely Undecided Likely Very Likely
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The next graphs show how often millennials use specific directory apps and how
satisfied they are with each app. Google maps is the most frequently used directory app
among our audience. It is used daily by 16 percent of our audience and multiple times a
week by 22 percent. The Yellow Pages app, Apple Maps and Urban Spoon are the least
used directory apps among millennials.
10%
10%
24%
18%
22%
16%
How often do you use the Google Maps app?
Less than once a month
Once a month
2-3 Times a Month
Once a Week
2-3 Times a Week
Daily
10%
10%
24%
18%
22%
16%
How satisfied are you with the Google Maps app?
Do not use
Very dissatisfied
Dissatisfied
NeutralSatisfied
Very Satsified
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54%
5%
10%
9%
13%
9%
How often do you use Apple Maps?
Less than once a month
Once a month
2-3 Times a Month
Once a Week
2-3 Times a Week
Daily
49%
2%3%
12%
22%
12%
How satisfied are you with the Apple Maps app?
Do not use
Very dissatisfied
Dissatisfied
Neutral
Satisfied
Very Satsified
36%
12%15%
16%
13%
8%
How often do you use the Yelp app?
Less than once a month
Once a month
2-3 Times a Month
Once a Week
2-3 Times a Week
Daily
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38
38%
0%
1%
16%
27%
18%
How satisfied are you with the Yelp app?
Do not use
Very dissatisfied
Dissatisfied
Neutral
Satisfied
Very Satsified
54%
11%
10%
9%
9%7%
How often do you use the Urban Spoon app?
Less than once a month
Once a month
2-3 Times a Month
Once a Week
2-3 Times a Week
Daily
57%
1%1%
12%
20%
10%
How satisfied are you with the Urban Spoon app?
Do not use
Very dissatisfied
Dissatisfied
Neutral
Satisfied
Very Satsified
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57%
8%
8%
9%
11%
7%
How often do you use the Yellow Pages app?
Less than once a month
Once a month
2-3 Times a Month
Once a Week
2-3 Times a Week
Daily
46%
1%1%
16%
22%
14%
How satisfied are you with the Yellow Pages
app?
Do not use
Very dissatisfied
Dissatisfied
Neutral
Satisfied
Very Satsified
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40
The graphs below illustrate the reasons why millennials are most likely to uninstall
apps. Our data shows that they are most likely to uninstall apps that have frequent glitches
and faulty information.
3%5%
16%
39%
37%
How likely are you to uninstall an app due to frequent
glitches?
Very Unlikely
Unlikely
Neutral
Likely
Very Likely
4%5%
18%
36%
37%
How likely are you to uninstall an app due to faultyinformation?
Very Unlikely
Unlikely
Neutral
LikelyVery Likely
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41
4%
6%
23%
38%
29%
How likely are you to uninstall an app due to difficult
navigation?
Very Unlikely
Unlikely
Neutral
Likely
Very Likely
6%
21%
36%
26%
11%
How likely are you to uninstall an app due to occasionalglitches?
Very Unlikely
Unlikely
Neutral
Likely
Very Likely
6%
17%
36%
26%
15%
How likely are you to uninstall an app due to an outdated
look/feel?
Very Unlikely
Unlikely
Neutral
Likely
Very Likely
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42
Contrary to popular belief, males use directory apps more often than females when
searching for a business or finding directions to an address. Based on the age-old stereotype
that females dont have a strong sense of direction and that males are too prideful to get
directions, this contradiction was surprising. This information could help Avantar decide
either to cater the app towards the males that most often use directory apps, or to appeal
more to females in order to capture that demographic. In addition to this information, our
research found that the most commonly used directory app is Google maps among both
males and females.
Research shows that in order to more fully capture the female demographic,
Avantar needs to efficiently encourage and use reviews of their app. For example, females
find technical blogs as well as generic searches of app reviews vital when deciding which
app to use. Males have been found to find blogs and online searches important as well, but
not as strongly as females do.
App features that are most important to both males and females are phone number
of business, link to business website and promotions. However, features that are important
to females but not males are mass transportation info and voice-activated searches. Avantar
appears to have utilized all of the above features that are central to both genders. However,
research shows that males and females are almost 50-50 on the likelihood that they would
use a directory app to search for WiFi hotspots. Avantar doesnt seem to offer this feature,
Quantitative Cont.
Gender-Based Data
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though it would be beneficial to the app if Avantar were one of the first to offer this area of
interest.
Lastly, the most common reason for both males and females for uninstalling an app,
almost a 50-50 tie, is technical glitches. As the millennial research has shown, those
between the ages of 18-25 are impatient and want their information now. Apps often only
have one chance to make a first impression to this demographic and if they glitch they will
be deleted. To expect an app to never have glitches is unrealistic, but to create a loyalty
behind a reliable app is what will keep the app relevant for the target public. Reliability is
key.
We found that males use directory apps more often than females. The most
commonly used directory app is Google maps.
0
1
2
3
4
5
Google maps apple maps yelp yellow pages yp mobile urbanspoon
Use of Directory Apps
female male
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The graph above shows the features that are important to both males and females.
The most highly valued feature among both males and females is the phone number of
businesses. Mass transportation info and voice-activated search are more highly valued
among males than females, however these features were found to be less important overall.
The graph above shows that males are more likely to trust online reviews from both
technical blogs and online searches.
3
3.2
3.4
3.6
3.84
4.2
Phone number of
business
Link to business
website
Promotions Mass
transportation
info
Voice-activated
search
Importance of app's features
Female Male
2.9
3
3.1
3.2
3.3
3.4
3.53.6
Technical Blogs Generic online search
Importance of reviews
female male
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Our data found that males are slightly more likely than females to uninstall an app
that has occasional glitches.
We also found that males are slightly more likely to search for WiFi hotspots using
a directory app.
49%51%
Likelihood of uninstalling an app with
glitches
49%51%
Likelihood of searching for WiFi
hotspots
Female male
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Our research found the importance of app features compared to previous research
done by the user. Overall, if the user did research on the app prior to downloading, they
will typically care more about specific features in the app. Further, we can break down how
important each individual app feature is to both those who researched and those who didnt.
Address of business, for example, was most important to all the users in general. It was
much more important for those who performed research prior to downloading, compared to
those who didnt perform research. Hours of operation, phone numberof business, and
directions were all increasingly high in importance for both those who performed research
and those who didnt, being statistically significant among those who did perform research.
Like the importance of app features, importance of app qualities seemed to be very
important among users. Those who did perform research prior to downloading the app
seemed to find accuracy most important, followed by speed and then simplicity. These
numbers were reflected, but not nearly as important, for those who didnt perform research
prior to downloading the app.
Importance of recommendation based on user also followed this trend. Dependant
upon the person doing the recommendation, obviously, those who performed research prior
to downloading an app found things like reviews by users, family members, and friends to
be most important. Interestingly enough, tech blogs werent important for those who didnt
do research prior to downloading the app but were important for those who did. These
Quantitative Cont.
Data Based on Previous Research by User
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statistics make sense in reflecting the views of users who performed research and users
who did not.
The likelihood of searching for different businesses based on research was
definitely interesting to see. People who researched the app prior to downloading are much
more interested in things like WiFi hotspots compared to those who didnt perform
research. Things like pizza places, banks, gas stations and hotels, were important to both
researchers and non-researchers, however they were always a lot more important to
researchers.
Reasons for uninstalling apps, while were statistically significant, didnt seem to be
too different between researchers and non-researchers. Users uninstall apps mostly for
faulty information with the second and third reasons, outdated look/feel and occasional
glitches, being fairly close. Faulty information seemed to be a significantly larger reason to
uninstall an app than anything else.
All of these preferences seem to correlate pretty clearly among users who
performed research and users who didnt perform research. While, for the most part, all
users, regardless of research performed, seemed to agree on what was important, there was
a substantial amount of information shown to conclude that the more research people
performed, the more they cared about the app in general.
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The graph above shows that most app features are more important to those who do
research prior to downloading apps. Including the address of businesses was found to be
the most important feature for a directory app.
This graph illustrates that those who research apps prior to downloading them, find
the apps qualities to be very important. Our data found that accuracy is the most important
quality for apps.
2.502.702.903.103.303.503.703.904.10
4.30
Importance of app's features
Research No Research
3.40
3.60
3.80
4.00
4.20
4.40
4.60
Speed Accuracy Simplicity
Importance of app qualities
Research
No Research
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Our data also found that app recommendations are more important to those who do
research prior to downloading an app. The most valued source for recommendations are
reviews by other users.
This graph shows the likelihood of searching for different types of businesses.
Those who research apps, are much more likely to search for businesses.
2
2.5
3
3.5
4
4.5
Family Friends Reviews by
other Users
Tech Blogs Recommended
app lists in the
App
store/Google
Play
Generic Online
Search
Importance of recommendations
Research No Research
33.13.23.33.43.53.63.73.83.9
4
Likelihood of searching for businesses
Research No Research
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This graph shows that both those who research and those who do not, are most
likely to uninstall an app based on faulty information.
2.5
2.7
2.9
3.1
3.3
3.5
3.7
3.9
4.1
Occasional Glitches Faulty Information Outdated Look/Feel
Reasons for uninstallingResearch No Research
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Our research found that people who have previously used directory apps to search
for businesses have some level of familiarity with directory apps. Their experience using
these apps has shown them what features they want directory apps to include. The most
important features they look for are the features that allow them to find and contact
businesses. This includes the address and phone number of each business listing. Directory
apps should be sure to include these features as well as hours of operation and directions.
The least important feature to both users and non-users is the ability to connect the app to
their social media accounts.
Directory app users are more likely to look for app recommendations than non-
users. They trust reviews from other users, friends and family over reviews from other
sources. Directory app users are also more likely to trust online reviews than non-users.
The most important businesses for directory apps to include are gas stations, pizza
restaurants and banks. These are the businesses that directory app users search for most
often. They also frequently search for fast food restaurants, hotels, grocery stores and
movie theaters. Though they do sometimes use directory apps to search for tourist
destinations and WiFi hotspots, they do not search for these as often as other locations.
These locations should still be included in directory apps, if possible, but they are not as
important as other businesses.
Previous directory app users are more willing to link their social media accounts to
the directory app they use. Non-users are not as willing to link their accounts. This means
Quantitative Cont.
Data Based on Previous use of a Directory
App
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that as non-users begin to use Avantar apps, they may become more willing to link social
media accounts to the apps.
Because directory app users know what they prefer directory apps to include, they
also know when they should uninstall apps. Users are most likely to uninstall apps that
have frequent glitches and faulty information. They are also likely to uninstall apps that are
hard to navigate. They will not uninstall as quickly if it has an outdated look or occasional
glitches. Directory apps should avoid glitches and make sure all information is correct.
The graph above shows that an apps features are more important to those who have
already been using directory apps.
2.5
2.7
2.9
3.1
3.3
3.5
3.7
3.9
4.1
4.34.5
Importance of features Users Non-users
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Our data found that previous users of directory apps are most likely to search for
gas stations, pizza restaurants and banks/ATMs. They are least likely to use a directory
app to search for WiFi hotspots.
The most important recommendation for users of directory apps are reviews from
other users.
33.23.43.63.8
44.2
Likelihood of searching for businessesUsers Non-users
2.5
2.7
2.9
3.1
3.3
3.5
3.7
3.9
4.1
Reviews Friends Family Recommended
lists in app
store
Tech blogs Online search
Importance of recommendationsUsers Non-Users
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Previous users of directory apps are more likely to trust online reviews than non-
users.
Users of directory apps are also more willing to link their social media accounts to
the directory app they use.
52%
48%
Importance of online reviews
Users
Non-users
54%
46%
Willing to link social media
UsersNon-Users
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The most common reason users of directory apps will uninstall an app is for
frequent glitches.
3
3.2
3.4
3.6
3.8
4
4.2
Frequent Glitches Faulty
Information
Hard to navigate Outdated
look/feel
Occasional
Glitches
Reasons for uninstallingUsers Non-users
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Currently, the Yellow Pages app is one of the least used directory apps among
millennial. Because the majority of the audience prefers the Google Maps app, Avantar
needs to create a competitive advantage for its apps. Our data illustrates the key areas
Avantar can focus on to create this advantage.
Our data shows that overall, millennial most value speed in an app. However,
individuals who perform research prior to downloading an app value accuracy above all
else. Because of this, Avantar should focus on both speed and accuracy. It is also important
to include the right features in directory apps. Overall, the audience wants a directory app
to include specific information about businesses such as phone numbers, hours of operation
and price ranges. Our research shows that the most important business listings to include in
an app are banks, pizza places, gas stations and fast food. Avantar should also try to avoid
frequent glitches and faulty information. These are the most frequent reasons millennial
uninstall an app.
Recommendations for apps can be an important source of information, especially to
those who have previously used directory apps, and those who perform research before
downloading apps. Overall, millennials value reviews from other users, friends and family.
However, an important source for reviews can also come from technical blogs. Our data
shows that males believe reviews from technical blogs are most important. Because males
are the most frequent users of directory apps, Avantar can target technical blogs for reviews
of certain apps.
Linking social media to a directory app is not important to most of the audience and few
Conclusion
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people said they would be willing to do so. However, our data shows that previous users of
directory apps are more willing to link social media. This shows that people may become
more willing to link social media to an app as they use it more and become more familiar
with it.
Our research illustrates what millennials prefer directory apps to offer.
Implementing the findings from this research by focusing on the specific features and
qualities that millennials look for in apps, will help Avantar build a competitive advantage.
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1- Avantar Instagram page- Instagram.com/avantarlocl
2- Avantar Facebook page- facebook.com/avantarlocal3- Avantar Twitter page- twitter.com/avantarapps4- Inside Mobile Apps - Tracking the Convergence of Social Platforms, Virtual Goods, andMobile Apps http://www.insidemobileapps.com5- Yellow Pages | A Leader In Local Mobile Searchhttp://www.avantar.us/products/iphone/yellowpages/6- CNET: yellow pageshttp://download.cnet.com/Yellow-Pages/3000-2056_4-75363620.html7- Infographic: 2013 Mobile Growth Statistics | Digital Buzz Blog
http://www.digitalbuzzblog.com/infographic-2013-mobile-growth-statistics/8- Startup News: A Big Shift in the Mobile App Industry.http://nibletz.com/2013/08/17/big-shift-mobile-app-industry/9- VentureBeat | News About Tech, Money and Innovationhttp://venturebeat.com/2013/07/10/state-of-the-apposphere/10- Google Developers, Hello Map.https://developers.google.com/maps/?csw=111- Phone Arena: Google Maps loses out to Apple Maps among iOS usershttp://www.phonearena.com/news/Google-Maps-loses-out-to-Apple-Maps-among-iOS-users_id4924312- Fortune Tech Technology blogs news and analysis from Fortune Magazine RSS:InsideApples Major Shakeup.http://tech.fortune.cnn.com/2012/10/29/inside-apples-major-
shakeup/13- Urbanspoon, About Us section.http://www.urbanspoon.com/about14- Tech Crunch: Yelp Misses In Q4 With Net Loss Of $5.3M, While Revenues Were Up 65Percent To $41Mhttp://techcrunch.com/2013/02/06/yelp-misses-in-q4-with-a-net-loss-of-5-3m-while-revenues-grew-65-percent-to-41m/15- Yelp, About Us section.http://www.yelp.com/about16-http://totalaccess.emarketer.com.erl.lib.byu.edu/Article.aspx?R=1009045&dsNav=Ntk:basic%7cApps%7c1%7c,Ro:46,N:1073&kwredirect=n17-http://www.deloitte.com/assets/Dcom-UnitedStates/Local%20Assets/Documents/us_consulting_hc_millennials_110608.pdf
18-http://certi.mst.edu/media/administrative/certi/documents/Article-Millennial-Behaviors.pdf
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