318 Final Findings

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.


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.


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.


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?


Very Unimportant


unimportant

Very Important

Extremely Important

8%5%

30%

41%

16%

How important are family

recommendations?


Very Unimportant


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?


Very Unimportant


unimportant

Very Important

Extremely Important

7%

11%

38%

31%

13%

How important are reviews from

technology blogs?


Very Unimportant


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?


Very Unimportant


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


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


unimportant

Very important

Extremely important

1% 4%

22%

53%

20%

How important is the ability to sort information?

Not at all

Very unimportant


unimportant

Very important

Extremely important

2%

5%

26%

47%

20%

How important are price ranges for a business?

Not at all

Very unimportant


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


unimportant

Very important

Extremely important

2% 3%

18%

44%

33%

How important are the business's hours of operation?

Not at all

Very unimportant


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


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


unimportant

Very important

Extremely important

2% 4%

17%

41%

36%

How important is the address of a business?

Not at all

Very unimportant


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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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


unimportant

Very important

Extremely important

9%

12%

34%

31%

14%

How important are mass transportation details?

Not at all

Very unimportant


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


unimportant

Very important

Extremely important

9%

19%

34%

25%

13%

How important is voice activation?Not at all

Very unimportant


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?



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4% 7%

23%

44%

22%

Would you search for fast food restaurants?


4%

9%

25%

41%

21%

Would you search for a grocery store?


4%

10%

25%

40%

21%

Would you search for a movie theater?



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5%

9%

26%

37%

23%

Would you search for a hotel?


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?



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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


37/58

37

54%

5%

10%

9%

13%

9%

How often do you use Apple Maps?


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?


Once a month

2-3 Times a Month

Once a Week

2-3 Times a Week

Daily


38/58

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?


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


39/58

39

57%

8%

8%

9%

11%

7%

How often do you use the Yellow Pages app?


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


40/58

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


41/58

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


42/58

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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43

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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45

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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46

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


49/58

49

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


33.13.23.33.43.53.63.73.83.9

4

Likelihood of searching for businesses



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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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51

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


54/58

54

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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55

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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56

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.


58/58

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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