Sole usage is the fraction of a brand‘s customers who use only the brand in question. Sole users may be die-hard, loyal customers. Alternatively, they may not have access to other options, perhaps because they live in remote areas.
Sole usage is a useful metric for determining loyalty among a brand’s purchasing base.
Sole usage percentage: The proportion of a brand’s customers who use only that brand’s products and do not buy from competitors.
Sole usage (%) = 100 x [Customers who buy only the brand in question (#) ÷ Total brand customers (#)]
- ^ Farris, Paul W.; Neil T. Bendle; Phillip E. Pfeifer; and David J. Reibstein (2010). Marketing Metrics: The Definitive Guide to Measuring Marketing Performance (Second Edition). Upper Saddle River, New Jersey: Pearson Education, Inc.