New numbers from one of Canada’s leading private weather forecasters confirm what we already knew to be true: everybody is obsessed with checking the weather.
What happened: The Weather Network saw a 94% average increase in its measured audience over a 12-month period for users aged 25 to 54 years old. Dr. Nana Banerjee, CEO of Weather Network owner Pelmorex, told The Peak the company’s seen a growing demand for enriched and interactive forecasts.
- “Weather is the second-biggest influence on consumer behaviour behind the economy,” he added.
Why it matters: Consumers are demanding more information about what it’s like outside. Statista analysts told the Guardian last year that 50% of U.S. smartphone users regularly check, and that these apps were projected to bring in US$1.5 billion in revenue in 2023.
- And competition for attention is brutal. There were over 10,000 weather-related apps available for download between the Apple and Android app stores as of 2022.
- Some apps position themselves to win market share by claiming to be the most accurate (AccuWeather) while others add personality to their forecasting (Carrot).
Zoom out: It’s not just private companies vying for attention. This week, Environment and Canada launched a new version of its WeatherCAN app, and earlier this year it completed an eight-year project installing 33 state-of-the-art weather radars across Canada.—QH
