heavy users
Definition:
Among any group of those who consume/use a product/service, there are those whose usage accounts for a disproportionately large share of the total. The existence of such 'heavy users' in nearly all markets makes them valuable and important targets for the attention of marketers.
Cross-References:
[product usage segmentation]
Links:
Figures:
© Westburn Publishers Ltd 2002, The Westburn Dictionary of Marketing edited by Michael J Baker, ISBN 978-0-946433-01-8. www.themarketingdictionary.com. Entry: [James R. Bureau],.