Who Are End Users, and How Can You Identify Them?

An end user is a person who will use a good or service after purchasing or receiving it. In this article, I will give a detailed overview of this concept, starting with the key characteristics and importance of its definition and ending with the ways to identify and determine the needs of end users. 

The concept of the end user is used in marketing, product development, customer service, etc. By understanding the end user, organizations can create products and services that meet consumers' needs and expectations, which increases customer loyalty and market competitiveness.

Regardless of the industry, whether technology, consumer goods, or services, the concept of the end user plays a crucial role in shaping the company's development strategy.

Why is it important to identify the end user?

An end-user portrait influences not just marketing activities but business success in general. It helps businesses to:

1. Meet customer needs. Creating products and services that meet the expectations and needs of end users increases their loyalty.
2. Effectively target marketing efforts. Targeted and effective advertising campaigns optimize costs and resources.
3. Increase competitiveness. Respond more quickly to market changes and offer products that help you stand out.
4. Streamline product development. Adapt products to changing needs and trends to ensure both relevance and demand.

The portrait of the end user may be the same as that of the target audience, but only if the product or service is used by the same audience for which the marketing activities are intended.

Key characteristics of end users

Let's examine some of the main characteristics of end users that should be identified before designing or promoting a product.

Demographic characteristics

1. Age or age group. For example, younger consumers may prefer technological innovation, while older consumers may prefer ease of use and reliability.
2. Gender. Some products are more popular with men and others with women, and this should be considered during the design process and promotion.
3. The income level of users affects their decisions to purchase and use a product.
4. The level of education determines how complex or technical a product users are willing to purchase.
5. The region of residence affects the logistics of delivering certain products.

Characteristics by need

1. Functional needs. What exactly does the consumer want from the product? What needs does it satisfy?
2. Emotional needs, such as security, satisfaction, and status.
3. Social needs, which is when consumers are looking for products that help them interact with others or improve their social status.

Behavioral characteristics

1. Usage habits. How often and under what conditions do they use the product?
2. Loyalty is the degree of commitment to a brand or product.
3. Purchase behavior is the factor that influences the purchase decision and the decision-making process.

Technological literacy

This affects the user’s ability to use products, especially if they are technically complex or innovative solutions. 

Psychographic characteristics

By getting information about end users' interests, values, attitudes, and lifestyles, businesses can better understand the factors that influence their decisions and behaviors.

Types of end users

In addition to the general portrait of the user, you should consider additional user characteristics in relation to how they will use the product. The following types are often distinguished.

Regular consumer

Individual consumers who use products or services for their own needs.

Example: A person buys a smartphone for personal use to communicate with friends and family, take photos, and use social media.

Family member

This consumer uses products or services for the needs of the whole family.

Example: A family buys a family car for travel, transporting children to school, and leisure activities.

Business user

Individuals or groups who use a product or service for business purposes, primarily for organizational purposes.

Example: A manager needs software to manage projects and coordinate teamwork.

Mobile user

Consumers who actively use mobile devices to access products or services.

Example: A person opens a mobile app to do online banking, check the news, or order food.

Professional user

People with a high level of specialization who need products to solve complex technical problems in a particular field.

Example: A graphic designer needs professional software to create high-quality images and layouts.

Educational user

Students, teachers, and educational institutions use products or services for learning and educational purposes.

Example: Students use laptops and online platforms to complete homework assignments and participate in online lectures.

Note that the above covers the major kinds of end users, but it is not an exhaustive list of possible types.

The differences between an end user and a client

These two concepts may sound similar, but there are certain differences between them. It is important to distinguish an end user from a client.