Laura Hampton's view on how to better appeal to a mobile audience:

It's a common misconception that UX for mobile is all about creating something for users on-the-go - users with little time, checking in on their mobile on the train or at the bus stop waiting for a bus. But today's mobile user is so much more than that, with the rise in tablet usage further contributing to the growth and variety of their needs. No longer can UX practitioners expect to satisfy the mobile user with added pinch-and-zoom functionality or bigger call-to-action buttons; these things are expected, and don't improve UX. So as mobile use continues to grow in popularity and capability, how can we better appeal to a mobile audience?

Why Mobile UX Is More Than Users On-The-Go