Editor's note: This column has been updated to provide attribution to original sources.

Google just published "It's Lit: A guide to what teens think is cool", a report commissioned by Google, which ranks Google as cooler than Apple or Facebook. The study asked 1,100 teens aged 13-17 (Generation Z), their opinions on 122 companies from various industries. Researchers defined cool as "unique, impressive, interesting, amazing, or awesome...cool is an indication of what people pay attention to, what gets them excited, and can often act as a manifestation of their hope and dreams."

According to the study, the top 10 coolest brands are:










The findings offer a "glimpse into the minds of the most informed and connected generation yet--Gen Z", who apparently are enthusiastic users of Google's social network Google Plus. The study stated that 42.2% of Generation Z respondents used Google Plus, which is more than Twitter (35.4%) or Pinterest (26.6%). However, an independent study in 2015 suggested fewer than 1% of Google's 2.2 billion users were active on Google Plus, which means the high percentage of Google Plus users in this study may reflect users of other Google services, such as Gmail.

Unlike Generation X and Millennials, younger teens use social media to consume information, rather than share it, with Instagram, Twitter and Snapchat as the preferred platforms. Facebook is not cool, but good for stalking.

Even though the report made the claim that "reading is right up there with video games as the coolest activities" and that Generation Z "loves learning", this does not seem supported by the data. Bookstores, magazines, online publications, instructional websites and MOOCs (massive open online courses) are conspicuously absent from Google's coolness and awareness chart of 122 brands.

Also, the report makes the claim that Generation Z really loves to read but The Wall Street Journal and Vice were voted two of the least cool companies, even lower than JC Penney and Costco. It seems that bankrupt strip mall department stores are cooler than newspapers! Buzzfeed is one of the few online publications on the chart but it's only moderately cool, beating out trendy brands like Old Spice and Honda.

The study also claims that Generation Z thinks philanthropy is cool--but there's no mention of Bill Gates or Warren Buffet. Generous celebrities such as J.K. Rowling and Ellen DeGeneres are also not on their cool celebrity list. (But Chance the Rapper is cool for his philanthropy.) Other skeptical results include ranking Facebook as less cool than Walmart and putting Apple behind Chrome. Snapchat is supposedly less cool than Gatorade and WhatsApp is almost dead last - right next to The Wall Street Journal.

Technology giants like GoPro and Tesla top the list, but they don't rank nearly as high as Google, according to the survey, because "Google means having all the information you could ever need at your fingertips, which is remarkable." Says an anonymous teen, who sounds suspiciously like an ad writer, "Google is really cool because it is an innovator. Google is not only a powerful search engine, but great at everything it does, from email to documents. Google products are easy to use and work well."

Google is also very good at putting out self-promotional reports.