Think with Google has an article from Dan Ariely analyzing the difference of mindset of users of mobiles on-the-go.

While for mobile the important point is that your website has to be mobile friendly. The article points to an additional need for your website to be “to the point”, since the usage on-the-go has the additional challenge that you have less time to grab the visitor attention and direct their choice …

The article highlight that due to multitasking and time pressure an the on-the-go visitor (e.g. shopping), the consumer’s focus is a lot shorter then visitors on computers or on mobile devices at home).