Usage of the mobile web is growing and advertisers need to be aware of this, an industry expert has said.

According to Neil Strother, writing on market research company Forrester’s blog, mobile audiences are continuing to expand – with sites such as Weather.com bringing in 12.5 million monthly visitors – and online marketing strategists need to take heed.

Mr Sherpa wrote: "Other popular mobile destinations – Yahoo (34 million monthly uniques) and ESPN (6.7 million), for instance – boast significant audiences as well," before adding that the prevalence of devices such as the iPhone and BlackBerrys will mean users get a better mobile web service than previously.

Cameron Clayton, vice-president of mobile for The Weather Channel Interactive, remarked that Weather.com’s repeat rate from visitors was nearly 100 per cent.

Mr Strother is an expert in the emerging mobile internet market and conducts research into the strategies behind mobile advertising campaigns.

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