With consumers using their mobiles to access the internet more than ever before, marketers have been quick to harness the benefits that this growing marketing channel presents.

Rolling out a mobile marketing strategy takes work, and in the beginning all that work reaps rewards. But over time it’s natural that your numbers might start to flatline or take a dip. You don’t want all your hard work to be wasted. It’s important to continue to breathe life into your mobile marketing campaigns, keeping your subscribers interested and new customers signing up.

OpenMarket’s recent research into mobile preferences is one of those studies that only confirms what we already knew: millennials overwhelmingly prefer text messages to voice calls when communicating via mobile phones. 

Consumers are spending more time on their mobile devices than they ever have before, using them for everything from checking social media and ordering food to making product purchases. Mobile is also increasingly the main way consumers check their email. Mobile CTO (click-to-open) rates are nearly on par with desktop rates, and mobile clicks are also increasing. They accounted for nearly 47 percent of email clicks in Q3 2015, which is about a 33 percent growth in the last two years.

According to a report by the Interactive Advertising Bureau (IAB), the age of a mobile shopper is correlated to the size of the device they use to make online purchases. In other words, the IAB Digital Shopping Report identified critical differences in the shopping habits of various age groups, particularly when it comes to smartphones and tablets.

If you’re debating whether or not to increase your ad spend on mobile marketing this year, consider how the landscape has changed. Many businesses have noted the necessity of mobile marketing for their brands, and there is still plenty of ad space for marketers to grab hold of. No one wants to be left behind, using only classic marketing techniques or simple desktop marketing.