The news: 46% of US adults check their phones between 10 and 50 times per day, per a YouGov survey, presenting brands with a strong opportunity to create sticky, habit-forming mobile experiences.

Sixty-four percent of survey respondents have at least one paid mobile app subscription, showing that consumers are willing to pay if apps provide solutions to users’ needs.

The opportunity: B2C marketers can take advantage of consumers’ frequent phone check-ins with mobile push notifications, SMS campaigns, or targeted ads to maintain top-of-mind awareness.

For those focused on app engagement, proving utility quickly is key. The top paid apps in the Apple App Store and Google Play Store focus on business productivity, communication, and creation, demonstrating that users are looking for tools that solve real problems or streamline daily tasks.

Campaigns that mirror this by offering helpful, time-saving features like personal reminders or shortcuts can drive repeat engagement.

Key demographic: Millennials ages 30 to 44 may be the most promising age group for app marketing, potentially due to having more disposable income and greater tech-savviness, per YouGov.

Forty-two percent have 1 to 3 paid mobile subscriptions. This makes millennials a prime audience for messaging that highlights productivity, convenience, and lifestyle enhancement, all relevant to their busy and tech-integrated lives.

The longevity challenge: Stickiness poses a different problem. Users tend to give apps a brief trial before losing interest, presenting a narrow window to show value and hook consumers.

Apps with a monthly paid subscription have a first renewal rate of about 61%, per RevenueCat, but that number drops to 36% by the third month. That sharp drop-off suggests users often make one‑off purchases unless there’s a compelling reason to return, such as exclusive deals or loyalty programs.

Our take: B2C marketers looking to drive subscriptions or paid features need to ensure apps deliver immediate, ongoing value that users will turn to daily. For apps that can’t hit the bar of essential utility, a freemium or ad-supported model can offer more realistic monetization paths.

This content is part of EMARKETER’s subscription Briefings, where we pair daily updates with data and analysis from forecasts and research reports. Our Briefings prepare you to start your day informed, to provide critical insights in an important meeting, and to understand the context of what’s happening in your industry. Non-clients can click here to get a demo of our full platform and coverage.