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,
         manufacturer.

   Syn: consumer.
        [PJC] Endways

The Free On-line Dictionary of Computing (30 December 2018):

end-user

    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.

   (1997-03-29)