Why reaching a small group of 'super users' can beat mass appeal

Tech and media companies fixated on growing their user bases may do well in sticking to the adage of quality over quantity.

According to consulting firm Activate and its Tech and Media Outlook 2020, super users are a smaller subset of overall users but, in fact, are the most valuable, accounting for a “disproportionately high share of time, spend, fandom, and social amplification across all activities, including video, gaming, music, podcasts, and e-commerce purchases.”

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