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For many, reading on the mobile web is a slow, clunky and frustrating experience - but it doesn’t have to be that way. The Accelerated Mobile Pages (AMP) Project is an open source initiative that embodies the vision that publishers can create mobile optimized content once and have it load instantly everywhere.
From day one, a key focus for the AMP project has been speed. It is arguably one of the most frustrating things about the mobile web — borne out by recent Google research that shows that 53% of people will leave a site that fails to load in three seconds or less. That’s the worst of all worlds for users, businesses, publishers, websites and the mobile web as a whole.
AMP is out there, and it's being embraced by the biggest platforms:
What are the results?
There are a number of case studies that highlight some real benefits when content loads fast:
There is little doubt that faster is better when it comes to content. Not surprisingly, the same is true for ads. A DoubleClick study earlier this year comparing ad performance on AMP and non-AMP mobile pages across 150 publishers found that:
And in this case study, one of Europe’s biggest native advertising platforms, plista, conducted its own experiment among premium publishers like n-tv.de , faz.net, abendzeitung.de , and golem.de to measure AMP’s impact on web app widget speed and profitability.
This open source initiative is thriving because there is a strong community behind it getting involved in everything from working groups to contributing to the Github page with suggestions, feedback and code spec.
While the first year of the AMP Project has gotten off to a good start, there still remains a lot of work ahead. The AMP roadmap is a good way to stay up to date on what is happening next. We look forward to returning in a year’s time with even more awesome progress as we work together to make the mobile web great for everyone.
(Much of this information was from a post by David Besbris, VP Google Search, AMP Project Lead at Google)