End user computing refers to systems in which non programmers can create working applications. It is a group of approaches to computing.

The person or demographic that are the target of a specific computer program, product or service. E.g. the end user of Windows XP Home Professional is the home computing user base.

The term "end-user computing" and its acronym "EUC" apply to systems creating working applications that are made by non-programmers. All these systems function with the approach to integrate non-programmers into various levels of the computing environment, which translates into an increased potential for problem-solving. ICAD, SQL and MAPPER are examples of end-user computing systems operating in this manner.

One advantage to end-user computing in retail business is more revenues. When users are able to find exactly what they want online, they will shop more from the comfort of their home.

Geoffrey Thwaites has written:

'End user computing'