From the XOXCO Blog:
The core idea of reader aware design is that interactive experiences can and should respond to the specific characteristics of a user and their context. Previously, we discussed using details of a user’s relationship with a site — are they a first time visitor, or an every day regular? Now, we move beyond the site, breaking away from a user’s digital context to their analog, real life context: is this person at home? At work? In bed? At lunch? How can your site best serve readers in these different environments?