Unique users and/or the current user of a non-computer product are identified. Sensor data is collected from sensors on the non-computer product. The sensor data provides data regarding settings and/or usage patterns of the non-computer product. The sensor data is provided to an analytics engine, which analyzes the sensor data using machine-learning techniques to identify unique users of the non-computer product and/or a current user of the non-computer product. Analytics that include at least an indication of the unique users are provided to a product manufacturer and/or other entity (e.g., a retailer).