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12 28.6% first-timeusers 7 16.7% inactiveusers 19 45.2% low-valueusers 4 9.5% high-valueusers 91% 39 high → inactive 30% 3 high → low 78% 10 high → high 13% 3 low → inactive 0% 18 low → high 69% 6 low → low 61% 22 inactive → high 74% 31 inactive → low 9% 37 inactive → inactive 87% 22 first → high 5% 16 first → low 78% 39 first → inactive 95% 2 never → first 7,800,000,000 never used