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From Reading to Streaming: How Amazon Is Transforming Everyday Moments Through Insight and Technology Presented By: Richie Brown, Media and Advertising Partnerships

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From Reading to Streaming: How Amazon Is Transforming Everyday Moments Through Insight and Technology Presented By: Richie Brown, Media and Advertising Partnerships 1 2 From Reading to Streaming: How Amazon is Transforming Everyday Moments Through Insight and Technology Presented by: Richie Brown, Media and Advertising Partnerships 3 Agenda Amazon’s key focus for innovation How your communities are interacting with Amazon technology during the pandemic What to know about marketing to your renters considering your properties 4 Customers interact with Amazon throughout their day “Awexa, tell me a story pwease?” says Isabelle (3) Read Educated on my Kindle Research the best essential oils Who was the actor in Parasite? “Alexa, play Cardi-B” Play the new season of Jack Ryan Order groceries for 2 hour delivery 5 Amazon Confidential | What drives Amazon to surprise and delight customers? 6 From the original 1997 Letter to Shareholders: Obsess Over Customers From the beginning, our focus has been on offering our customers compelling value. We realized that the Web was, and still is, the World Wide Wait. Therefore, we set out to offer customers something they simply could not get any other way, and began serving them with books. We brought them much more selection than was possible in a physical store (our store would now occupy 6 football fields), and presented it in a useful, easy-to-search, and easy-to-browse format in a store open 365 days a year, 24 hours a day…. …We are planning to add music to our product offering, and over time we believe that other products may be prudent investments. 7 Starting with the customer and working backwards 8 150M 40M 2,000 Amazon Prime members Active Fire TV users US Cities and towns with free worldwide worldwide grocery delivery from Amazon Fresh, Whole Foods Market 2X BILLIONS 55MM the hours of original movies of Alexa interactions each Amazon Music members and TV shows watched on week worldwide Prime Video[in 2019] 9 Sources: Amazon quarterly earnings release, Q4 2019 Two key tools for families during quarantine: Alexa & Fire TV 10 BILLIONS of Alexa interactions each week Alexa Echo Family 11 Next year, half of US households will have a smart speaker Smart speaker household penetration rate U.S. 2014-2025 80.0% 70.0% 75% 70% 60.0% 65% 60% 50.0% 50% 40.0% 40% 30.0% 35% 28% 20.0% HOUSEHOLD PENETRATION RATE PENETRATION HOUSEHOLD 10.0% 12.5% 0.5% 2.5% 8% 0.0% 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 2025 Source(s): Loup Ventures; Statista ID 1022847 12 2 How are your communities using Alexa & Echo during the pandemic? 13 Compared to before the COVID-19 outbreak, do you use your smart speaker to listen to news and information more? Listening to news on smart speakers during coronavirus in the U.S. 2020, by age Share of respondents More Same amount Less 0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% 80.0% 90.0% 100.0% 18-34 years 50% 36% 14% 35-54 years 32% 62% 6% 55 years and older 16% 78% 6% Total 35% 56% 9% 14 Source(s): NPR; Edison Research; March 31 to April 1, 2020; 18 years and older; 1,660 Respondents; Smart speaker owners 2 40M Active Fire TV users worldwide Fire TV Family 15 How are your communities using streaming video during the pandemic? 16 Nearly ½ of people under 55 consuming streaming video Watching online TV and movies more due to the coronavirus U.S. 2020, by generation Movies TV 60.0% 50% 50% 49% 50.0% 47% 48% 48% 43% 41% 40.0% 34% 30% 30.0% 20.0% Share respondents Share of 10.0% 0.0% Total Gen Z Millennials Gen X Baby Boomers 17 Source(s): Morning Consult; The Hollywood Reporter; ; March 5 to 7, 2020; 18 years and older; 2,200 Respondents; among respondents who were much more or somewhat more likely to stream TV or movies 2 18 Amazon Fire TV users are taking advantage of fitness apps 19 Searches by title name + “free” are also trending up IMDb TV does not require a paid Amazon Prime membership to access popular TV shows and movies. 20 Apartments.com Audience analysis What is the audience composition of people browsing units on Apartments.com? 21 more likely to be in-market for living room furniture sets 22 3.5xmore likely to be in-market for kitchen and dining room furnishings 23 2.5xmore likely to be in-market for women’s athletic clothing and fitness accessories 24 more likely to be preparing for a wedding 25 2.4x more likely to be in-market for corrugated packing boxes 26 more likely to be in their 20’s 27 How can these learnings be applied to acquiring and retaining tenants? 28 Considerations for new tenant acquisition Reach renters on streaming Highlighting digital media- Promotions related to video and smart speakers. friendly features appeals to furnishings, decorations, tech savvy audience. digital subscriptions, and devices can entice renters 29 Considerations for tenant retainment Help tenants decrease living Offering safe, shared exercise Make tenant/management costs with smart tech for equipment that use popular, communication easier. climate, lights and outlets. app-based classes 30.
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