When designing applications, Google breaks down users into three different categories: repetitive now, bored now and urgent now.
The “bored now” are users who have time on their hands. People on trains or waiting in airports or sitting in cafes. Mobile users in this behavior group look a lot more like casual Web surfers, but mobile phones don’t offer the robust user input of a desktop, so the applications have to be tailored.
The “urgent now” is a request to find something specific fast, like the location of a bakery or directions to the airport. Since a lot of these questions are location-aware, Google tries to build location into the mobile versions of these queries.
The same is true of writing (especially for web). The best applications, and indeed the best magazines/papers/blogs/whatever all have something in them that appeals to all three types.