Many shops don't value tests, so if you are above zero at least there is some appreciation of worth - so arguably non-zero isn't bad as many are still zero.
In the .Net world people often quote 80% as reasonble. But they say this at solution level. I prefer to measure at project level: 30% might be fine for UI project if you've got Selenium, etc or manual tests, 20% for the data layer project might be fine, but 95%+ might be quite achievable for the business rules layer, if not wholly necessary. So the overall coverage may be, say, 60%, but the critical business logic may be much higher.
I've also heard this: aspire to 100% and you'll hit 80%; but aspire to 80% and you'll hit 40%.
Bottom line: Apply the 80:20 rule, and let your app's bug count guide you.