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When you live in a climate like Europe’s, where the weather often changes from hour to hour, checking the forecast before setting out or making plans becomes second nature.

Mobile is one of the more obvious sources for weather information, and 58.5% of residents of the U.K, France, Germany, Spain and Italy use weather apps ahead of both instant messaging (54.4%), and social networking (53.6%), and second only to email (61.5%), according to comScore MobiLens.

But are marketers making the most of the possibilities that meteorological data and GPS offer? John Mew, director of mobile and operations at the Internet Advertising Bureau U.K., thinks not. He said, “Weather affects everything, from your mood to what you buy. It’s not used as much as it should or could be.”

Continue reading at AdAge.com