AccuWeather is aiming to give consumers a more comprehensive mobile and Web planning tool by rolling out expanded weather forecasts.

The weather site?s new 45-day forecasts are launching on AccuWeather?s mobile and Web site. Mobile is proving to be a key growth area for AccuWeather as the medium becomes the go-to place for consumers to check the weather.

?We?ve rolled it out on free Web and mobile Web sites because the AccuWeather audience, much like the rest of the world, is becoming mobile-first, [and] we see a number of new and repeat users coming to our site from mobile devices,? said Steven Smith, chief digital officer of AccuWeather, State College, PA.

?Both the expanding Web and mobile Web audiences are equally important to AccuWeather, but mobile is an even greater driver of growth,? he said.

Mobile insight
The expanded forecasts are prominently promoted at the top of AccuWeather?s mobile site under the extended forecast tab.

When consumers click on the tab, they can view a long list that gives a quick recap of each day?s predicted weather in the next 45 days.

Additionally, a click-through on each day leads consumers to a page that is split to show the high and low temperatures of the day.

There is also a feature that breaks out weather hourly or by morning, afternoon and night forecasts.

Temperature, wind, sunrise and sunset times, humidity and precipitation information is all included in the forecasts.

The expanded forecasts are limited to AccuWeather?s Web and mobile site, but the company is also looking to incorporate the feature into its mobile apps in the future.

AccuWeather's mobile site

Mobile past
AccuWeather has invested quite a bit in mobile over the years.

The company revamped its Android app for a more consistent mobile experience earlier this year, for example (see story).

AccuWeather also hit a mobile milestone last year with more than 17 million daily page views on its mobile site and 14 million app views (see story).

These mobile users are proving to be some of the company?s most repetitive and loyal users, per Mr. Smith.

?Mobile Web and mobile apps have become the first touch point for many users on a global basis and is also the platform of choice for some of our most loyal repeat users,? Mr. Smith said.

?Mobile is a major global growth point for AccuWeather, and we have been acquiring users exponentially over the last three years,? he said.

Final Take
Lauren Johnson is associate reporter on Mobile Marketer, New York