~5% of Amazon USA Customers Own an Echo vs. 2% Y/Y... ~4MM Units Sold Since Launch (11/14), per CIRP ~4MM Amazon Echo devices have been sold in USA as of 3/16, with ~1MM sold in Q1:16, per CIRP estimates Amazon Customer Awareness of Amazon Amazon Customer Ownership of Amazon Echo, USA, Q1:15 – Q1:16 Devices, USA, Q1:16 70% 60% 61% 51% 60% 50% 50% 47% 40% ase 40% ase 34% B40% B er er30% 26% m 30% m o 30% o 22% st st u 20% u 20% C C f 20% f o o % % 10% 10% 6% 5% 0% 0% Q1:15 Q2:15 Q3:15 Q4:15 Q1:16 Prime Kindle Kindle Fire Echo None Fire Reader TV Source: Consumer Intelligence Research Partners (CIRP) Note: Amazon Echo limited launch occurred in 11/14 and wide-release occurred in 6/15. KPCB INTERNET TRENDS 2016 | PAGE 131