The Collaborative International Dictionary of English v.0.48:
end-user \end-user\ n.
a person who uses an item of commerce for its designed
purpose; -- contrasted with those who produce or resell the
item or incorporate the item into another product.
Note: Purchasers of items who are not end-users include:
reseller; value-added reseller, VAR; and producer,
The Free On-line Dictionary of Computing (18 March 2015):
The person who uses a computer application, as opposed
to those who developed or support it. The end-user may or may
not know anything about computers, how they work, or what to
do if something goes wrong. End-users do not usually have
administrative responsibilities or privileges.
End users are certain to have a different set of assumptions
than the developers who created the application.