• by Mark Walsh  @markfwal, November 6, 2013

Yahoo on Wednesday rolled out an updated version of its Yahoo Finance app for iOS, offering personalized content and an infinite-scrolling news feed. The redesigned app reflects similar changes made to other key Yahoo properties in the last year, including its home page and Yahoo Sports and Yahoo Weather.

The update is part of Yahoo’s ongoing effort to upgrade its core content offerings on mobile devices to attract increased usage, and eventually ramp up mobile ad revenue.

The look and feel of the Yahoo Finance update is more streamlined, with enhanced graphics and images consistent with other refreshed Yahoo apps and sites. Underscoring the focus on personalization, the home screen will show a list of any stocks a user is following above a news feed of the day’s top financial stories.

Clicking on a portfolio holding brings up a full-screen stock chart along with historical pricing and other data, and the latest stories about that company. Users can also opt to get alerts on breaking stories on stocks they follow. In addition to equities, the app has separate sections covering markets, bonds, currencies, commodities, mutual funds and ETFs.

“It’s now easier than ever to visualize company market data by swiping, pinching and panning across the chart. You can also compare any stock, market or index to see related price changes,” stated a Yahoo blog post today on the refreshed Finance app.

The company’s mobile push under CEO Marissa Mayer appears to be paying off with more traffic -- the number of mobile users is up to 390 million at the end of the third quarter, up from 200 million at the close of 2012.

But Yahoo hasn’t yet been able to turn that rapidly growing mobile audience into ad sales gains, partly because it hasn’t fully monetized its mobile properties yet. The scrolling news feed in the new Yahoo Finance app carries Yahoo’s Stream Ads, but other apps like Yahoo Weather and Flickr don’t yet include advertising.

Yahoo in late August also unveiled redesigned versions of several key properties on the desktop but omitted Yahoo Finance from that round of upgrades. A TechCrunch report today showed an updated version of the Yahoo Finance desktop site featuring the scrolling news feed and new look, suggesting the change was imminent.

But a Yahoo spokesperson today said the rollout of the new Yahoo Finance site had been delayed, without indicating a launch date.