According to a survey conducted by Kissmetrics, 47 percent of mobile users expect a website to load in less than 2 seconds, and 40 percent of them leave the website if the loading process takes more than 3 seconds. As a result, users tend to rely more on the Facebook news feed to get the information they need rather than continuously tapping away those sites that take too long to load.
To counter this, Google took an initiative and, on October 7, 2015, announced Accelerated Mobile Pages (AMP), an architectural framework that allows publishers to deliver content at lightning speed through the mobile web. Four months later, on February 24, 2016, the AMP Project was officially launched, taking a big leap towards Google’s stated goal, i.e. to improve the performance of the mobile web while embracing a user-centric approach.
What Is Accelerated Mobile Pages Project?
- Accelerated Mobile Pages (AMP) is basically an open source project developed & sponsored by Google with the aim to improve the mobile web and enhance the distribution system.
- It consists of three basic parts – AMP HTML, AMP JS, and AMP Cache.
- Built on existing web technologies, AMP HTML allows publishers to host their content, integrate their business models, and innovate on their user experiences.
- The loading time of these pages is around four times faster compared to regular pages. This is the reason the majority of advertisers and marketers these days are depending on AMP to deliver impactful brand messages to their users.