I don’t think of ‘the public.’ ‘The public’ doesn’t exist because books are not a communal experience. They’re a private experience. Every book is read by one person. No matter how many people read it totally, it’s always one person reading the book. So I don’t think of the physical mass of the reading public.
Quoted in Looking Closer: Critical Writings on Graphic Design, 1994
This could be something to consider while designing web and mobile experiences. It really is a very personal and private experience, for the most part.