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Copyright © 2015 Deloitte Development LLC. All rights reserved.
Digital Democracy Survey
A multi-generational view of cons...
Copyright © 2015 Deloitte Development LLC. All rights reserved.
Agenda
1. About the survey
2. Product and device landscape...
About the survey
Copyright © 2015 Deloitte Development LLC. All rights reserved.
• This is the ninth edition of research commissioned by De...
Copyright © 2015 Deloitte Development LLC. All rights reserved.
The survey focuses on four generations,
and five distinct ...
Product and device
landscape
Copyright © 2015 Deloitte Development LLC. All rights reserved.
Product and device ownership tends to be driven by generat...
Copyright © 2015 Deloitte Development LLC. All rights reserved.
Device value is mostly stable year-over-year; owners place...
Copyright © 2015 Deloitte Development LLC. All rights reserved.
Among subscribers top three ranking (%)
2014
Home Internet...
Copyright © 2015 Deloitte Development LLC. All rights reserved.
4% 5%
23%
68%
Trailing millennials spend more time watchin...
Copyright © 2015 Deloitte Development LLC. All rights reserved.
When taking into account that trailing millennials spend m...
Mainstreaming of digital
Copyright © 2015 Deloitte Development LLC. All rights reserved.
More than half of all consumers and three-quarters of mill...
Copyright © 2015 Deloitte Development LLC. All rights reserved.
Among consumers with a streaming subscription service
summ...
Binge watching
Copyright © 2015 Deloitte Development LLC. All rights reserved.
Two-thirds of viewers “binge-watch” TV, watching three or ...
Copyright © 2015 Deloitte Development LLC. All rights reserved.
TV drama is the most popular television genre to binge-wat...
Multitasking
Copyright © 2015 Deloitte Development LLC. All rights reserved.
Ninety percent of consumers are multitasking while watchin...
Copyright © 2015 Deloitte Development LLC. All rights reserved.
Despite the high percentage of consumers who are multitask...
Copyright © 2015 Deloitte Development LLC. All rights reserved.
When compared to traditional TV advertising, consumers ten...
Pay TV
68
12
5 3
12
67
14
6 3
10
62
15
7 3
13
No plans to change
provider or cut cord
Fewer Pay TV subscribers have no plans to c...
Copyright © 2015 Deloitte Development LLC. All rights reserved.
Millennials and Xers are significantly more open to change...
Copyright © 2015 Deloitte Development LLC. All rights reserved.
Consumers are increasingly interested in purchasing TV cha...
The current state of
advertising
Copyright © 2015 Deloitte Development LLC. All rights reserved.
Personal recommendations, including those from within soci...
Copyright © 2015 Deloitte Development LLC. All rights reserved.
Consumers show a willingness to endure advertising in exch...
Personalization of
gaming
Almost 40% of US consumers and 54% of trailing millennials play
video games on a daily or weekly basis
38%
23%
16%
23%
Fre...
Copyright © 2015 Deloitte Development LLC. All rights reserved.
Gamers are spending a third of their playing time on mobil...
Copyright © 2015 Deloitte Development LLC. All rights reserved.
Gaming consoles are increasingly being used for content
co...
Social media
Copyright © 2015 Deloitte Development LLC. All rights reserved.
The majority of consumers are worried about online securit...
Copyright © 2015 Deloitte Development LLC. All rights reserved.
Consumers notice when companies/brands engage in social me...
Copyright © 2015 Deloitte Development LLC. All rights reserved.
While television is still the top mechanism for getting ne...
Copyright © 2015 Deloitte Development LLC. All rights reserved.
To learn more about Deloitte’s Digital Democracy Survey vi...
Copyright © 2015 Deloitte Development LLC. All rights reserved.
This presentation contains general information only and De...
About Deloitte
Deloitte refers to one or more of Deloitte Touche Tohmatsu Limited, a UK private company limited by guarant...
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Media and Mobile Trends 2015: Where and How Are Consumers Tuning In?

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Explore the results of Deloitte’s ninth edition of the Digital Democracy Survey, including:
•Evolving media consumption habits, including preferences related to binge watching, streaming video, and over-the-top viewing habits
•Effectiveness of various advertising methods, both traditional and online
•Changing consumer behaviors related to mobile device ownership and usage

For more information visit www.deloitte.com/us/tmtrends.

Published in: Technology

Media and Mobile Trends 2015: Where and How Are Consumers Tuning In?

  1. 1. Copyright © 2015 Deloitte Development LLC. All rights reserved. Digital Democracy Survey A multi-generational view of consumer technology, media and telecom trends Ninth Edition www.deloitte.com/us/tmttrends
  2. 2. Copyright © 2015 Deloitte Development LLC. All rights reserved. Agenda 1. About the survey 2. Product and device landscape 3. Mainstreaming of digital 4. Binge watching 5. Multitasking 6. Pay TV 7. The current state of advertising 8. Personalization of gaming 9. Social media
  3. 3. About the survey
  4. 4. Copyright © 2015 Deloitte Development LLC. All rights reserved. • This is the ninth edition of research commissioned by Deloitte’s Technology, Media and Telecommunications (TMT) practice. • Focusing on four generations and five distinct age groups, the survey provides insight into how consumers ages 14 and above are interacting with media, products and services, mobile technologies, the Internet, and attitudes and behaviors toward advertising and social networks—and what their preferences might be in the future. • Fielded by an independent research firm from 11/3/2014 to 11/19/2014, the survey employed an online methodology among 2,076 US consumers. • All data is weighted back to the most recent census data to give a representative view of what US consumers are doing. • For meaningful changes, we look for differences in year-over-year tracking and generations of at least five percentage points. About Deloitte’s digital democracy survey
  5. 5. Copyright © 2015 Deloitte Development LLC. All rights reserved. The survey focuses on four generations, and five distinct age groups: Talking about the generations *2010 US Census Bureau—Population Division US Interim Projections 2000-2050 Born 1988–1983 Born 1982–1966 Born 1965–1947 Born 1946 and priorBorn 2000–1989 (Millennials Age 10-13 not included in this study) 70M 77M 24M79M 2014 US population*
  6. 6. Product and device landscape
  7. 7. Copyright © 2015 Deloitte Development LLC. All rights reserved. Product and device ownership tends to be driven by generational trends, with trailing millennials often leading adoption of newer and more mobile technologies Q. Which of the following media or home entertainment equipment does your household own? Among total US consumers (%) 2013 2014 Laptop computer 81 82 91 87 88 77 60 Flat panel television 76 82 71 83 86 83 87 Smartphone 65 71 86 84 82 57 40 Desktop computer 71 66 62 58 62 70 83 Gaming console 58 56 80 72 63 40 19 Tablet 48 54 58 48 65 50 37 Digital video recorder (DVR) 51 50 43 45 56 50 54 Streaming media box or over-the-top box 17 18 17 23 25 12 10 Portable streaming thumb drive/FOB 7 9 10 10 12 8 2 Fitness band -- 9 9 11 10 9 1 Smart watch -- 3 4 6 3 1 1 Product ownership by US household
  8. 8. Copyright © 2015 Deloitte Development LLC. All rights reserved. Device value is mostly stable year-over-year; owners place relatively high value on new products, such as smart watches Top 3 ranking among owners (%) 2013 2014 Smartphone 72 76 76 78 79 75 65 Laptop computer 67 71 75 68 68 74 59 Flat panel television 62 62 40 53 62 70 80 Desktop computer 55 55 35 46 48 64 86 Basic mobile phone 39 36 13 22 20 50 52 Tablet 36 31 30 35 32 33 22 Gaming console 31 27 45 30 20 13 7 Digital video recorder (DVR) 20 22 11 15 25 24 29 Smart watch -- 18 ^ ^ ^ ^ ^ Streaming media box or OTT box 18 15 13 24 18 10 2 Fitness band -- 14 ^ ^ ^ ^ ^ Portable video game player 9 10 16 20 1 6 0 Portable streaming thumb drive/FOB 5 6 ^ ^ ^ ^ ^ ^ Base too small to show Top three most valued products among owners Q. Of the products you indicated you own, which 3 do you value the most?
  9. 9. Copyright © 2015 Deloitte Development LLC. All rights reserved. Among subscribers top three ranking (%) 2014 Home Internet 93 93 93 94 95 Pay TV (cable and/or satellite) 58 75 80 89 92 Mobile data plan 69 65 67 39 22 Streaming video service 72 63 47 43 6 Mobile voice 37 47 52 48 35 Landline telephone 17 23 29 51 65 Gaming 62 41 26 15 - Streaming music service 42 39 27 16 6 News/Newspaper (print or digital) 13 28 16 32 51 Magazine (print or digital) 14 15 12 16 17 94 80 58 54 46 40 40 30 29 15 Home Internet is overwhelmingly the most valued service across all generations, with nearly all consumers ranking it in their top three. Top three most valued services among subscribers Q. Of the services you indicated your household purchases, which three do you value the most?
  10. 10. Copyright © 2015 Deloitte Development LLC. All rights reserved. 4% 5% 23% 68% Trailing millennials spend more time watching TV shows on non- traditional devices than on televisions Q. Of the time you spend watching TV shows (e.g., 30- or 60-minute television programs), what percentage of time do you watch on the following devices? 8 7 4 1 0 8 8 7 2 1 41 27 19 16 9 43 56 69 80 89 Percentage of time spent watching TV shows by device among US consumers Smartphone Tablets Desktop/Laptop TV
  11. 11. Copyright © 2015 Deloitte Development LLC. All rights reserved. When taking into account that trailing millennials spend more time watching TV shows on non-traditional devices than on televisions, it is not surprising that only a quarter of television programming they watch is done live at the time of broadcast Live programming 28 35 41 58 63 45% Percentage of time spent watching live programming among US consumers Q. When watching television content, what percent of time are you watching the following methods of programming?
  12. 12. Mainstreaming of digital
  13. 13. Copyright © 2015 Deloitte Development LLC. All rights reserved. More than half of all consumers and three-quarters of millennials stream movies on a monthly basis Frequency of streaming, renting and purchasing movies At least monthly 56 77 71 65 40 23 35 40 47 40 29 17 29 36 40 30 25 14 26 28 34 31 22 12 23 31 36 28 13 6 21 31 32 25 14 4 Among total US consumers (%) Weekly Online Streaming Service 34 Rent DVD/Blu-ray 10 Purchase DVD/Blu-ray 6 Purchase/Rent via on demand/pay-per view 6 Purchase digital download 5 Rent digital download 5 48% of US consumers 34% of US consumers and 57% of trailing millennials stream movies on a weekly basis rent or buy physical discs monthly Q. Thinking about how you watch movies, how frequently do you do each of the following?
  14. 14. Copyright © 2015 Deloitte Development LLC. All rights reserved. Among consumers with a streaming subscription service summary of agree strongly (%) 2013 2014 It allows me to watch content when I want to 64 I value that it allows me to watch content without commercials -- It allows me to watch content wherever I want 55 It allows me to watch content on multiple devices 53 The quality (visual and/or audio) is on par with the quality (visual and/or audio) of the content delivered through my pay TV service (cable and/or satellite) 45 I value its extensive library of TV shows 43 I value the ease at which I can discover new content 43 I value its extensive library of movies 42 I value the availability of recent TV show releases 36 I value the availability of recent movie releases 35 74 71 66 56 49 40 40 36 33 32 Xers value mobility of content The reasons behind why people stream are clear. Consumers appreciate their streaming services for the ease with which they can watch commercial-free content anytime, anywhere, and on any device 55% 63% 74% 67% 44% 43% of US consumers subscribe to a streaming video service Consumer perceptions of their streaming services Q. Please indicate how much you agree or disagree with the following statements about your streaming video service
  15. 15. Binge watching
  16. 16. Copyright © 2015 Deloitte Development LLC. All rights reserved. Two-thirds of viewers “binge-watch” TV, watching three or more episodes of TV in one sitting; millennials overwhelmingly engage in binge-watching behaviors Q. How frequently do you “binge-watch” television shows? Q. Do you ever “binge-watch” television shows, meaning watching three or more episodes of a TV series in one sitting? Among US consumers (%) Have streaming subscrip- tion Do not have streaming subscrip- tion Ever Binge 68 84 83 74 56 37 83 57 Among binge watchers (%) At least once a week 31 42 30 25 29 26 At least once a month 34 35 40 38 28 24 At least every six months 27 19 23 27 35 29 At least once a year 8 4 8 11 8 21 Percentage of US consumers who binge watch TV shows Frequency of binge watching
  17. 17. Copyright © 2015 Deloitte Development LLC. All rights reserved. TV drama is the most popular television genre to binge-watch, as a continuous narrative lends itself well to multi-episode viewing Among US consumers (%) Male Female TV drama 54 49 54 58 57 53 51 58 TV comedy 20 25 23 19 16 11 24 16 Reality TV show 7 8 7 8 6 4 5 9 Contest show 3 2 2 2 4 2 3 2 Daytime shows 2 2 3 2 3 5 2 3 Variety/talk shows 1 1 1 1 0 1 1 1 Do it yourself (DIY)/cooking shows 4 2 3 6 6 3 4 4 None of the above 9 11 8 5 8 21 10 7 Most binged genre Q. When you “binge-watch,” what kind of show are you most often watching?
  18. 18. Multitasking
  19. 19. Copyright © 2015 Deloitte Development LLC. All rights reserved. Ninety percent of consumers are multitasking while watching TV Percentage of US consumers who multitask while watching TV Q. Which are things you typically do while watching your home TV? Average number of additional activities while watching TV Among U.S. Consumers Summary of Always/Almost Always (%) 2012 2013 Browse and surf the web 27 35 42 45 35 25 9 Read email 26 30 28 32 32 28 16 Text message 23 26 53 41 30 14 3 Use a social network 23 26 47 38 27 13 3 Browse for products and services online 17 21 28 30 22 12 7 Talk on the phone 17 18 22 19 22 17 8 Write email 19 22 16 22 21 13 10 Purchase products and services online 11 16 22 22 18 11 4 Play video games 16 18 24 23 15 13 8 Read for pleasure 14 14 16 17 15 9 6 Microblogging 9 14 29 20 11 4 0 Read for work and/or school 12 13 20 15 13 6 0 Nothing else - just watch TV 19 14 6 4 9 12 19 32 28 28 26 20 19 17 16 16 13 13 11 10 3 3 3 2 1 Q. Which are things you typically do while watching your home TV?
  20. 20. Copyright © 2015 Deloitte Development LLC. All rights reserved. Despite the high percentage of consumers who are multitasking while watching TV, fewer than one-quarter of multitasking activities are directly related to the programs that consumers are watching 25% 28% 24% 18% 17% 2014 Total related multitasking 22% Percentage of multitasking directly related to the program Q. What percentage of your multitasking activities are directly related to the program you are watching?
  21. 21. Copyright © 2015 Deloitte Development LLC. All rights reserved. When compared to traditional TV advertising, consumers tend to pay more attention to digital (online) ads. Four out of five millennials are more distracted during TV ads than digital Among total US consumers (%) summary of agree strongly/somewhat 2014 I tend to multitask on another device or activity more while watching television ads than digital (online) ads 81 77 78 65 5373 Intensity of attention related to digital ads Q. Thinking about advertisements that come on during television or digital (online) programming you watch, please rate the following statements using the scale below.
  22. 22. Pay TV
  23. 23. 68 12 5 3 12 67 14 6 3 10 62 15 7 3 13 No plans to change provider or cut cord Fewer Pay TV subscribers have no plans to change providers or cut the cord this year than in previous years. A quarter of Trailing Millennials either cancelled their pay TV subscriptions in the last 12 months or haven’t had Pay TV more for more than a year. Q. Which of the following statements best describes you and/or your household with regard to pay television service? Considering changing Pay TV provider Considering cutting Pay TV subscription in the next year Cancelled Pay TV in the last year (cord cutter) Haven’t had Pay TV for more than a year (cord cutter/cord never) 2012 2013 2014 Pay TV subscription roadmap 54 14 7 7 18 25% Ages 14-18: 21% Ages 19-25: 28%
  24. 24. Copyright © 2015 Deloitte Development LLC. All rights reserved. Millennials and Xers are significantly more open to change, with only about half saying they have no plans to change 68 65 54 61 63 55 67 62 54 70 70 69 78 80 74 Among total US consumers (%) 2012 2013 2014 I have paid television service and have no plans to cancel or change my paid television service within the next 12 months 68 67 62 Interest in changing or cancelling pay TV service Q. Which of the following statements best describes you and/or your household with regard to pay television service?
  25. 25. Copyright © 2015 Deloitte Development LLC. All rights reserved. Consumers are increasingly interested in purchasing TV channels in à la carte packages, with over half saying they prefer to subscribe only to the channels they watch regularly Among total US consumers with pay TV service (%) 2012 2013 2014 Subscribe only to the channels I watch regularly 42 47 52 52 49 54 51 53 Subscribe to a package of channels even if I do not regularly watch them all 50 47 40 39 42 43 40 38 Purchase only those individual shows and events I want to watch 8 6 8 9 9 4 9 9 Among total US consumers with pay TV service (%) 2012 2013 2014 Average number of channels 15 13 11 9 11 11 12 10 Pay TV subscription preferences Q. In terms of how you purchase paid television, what would be your preference of the choices listed below? Average number of channels watched Q. Think about the channels you watch on your paid television service. How many channels do you watch regularly?
  26. 26. The current state of advertising
  27. 27. Copyright © 2015 Deloitte Development LLC. All rights reserved. Personal recommendations, including those from within social media circles, play a major role in buying decisions Q. To what degree do the following influence your buying decisions? 38 18 17 11 12 6 7 9 7 7 5 6 6 6 7 5 5 4 5 4 4 43 47 44 39 34 38 37 34 35 34 32 31 30 25 19 20 19 17 15 15 14 81 65 61 50 46 44 44 43 42 41 37 37 36 31 26 25 24 21 20 19 18 Recommendations from a friend/family/known acquaintance Television ads Online review or recommendation from someone within your social media circle Online review by someone you do not know in real life In-theater advertising (pre-movie) Magazine ads Products or services mentioned/featured in a TV show or movie A reseller or channel partner website Manufacturer or vendor website Newspaper ads Radio ads An email from a company/brand Billboards and posters Ads delivered through social media platforms Video game advertising (all forms of games) An endorsement from a celebrity An endorsement from an online personality Ads delivered on mobile apps, including location-based ads SMS/Text Message ad A tweet/post by someone you do not already follow (NOT an ad) A tweet/post by company/brand you do not follow High MediumHigh Medium Buying decision influence
  28. 28. Copyright © 2015 Deloitte Development LLC. All rights reserved. Consumers show a willingness to endure advertising in exchange for discounted content Among US consumers summary of agree strongly/somewhat (%) 2014 Bingers Non-Bingers I would be willing to view advertising with my streaming video programming if it significantly reduced the cost of the subscription 62 69 66 66 57 43 69 57 Advertising in streaming services Q. Please indicate how much you agree or disagree with the following statements.
  29. 29. Personalization of gaming
  30. 30. Almost 40% of US consumers and 54% of trailing millennials play video games on a daily or weekly basis 38% 23% 16% 23% Frequently (Everyday/Weekly) Occasionally (Monthly) Rarely (1 to 3 times/year) Never 54% 45% 37% 27% 32% 27% 25% 25% 20% 15% 10% 14% 19% 20% 10% 8% 16% 19% 34% 43% 2013: 41% 2013: 26% 2013: 12% 2013: 22% Total US consumers Gaming frequency Q. How often do you play videogames (regardless of type, include mobile, console, phone-based, laptop and/or desktop, and tablet-based games)?
  31. 31. Copyright © 2015 Deloitte Development LLC. All rights reserved. Gamers are spending a third of their playing time on mobile platforms (smartphones and tablets), perhaps because of the proliferation of casual games (e.g., puzzles and word games) 24% 21% 21% 19% 11% 3% 1% Gaming Console Smartphone Desktop Laptop Tablet Portable video game player Streaming media box or over-the-top box Among US video gamers (%) Gaming time on each device Male Female Gaming console 24 32 30 25 18 5 30 18 Smartphone 21 22 27 27 14 6 17 25 Desktop 21 14 11 14 29 56 23 19 Laptop 19 19 17 17 23 22 16 23 Tablet 11 7 10 12 13 9 9 12 Portable video game player 3 5 3 3 2 0 3 3 Streaming media box or over-the-top box 1 0 1 2 0 0 1 0 Q. Of the time you spend playing games (all types of games), what percentage of time do you play games on the following devices? Share of time spent on gaming platforms
  32. 32. Copyright © 2015 Deloitte Development LLC. All rights reserved. Gaming consoles are increasingly being used for content consumption, especially watching/streaming movies Among those with consoles (%) activities performed on gaming console Male Female 2013 2014 Play video games 88 86 89 84 86 86 ^ 92 79 Watch movies (Blu-ray/DVD) 42 48 46 60 50 45 ^ 49 47 Stream TV/Movie content 32 38 42 51 39 26 ^ 39 37 Watch online content 26 29 43 22 24 22 ^ 30 28 Browse the Internet 16 16 15 12 12 23 ^ 16 16 Fitness training/education 16 15 11 11 20 17 ^ 10 22 Stream music 12 15 16 18 17 10 ^ 14 17 View home videos/photos 7 7 4 4 6 10 ^ 6 7 86% 48% 38% 29% 16% 15% 15% 7% Play video games Watch movies (physical disc) Stream TV/ movie content Watch online content Browse the Internet Education Stream music View home videos/photos Q. What top three activities are you doing on your gaming console? Console usage
  33. 33. Social media
  34. 34. Copyright © 2015 Deloitte Development LLC. All rights reserved. The majority of consumers are worried about online security and privacy when using social networking sites Among total US consumers (%) summary of agree strongly/somewhat 2014 I am concerned about security and privacy when using social networking sites 81 77 77 82 83 88 Q. Please indicate how much you agree or disagree with the following statements. Attitudinal statements—social networking
  35. 35. Copyright © 2015 Deloitte Development LLC. All rights reserved. Consumers notice when companies/brands engage in social media Among total US consumers (%) summary of agree strongly/somewhat 2013 2014 It enables me to learn more about a company/brand/product/service than the information I can get on a company's website 58 72 69 59 46 31 It has improved my perception of the company/brand 52 68 60 52 37 23 I am able to more effectively raise/resolve customer service issues than via the company's website or calling the company 50 62 65 49 41 23 I feel more connected to the company/brand if their leadership engages on social networks 49 68 58 49 32 18 56 49 48 46 Q. How much do you agree or disagree with each of the following statements related to companies’ use of social networking sites? Consumer views of company/brand engagement on social networks
  36. 36. Copyright © 2015 Deloitte Development LLC. All rights reserved. While television is still the top mechanism for getting news, its importance has been decreasing over the last several years; social media sites are becoming a primary source of news for trailing millennials Among total US consumers (%) 2012 2013 2014 Television 57 49 48 28 40 45 61 70 Online news sites not associated with a newspaper 17 19 12 15 10 13 11 4 Social media sites 4 9 11 26 15 10 3 1 Online version of newspapers 9 10 10 7 16 13 8 4 Print newspapers 6 6 7 3 4 5 10 15 Radio 3 4 5 5 3 7 5 2 Variety/talk shows -- -- 2 4 5 1 0 0 News aggregators -- -- 2 3 3 3 1 0 I do not follow the news 3 4 4 8 5 3 2 3 Most popular news platforms Q. Which of the following is your most frequently used mechanism to get news?
  37. 37. Copyright © 2015 Deloitte Development LLC. All rights reserved. To learn more about Deloitte’s Digital Democracy Survey visit www.deloitte.com/us/tmttrends Follow us @Deloitte TMT Questions? Contact us at tmttrends@deloitte.com. Learn more
  38. 38. Copyright © 2015 Deloitte Development LLC. All rights reserved. This presentation contains general information only and Deloitte is not, by means of this presentation, rendering accounting, business, financial, investment, legal, tax, or other professional advice or services. This presentation is not a substitute for such professional advice or services, nor should it be used as a basis for any decision or action that may affect your business. Before making any decision or taking any action that may affect your business, you should consult a qualified professional advisor. Deloitte shall not be responsible for any loss sustained by any person who relies on this presentation.
  39. 39. About Deloitte Deloitte refers to one or more of Deloitte Touche Tohmatsu Limited, a UK private company limited by guarantee (“DTTL”), its network of member firms, and their related entities. DTTL and each of its member firms are legally separate and independent entities. DTTL (also referred to as “Deloitte Global”) does not provide services to clients. Please see www.deloitte.com/about for a detailed description of DTTL and its member firms. Please see www.deloitte.com/us/about for a detailed description of the legal structure of Deloitte LLP and its subsidiaries. Certain services may not be available to attest clients under the rules and regulations of public accounting. Copyright © 2015 Deloitte Development LLC. All rights reserved. 36 USC 220506 Member of Deloitte Touche Tohmatsu Limited

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