Social review site Yelp has just released version 6 of its iOS app that sees a new look and features aimed at its increasingly mobile users.

On the go and on the grow

Announcing the update on its blog last week,Yelp revealed that 40% of all its searches now come from mobile apps, and the new updates reflected this trend.

“Our team spent a lot of time evaluating what type of information and features are the most popular among our mobile users and has been working hard to improve the user experience,” the company explained.

Pulling them in

Yelp’s businesses pages have received a makeover and the new ‘pull to view’ feature, which allows users to ‘pull’ down a business page and access a gallery of photos for that business.

Mobile website update

For users without an iOS device such as an iPhone or iPad, Yelp has also refreshed its mobile website, m.yelp.com.

The new design now allows to sign into their Yelp account, or sign up for one. Yelpers can also view and create bookmarks, as well as add tips.

“The features and improved user interface are instrumental in deepening mobile engagement with our users,” according to Yelp.

Tablets

Yelp also updated its iPad app, which now gives users the ability to vote on and compliment reviews, upload photos and edit business information.

The new app also supports Yelpy Insights, which provides more detailed information on what businesses are suited to different demographics,.

Apple partnership bears fruit

Yelp, which launched in Australia last year, has a partnership with Apple to provide local business listings and ratings via digital assistant Siri.

Yelp is set to gain an massive influx of global iOS users when the service is embedded with Apple’s new iOS 6 mobile operating system, slated for release later this year.

Instead of requiring iOS device owners to download the dedicated Yelp app, users will soon able to interact with Yelp’s services and features without leaving Apple's iOS 6 Maps app, which will be replacing Google Maps.

This partnership that could see Yelp challenge the mobile domination of Facebook and Foursquare in the increasingly crowded mobile location market.

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