Marketers looking to connect with consumers on their mobile devices have an opportunity to do so with mobile phone apps, according to new data from YouGov. 

The recent survey found that almost two-thirds (64%) of survey respondents have one or more paid app subscriptions on their phones. This indicates that consumers are open to paying for apps that meet their needs. In addition, almost half (46%) of US adults check their phones 10-50 times a day, providing a good chance for marketers to provide push notifications, SMS messaging, or targeted ads to their phones.

Consider that the largest number of paid apps from Apple and Google are those which enable business productivity, communication, and creation, which indicates that those users want tools that help them solve problems or simplify their daily duties. Marketers can take advantage of this with campaigns offering time-saving options like personal reminders and shortcuts.

The survey also found that millennials have more disposable income and are more tech savvy, making them an inviting group to target with app marketing. 42% of this group have 1-3 paid mobile subscriptions.

However, “stickiness” may be a challenge. The window for connecting with mobile consumers can be limited, as users tend to lose interest in new apps quickly. Only about 61% of monthly paid apps are renewed more than once, and that drops to 35% after three months.

Marketers who choose to advertise on mobile subscription apps should ensure that the apps they choose are useful to consumers on a daily, if not more frequent, basis. Otherwise, marketers should consider freemium or ad-supported platforms.