Recommender systems have been shown to exhibit popularity bias by over-recommending popular items and under-recommending relevant niche items. We seek to understand niche users in benchmark recommendation datasets as a step toward mitigating popularity bias. We find that, compared to mainstream users, niche-preferring users exhibit a longer-tailed activity-level distribution, indicating the existence of users who both prefer niche items and exhibit high activity levels on platforms. We partition users along two axes: (1) activity level ("power" vs. "light") and (2) item-popularity preference ("mainstream" vs. "niche"), and show that in three benchmark datasets, the number of power-niche users (high activity and niche preference) is statistically significantly larger than expected. We also find that interaction data from power-niche users is especially valuable for improving recommendations for not only niche but also mainstream users. In contrast, many existing popularity bias mitigation methods have focused on upweighting niche users regardless of activity level. Motivated by the value of power-niche user data, we propose PAIR (Popularity-and-Activity-Informed Reweighting), a framework for reweighting the Bayesian Personalized Ranking (BPR) loss that simultaneously reweights based on user activity level and item popularity, upweighting power-niche users the most. We instantiate the framework on both deep and shallow collaborative filtering models, and experiments on benchmark datasets show that PAIR reduces popularity bias and can increase overall performance. Although existing popularity-bias mitigation methods yield a trade-off between performance and bias, our results suggest that considering both user activity level and popularity preference leads to Pareto-dominant performance.