[1] "The Rise of Generation C: Implications for the world of 2020", Booz ALLEN AND CO., 2010; and "Introducing Generation C: The Connected Collective Consumer", Nielsen, October 2010.

[2] Google undertook several qualitative research initiatives, including findings based on diary, mobile and digital-based methods, as well as in-home ethnographies conducted in 2011 and 2013.

[3] Global YouTube Audience Study conducted across 29 markets in North and South America, Europe, Middle East, and Africa.

[4] Global YouTube Audience Study conducted across 29 markets in North and South America, Europe, Middle East, and Africa.

[5] "YouTube Ads Leaderboard March 2013." Google Think Insights, Google, March 2013.

[6] "Real Beauty Shines Through: Dove Wins Titanium Grand Prix, 163 Million Views on YouTube." Google Think Insights, Google, June 2013.

ADDITIONAL SOURCES

Ipsos MediaCT, YouTube Audience Study, summer 2013. Conducted in 29 select markets in North America, Latin America, Europe, and Africa, through a 20-minute online survey with general online population sample for ages 13 to 64.

TNS Australia Pty Ltd, YouTube Audience Study, Q4 2012 and first half 2013. Conducted in six APAC markets through a 25-minute online survey with general online population sample for ages 16 to 64.

Ipsos MediaCT, Generation C Study, first half 2013. Conducted in six countries (Brazil, India, Japan, Russia, U.S., U.K.) as a combination of mobile and digital qualitative exercises, quantitative surveys and in-home ethnographies (50+).

YouTube Project 40+ Study, Q4 2011. Conducted in five countries (France, Germany, Japan, U.S., U.K.) with 140 YouTube users as a diary study with in-home ethnographies.

YouTube Super Fan Study, November 2013. Conducted in the U.S. with super users of YouTube (a.k.a. SuperFans based on their social and YouTube activity) in the form of an in-depth email survey.