Mobile was a fairly easy medium to ignore for several years. After all, smartphones were new, and most people still surfed the Internet on a laptop or desktop computer. However, that is no longer true today. Two-thirds of Americans who own a cell phone now use their phone to go online, and for 21 percent of phone owners, their phone is their primary source of using the Internet. This means businesses can no longer get away with ignoring mobile or building apps based off of websites built for PC’s. The world of mobile is significantly different than that of the desktop computer because mobile is all about context and that context is constantly changing. While prime time television hours are fairly set in stone, mobile phone users are checking in at all times of day from a variety of locations.
Read entire article here: http://www.wired.com/insights/2013/12/why-lack-of-context-is-killing-your-mobile-app/