Industry Outlook

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2007 INDUSTRY STATISTICS
SPONSORED BY
Industry Outlook
NAILS readers are a terrific and helpful
group of professionals and I thank all of you
who responded to this year’s survey. You gave
us an intimate glimpse into your business and
your thoughts, and I appreciate your openness
and trust.
The market is down for the third year in a
row. More of you told us that building your
clientele was the number-one challenge you
had in business (although that was the
number-one challenge last year as well, this
year the actual number of you citing it as your
key challenge was much higher). A lot of you
are in areas hard-hit economically and your
business is suffering as some clients lose jobs
and have to cut back on their nail services.
Read through this special section for more
comparisons and contrasts. Use the
information and let me know how we can
continue to make it even more useful for you.
Special thanks go to OPI Products, with
special recognition to George Schaeffer and
Suzi Weiss-Fischmann. I know that OPI uses
the data around the world in presentations
about the state of the nail industry. The
sponsorship of this statistics section by OPI
Products makes it possible for us to provide
truly unique, detailed data on the nail industry,
and I thank them heartily. — Cyndy Drummey
Nail Salon Services
Market Size
NAILS’ market size projection figures are
estimates derived from our own research.
They are calculated (in a proprietary way)
based on the number of salons in the
U.S., the number of nail technicians per
salon in each state, the average service
prices of four key salon services, and an
estimate of the number of practicing nail
technicians. The final figure represents,
to the best of our ability, the total amount
of money spent in the U.S. in nail salons
for services.
Figure represents total dollar
volume, in billions, spent by salon
customers on nail salon services.
7
$6.84
6.8
6.6
$6.43
$6.45
$6.44
$6.53
6.4
$6.43
$6.53
$6.34
$6.24
6.2
$6.16
6
(figures in billions)
5.8
1998
1999
2000
2001
2002
2003
2004
2005
2006
2007
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Nail Tech Demographics
Ethnicity
One of the most fascinating aspects of the
professional nail industry is its ethnic
diversity, or rather the dominance of one
particular ethnic group: the Vietnamese,
who now represent the largest group of
nail professionals (see page 36 for more
details about specific demographics).
Home Life
Married with kids
54.6%
Unmarried with kids
13.8%
Married with no kids
12.8%
Unmarried with no kids
18.8%
How long
have you been
doing nails?
One year or less
21.4%
2-3 years
18.2%
4-5 years
10.1%
6-7 years
6.9%
8-9 years
6.6%
10+ years
36.8%
43%
Caucasian
36%
African-American
10%
Hispanic
8%
Korean
2%
Other
1%
What is the highest
level of school you
have completed?*
Some high school
How old are you?*
3.9%
Finished high school
30.8%
Some college
40.7%
Finished college
18.1%
Graduate school
6.5%
25 or younger
9.1%
26-30
14.8%
31-35
20.6%
36-40
18.9%
41-45
14.5%
46-50
10.9%
Over 50
11.2%
Gender:
Which title best
describes your position?
Salon owner (doing nails)
36.1%
Nail technician/booth renter
23.3%
Nail technician/employee
22.2%
Student/apprentice
STATISTICS
Vietnamese
9.5%
Salon manager/nail dept.
manager (doing nails)
3.5%
Salon manager/nail dept.
manager (not doing nails)
1.3%
Salon owner (not doing nails)
3.8%
Cosmetologist
7.4%
Note: Figures don’t add up to 100% as
respondents identify themselves in multiple ways.
34 NAILS 2007-2008 THE BIG BOOK
96% female
4% male
Where do you live?
New England/Mid-Atlantic
19.1%
North Central
19.4%
South Atlantic
20.0%
South Central
14.2%
Mountain
7.0%
Pacific Coast
15.7%
International
4.6%
*Source: 2006 NAILS Big Book
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Vietnamese Demographics
There are many assumptions made
about the Vietnamese salon community
and finally we have data to disprove some
and confirm others. NAILS Magazine and
VietSALON Magazine cooperated on a
survey to Vietnamese nail technicians and
salon owners in September 2006. The
surveys were in Vietnamese and mailed to
5,000 nail technicians in the U.S. We
offered a $5 incentive for every completed
survey and received 988 responses. We
believe this is a positive first step in our
ability to benchmark this significant
faction of the industry.
The area of most controversy is service
pricing. Vietnamese salons have a
reputation — mostly earned — for
providing very low-cost services. This
survey bears that out. They have a
reputation for having low-end services
and offering minimal amenities. This
survey proves that false. Vietnamese
salons offer a host of services, including
wraps, paraffin dips, gels, pink-andwhites, and even such non-nail services
as facials, tanning, and waxing.
Salon Services & Pricing*
STATISTICS
What services are
offered in your salon?
Service
prices
Vietnamese
Average
Industry
Average
Vietnamese
Average
Industry
Average
manicures (basic)
89.3%
97.0%
$11.71
$18.23
pedicures (basic)
89.6%
92.0%
$21.48
$32.72
full set acrylics (sculpts)
86.0%
71.0%
$25.79
$45.77
polish change
83.2%
92.0%
$6.43
$8.33
full set acrylics (tips)
80.9%
78.0%
$24.77
$41.65
full set (pink-and-whites)
80.8%
72.0%
$37.68
$48.03
gels
72.3%
59.0%
$35.28
$47.91
eyebrow waxing
63.1%
55.0%
N/A
N/A
*Prices are developed from a survey done in 9/2006.
36 NAILS 2007-2008 THE BIG BOOK
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What is your title?
salon owner
59.6%
salon manager
17.2%
nail technician
23.2%
Gender?
female
30% male
70%
How many clients do
you personally service
each week?
less than 10
1.7%
10-20
4.9%
21-30
7.3%
31-40
15.1%
41-50
14.5%
51-60
14.8%
more than 60
37.3%
no response
4.4%
How long have you
been doing nails?
Vietnamese Industry
Average Average
one year or less
3.4%
18.3%
2-3 years
10.6%
17.4%
4-5 years
16.5%
11.2%
6-7 years
16.5%
7.7%
8-9 years
16.8%
6.2%
10 years or more
36.2%
39.2%
Are you responsible for
purchasing your own supplies?
Yes, I provide all my own supplies,
including tools and equipment.
46.5%
I provide some supplies, the salon
provides some supplies.
9.4%
The salon provides all my supplies,
except my tools.
35.3%
The salon provides all supplies,
including tools and equipment.
8.8%
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Salon Environment
How would you describe your salon?
Full-service salon
51.2%
Nails-only salon
28.6%
Day spa
9.0%
Home-based salon
4.0%
Mobile salon/spa
1.3%
Resort/hotel/destination spa/salon
0.2%
Other
5.7%
How much is your
monthly booth rental?
STATISTICS
$380 (average)
$150 or less
13.5%
$151-$200
9.7%
$201-$250
5.0%
$251-$300
19.3%
$301-$350
6.7%
$351-$400
18.1%
$401-$450
2.1%
$451-$500
10.9%
Do you carry professional liability
insurance for yourself or your salon?
More than $500
14.7%
54%YES 46%NO
Does your salon have a dress code
or require a uniform?
38%YES 62%NO
How many nail technicians work in this salon?
G
E F
D
C
A
B
44 NAILS 2007-2008 THE BIG BOOK
A
Just me
49.6%
B
2 nail techs
20.3%
C
3 techs
12.7%
D
4 techs
6.1%
E
5 techs
3.7%
F
6 techs
2.9%
G
7+ techs
4.7%
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Salon Services
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There were fewer shakeups in service offerings this year.
30% of salons say they added a new service,
where 11% discontinued a service.
Ironically, some of the main services added were
also the top services discontinued.
Top Nail Salon SERVICE TRENDS
1
Upgrade and upsell.
Nail technicians cut back on basic manicure and pedicure services in favor of more
deluxe and custom services. You told us about Fire & Ice Pedicures, Stone Pedicures,
Peppermint Christmas Manicures, Apple Cinnamon Mani/Pedis, Pomegranate
Manicures and Pedicures, Coffee/Tea Pedicures, and Pumpkin Peel Pedicures.
On the other hand, a few salons said they discontinued the deluxe services for
nearly the same reason. Said one owner, “I have to do more basic services with
special prices to compete with other salons.”
2
Foot care diversity.
There were lots of new treats for the feet, where the skills once reserved for fingernails
were being used to enhance the pedicure service. The most popular new foot service
was gel toenails. We heard about the fast-growing popularity of acrylic and gel
toenails, especially colored products for an always-pristine pedicure. A good
percentage of you tried one of the new “water detoxing” foot treatments, and
many have launched medical pedicures.
STATISTICS
3
All about color.
You’re playing around with colored gels and acrylics and dabbling in 3-D art
constructed with liquid-and-powder systems. One of you started adding crushed sea
shells to white acrylic, which lets you add $10 for those sets. Another tech imprints
pink acrylic with lace for a very pretty, feminine look. You’re custom blending colors
to either match your client’s skin tone or her evening dress. One nail technician sums
it up: “I’ve added custom acrylic to all my extension services. I base my ideas on the
creativity and personality of each of my clients.”
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Sanitation forces discontinued services.
Many nail techs discontinued their paraffin dips because clients were concerned
about dipping into “used” wax. A few others said they discontinued the paraffin
dip since it was being offered free anyway or they were eliminating the higher-end
manicures and pedicures.
5
Stretching from nail care doesn’t work out…
Many salons have decided to do away with non-nail services like ear piercing, body
wraps, permanent makeup, facials, and microdermabrasion. “I’m going back to the
basics,” one nail technician told us. A few people who had gotten bitten by the
tanning bug (including spray tanning) from a few years back threw in the towel.
6
… or it does.
Just as many salons that were taking out non-nail services were adding them in.
Salons added facials, skin care, eyelash/brow treatments, tanning, permanent
makeup, makeup application, waxing, ear candling, massage, and body treatments.
7
Health concerns cause career concerns.
For personal reasons, mostly health-related, we saw nail techs dropping gels and
acrylics, although most who dropped acrylics say they are focusing on higher-profit
natural nail care services instead.
8
Gels are big this year.
23% mentioned adding gel services either as a regular extension service, a gel top
coat service, or gel toenails this year.
9
Knowing your clientele opens opportunities.
Salons have opened up business opportunities by developing services around a
particular client demographic. We heard from salons starting party programs, kids
services, temporary nails for teens, and other special-occasion services. A couple of
you even added a mobile salon unit.
10 Mini services are big.
Whether it’s because clients want things fast or because you want a competitive
service, you told us that you’ve added “minis” to the menu like a Mini Mani and
Petite Pedi (and a host of other cute service names).
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Salon Services
[Here’s how a few of these services
compare to five years ago.]
paraffin dips
What services are offered in your salon?
97%
Pedicures
93%
V
Polish changes
90%
down
22.7%
Nail art
78%
Full set acrylics (tip-with-overlay)
77%
Pink-and-white acrylics
71%
Full set acrylics (sculpts)
71%
Paraffin dips
70%
Waxing (for hair removal)
59%
Gels/UV light systems
56%
Eyebrow shaping
55%
Acrylic toenails
51%
UV top coat service
50%
Hair care
46%
Colored acrylics
45%
Skin care
45%
Nail jewelry
41%
Facials
40%
Fiberglass wraps
34%
Gel toenails
34%
Wraps (silks or linen)
34%
Makeup application
33%
Massage
33%
Colored gels
32%
Eyebrow tinting
28%
Reflexology
24%
Eyelash tinting
22%
19%
Powder/glue extensions
19%
Eyelash extensions
19%
Airbrushing
18%
Microdermabrasion treatments (face or body)
16%
Ear piercing
13%
Tanning
13%
Ear coning/candling
12%
Microdermabrasion treatments (for hands and feet)
11%
Airbrush tanning
10%
acrylic toenails
up
28.6%
fiberglass wraps
colored acrylics
airbrushing
V
down
40.4%
Wellness treatments or mind-body therapies
6%
Permanent makeup
6%
V
Non-waxing hair removal
5%
down
42.0%
Non-nail airbrush treatments (e.g. makeup)
4%
Nutritional analysis or weight control
3%
Water therapies
3%
Glamour photography
1%
Body piercing
1%
48 NAILS 2007-2008 THE BIG BOOK
V
Body wraps
up
2000%
V
STATISTICS
2007
Manicures
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Service Prices
2007 2006
Most salons now have a variety of manicure and pedicure
services, so that a single “average price” is almost
misleading. This year, for the first time, we asked salons
for two prices: one for their basic service, one for a
“deluxe.” Therefore, the change in service prices over
2006 in this category does not necessarily reflect a drop.
Basic manicure
$17.53
$18.23
Deluxe manicure
$18.70
N/A
Basic pedicure
$20.80
$32.72
Deluxe pedicure
$43.93
N/A
Full set acrylics (sculpt)
$46.28
$45.77
Full set acrylics (tip-with-overlay)
$41.21
$41.65
Gels (full set)
$49.09
$47.91
Wraps (full set)
$42.66
$42.76
Colored acrylics (full set)
$50.72
$48.86
Pink-and-white acrylics (full set)
$48.68
$48.03
Acrylic fill
$27.63
$24.36 *
What products are retailed in your salon?**
Nail polish
88%
Skin care products
44%
Hand lotions
85%
Toe rings
38%
Nail strengtheners/treatments
83%
Boutique items (clothing, jewelry)
33%
Top/base coats
81%
Makeup/cosmetics
31%
Cuticle treatments
77%
Adhesives/glue
30%
Nail files or buffers
61%
Tanning products
21%
Hair care
51%
Personal implement kits
20%
Polish-drying products
45%
Vitamins/nutritional supplements
9%
70.1% of nail
STATISTICS
techs retail products for
clients’ at-home use.
42.6% of
salons have added
at least one new
retail item for sale.
*Source: 2005 NAILS Big Book
**Source: 2006 NAILS Big Book
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Client Demographics
Who are your clients?*
Girls under 20
5.6%
Women 21-25
9.7%
Women 26-35
19.4%
Women 36-45
28.5%
Women 46+
28.6%
Men
8.2%
On average, how many clients
do you see each week?
What would you
say is the
PERCENTAGE
of standing
appointments
and walk-ins in
your business?
Standing appointments
68.4%
Walk-in appointments
23.2%
Other (filling in for another
tech, for example)
8.4%
10 or fewer
29.5%
11-20
22.0%
21-30
22.7%
31-40
12.2%
41-50
7.6%
More than 50
6.0%
89%
What is your
busiest day of the week?
STATISTICS
Saturday
of men in Europe and the
U.S. consider good grooming and
general presentation essential to their
professional success. — Changing Male
Grooming Behaviors & Occasions
(2004), Global Information Inc.
31% of the spa-going population is
Day that salons are
most frequently closed?
Sunday
male. — International Spa Association
(ISPA) 2006 Spa-goer Study
34.8%
of nail techs who have
male clients have male-specific services
on their menu. — NAILS Magazine
(April 2007)
*Source: 2006 NAILS Big Book
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Industry Challenges
Building clientele
“I’m trying to build a clientele from
scratch. It can be hard work to get
people of the street into your salon.”
What is the biggest challenge that you faced
as a nail professional in the last 12 months?
Although one nail tech put it succinctly: “I have many challenges and I
face each one head on,” most of you had something specific that was
vexing you.
#1
Competitive market,
especially discount salons
Customer service (difficult clients,
late and no-shows, client retention)
“My challenge has been clients that do not show,
do not call to cancel...frustrating! I made a nice,
polite sign with my rules. It has been great ever
since and I find I am getting more respect.”
“It’s hard trying to explain to new
customers why our prices are more
expensive than the budget salons.”
#3
#2
Specific product challenges
[most often cited: gels, pinkand-whites, lifting]
“I’m learning colored acrylics after
years of getting used to one type or
color of powder.”
Finding and
retaining personnel
Keeping up
with trends,
new products,
industry issues
“Staffing is a major challenge.
With so many high volume
shops, it is hard to compete
in the peak seasons.”
“Keeping up with the
latest products and
having them available is a
big challenge for me.
#4
#6
#5
A slumping economy,
including seasonal slowdowns
Opening a new salon
STATISTICS
“The economy hasn’t really been
good for me since March 2007. Most of
my customers are complaining about high
electric bills and gas prices.”
“I’m opening my own salon and frantic getting it
finished in time for opening and dealing with
the landlord and upstairs tenants.”
#8
#7
Personal time management
Finding classes
“It’s hard finding continuing
education classes in my area.”
54 NAILS 2007-2008 THE BIG BOOK
#9
“I always get very busy in the spring with people
wanting pedicures, and I can’t get everyone in
since I can’t physically do that many a day.
#10
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Have you advertised your business
in the last 12 months?
Business Building
yes 66.4% no 31.4%
Where have you advertised your
business in the last 12 months?*
Local newspaper
51.5%
Client referral system
49.4%
Yellow Pages (printed)
37.5%
The salon has its own website
34.4%
Direct mail to local area residents
26.8%
Sponsor charity events
24.9%
High school or other school papers
23.0%
Other online directories
(including salon finder sites)
20.2%
Online Yellow Pages
18.8%
Door hangers or windshield flyers
18.7%
I have a MySpace page
18.0%
Local or city magazines
17.6%
Cooperative advertising
with other local businesses
11.1%
Radio
9.7%
Sponsor local sports teams
8.3%
Local TV
5.7%
Billboards or bus benches
4.3%
I have a Facebook page
3.8%
Other
14.0%
How tech-savvy are nail salons?*
I go online to chat with other nail technicians.
29.1%
I go online to order products.
78.1%
I look at nail-related videos online.
53.9%
I spend less than five hours a week online.
29.1%
I spend 5-10 hours per week on online.
42.4%
I spend 11-20 hours a week online.
22.7%
I spend more than 20 hours a week online.
18.3%
I subscribe to various nail-related e-mail newsletters.
74.9%
I’m interested in receiving information about nail products via e-mail.
86.6%
E-mail is a good way to reach me.
93.4%
*Note: Figures don’t add up to 100% as respondents were asked to check all that apply.
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Buying Habits
How much do you spend
per month on nail supplies?
Less than $100 per month
28.4%
$101-$150 per month
29.3%
$151-$200 per month
15.0%
$201-$250 per month
4.3%
$251-$300 per month
8.7%
$301-$350 per month
1.6%
Where do you shop for nail supplies?*
More than $350 per month 12.7%
Do you purchase
your own
nail products?
Yes, I provide all my
own supplies, including
tools and equipment.
70.2%
I shop in a professional beauty supply store.
90.9%
I order over the phone from my dealer’s
catalog or deal sheets.
40.1%
I buy products at tradeshows.
39.4%
I order online from my dealer’s catalog.
36.7%
I buy direct from the manufacturer.
31.6%
I order from an online-only distributor.
30.5%
I shop in an open-to-the-public beauty store.
24.6%
A distributor’s sales consultant comes to the
salon and takes my order.
22.9%
For some items, I buy from non-traditional places
that don’t carry traditional professional nail supplies.
12.9%
I shop at the drugstore or other general store.
6.6%
I shop from a mobile or van dealer who comes to my salon.
2.1%
Other
2.8%
*Note: Figures do not add up to 100% as respondents were asked to check all that apply.
STATISTICS
I provide some supplies, the
salon provides some supplies.
The salon provides all my
supplies, except my tools.
8.8%
How often do you purchase supplies?
12.5%
E
The salon provides all supplies,
including tools and equipment.
D
A
8.5%
C
B
60 NAILS 2007-2008 THE BIG BOOK
A
Less than once a month
B
15.7%
Once a month
40.5%
C
Twice a month
30.0%
D
Once a week
12.6%
E
More than once a week
1.2%
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Nail Tech Income
Which best describes your
compensation system?
A
H
I am a booth renter, I pay rent to the
salon and I keep all my service fees.
I am a booth renter, I pay rent to the salon
and I keep a percentage of my service fees.
I am an employee and I receive a salary.
I am an employee and I receive a salary plus
a percentage of my service fees.
I am an employee and I receive just a
percentage of my service fees.
I am an employee and my compensation
is based on the number of clients I serve.
(I receive a higher commission if I bring
in more clients.)
38.0%
3.5%
of nail techs
receive a
commission or
other incentive
for selling
retail products.
D
F
20.0%
E
7.2%
Average weekly income*
24.5%
6.8%
55.7% (average)*
49.5%
C
G
What commission percentage
do you receive on services?
Supplemental
income:
B
A
$150 or less
10.8%
B
$151-$250
11.1%
C
$251-$350
11.6%
D
$351-$450
10.9%
E
$451-$550
12.6%
F
$551-$650
10.0%
G
$651-$750
6.8%
H
More than $750
26.2%
On average, how
many HOURS do you
work each week?
10 or fewer
15.4%
11-20
14.3%
21-30
21.6%
31-40
26.6%
41-50
15.7%
More than 50
6.4%
*Source: 2006 NAILS Big Book
➤
NAILS 2007-2008 THE BIG BOOK 61
NABB08stats_p62-63.qxp
11/5/07
3:00 PM
Page 62
Regional Analysis
nail techs
STATISTICS
2007
Alabama
Alaska
Arizona
Arkansas
California
Colorado
Connecticut
Delaware
Dist. of Columbia
Florida
Georgia
Hawaii
Idaho
Illinois
Indiana
Iowa
Kansas
Kentucky
Louisiana
Maine
Maryland
Massachusetts
Michigan
Minnesota
Mississippi
Missouri
Montana
Nebraska
Nevada
New Hampshire
New Jersey
New Mexico
New York
North Carolina
North Dakota
Ohio
Oklahoma
Oregon
Pennsylvania
Rhode Island
South Carolina
South Dakota
Tennessee
Texas
Utah
Vermont
Virginia
Washington
West Virginia
Wisconsin
Wyoming
U.S. Totals
62 NAILS 2007-2008 THE BIG BOOK
1,933
356
8,332
1,438
83,343
6,901
2,700
415
186
45,599
5,208
1,500
1,354
8,380
3,069
899
925
2,098
3,029
761
6,400
11,194
12,214
2,732
1,814
4,910
475
809
5,400
911
8,155
1,182
16,500
6,774
112
11,893
4,531
15,024
9,176
1,467
1,961
36
3,854
24,157
1,930
201
5,833
7,100
618
1,734
375
347,898
2006
1,587
366
8,531
1,485
79,582
6,301
2,800
450
750
38,452
5,299
1,800
1,174
8,577
3,168
700
900
2,134
1,260
786
6,170
10,499
12,355
2,816
1,871
4,310
483
831
5,100
939
7,995
1,215
16,000
6,922
113
12,096
4,645
15,266
9,308
1,192
2,017
30
5,915
24,578
1,922
208
6,002
7,000
500
1,696
395
361,427
nail salons
2007
802
120
1,122
450
8,240
901
931
182
89
4,204
2,000
213
241
2,223
874
336
447
566
895
187
995
1,421
1,658
661
434
944
174
295
490
210
2,603
356
4,103
1,736
66
1,684
649
631
2,654
214
737
59
1,025
5,103
340
63
1,464
1,286
173
970
109
58,330
2006
764
123
1,023
430
8,112
899
913
178
83
4,107
1,939
206
222
2,250
860
320
445
534
836
185
980
1,470
1,670
645
433
928
168
297
449
217
2,597
348
3,790
1,714
64
1,725
602
628
2,696
201
687
57
972
5,102
336
59
1,411
1,179
173
975
107
59,843
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