YouTube has more than 1bn unique users every month – thats nearly one in every two internet users or one in every six people on earth.
Among its most prolific users are Gen C – young adults not defined solely by their age but also by their connected behaviour and resulting influential status – who are consuming content wherever and whenever they want. To mark this milestone, Youtube worked with Nielsen on a study into Gen C.
In 2012, the number of Gen Cers who regularly watched YouTube on smartphones caught up wth the number of viewers tuning in on their PCs. They spend 74 per cent more time using Youtube on smartphones than they did last year, with 67 per cent watching YouTube on two or more devices, compared to 53 per cent of the general population.
When and why? 
41 per cent tune in to YouTube on their smartphone while waiting for something or someone, 18 per cent while commuting from work or school and 15 per cent while the adverts are running on TV. Gen C use YouTube throughout the day, peaking during prime time TV hours.
47 per cent actively search for videos on YouTube, 18 per cent watch a video because it was shared on a social network, while 9 per cent of respondents watch a video because it was shared by friends in an email.
