As part of our monthly Verto Glossary series, we define an industry- or Verto-specific term, in an effort to make our content more useful and easier to understand. In our last post, we discussed competitive cohorts. This month, we take a look at a complementary term, exclusive users.
What is an exclusive user?
An exclusive user is an individual consumer who has only used product X, and not products Y or Z, within a stated time period (such as a month, a quarter, or a year).
For example, the illustration below depicts consumer use of three major ecommerce brands: Amazon (A), eBay (B), and Walmart (C) over the past month. Competitive cohorts among these three brands are depicted in sections D, E, F, and G. Exclusive users of Amazon – that is, individual consumers who only used Amazon within a stated time period – are depicted by (A).
Exclusive users are different from a competitive cohort, because a competitive cohort looks at individual consumers who have (or have not) used products within a competitive set. In our example from last month, we looked at the ecommerce category, comparing consumers who had used Amazon, Walmart, and Target, who are all competitors in the ecommerce category.
Instead, exclusive users can stretch across categories. In the example above, H denotes exclusive users of Amazon who have also used Candy Crush within the past month. However, since Candy Crush is a mobile game and not an ecommerce property, this does not impact the overall number of exclusive users of Amazon compared to the other ecommerce properties in the context of this analysis.