Why it matters: Google recently introduced continuous scrolling, providing mobile users with enhanced access to information and search results. The new feature will let mobile users scroll through results rather than having to tap for the next set. The addition follows Google's mobile search redesign, which rolled out earlier this year, to provide users with a cleaner, more focused search experience.
On Thursday, Google Search Product Manager Niru Anand
announced the company's rollout of continuous scrolling functionality for U.S. mobile users. Search engines have historically relied on
pagination to deliver search results. Instead of actively advancing to another page, continuous scrolling allows mobile users to view up to four pages of search results. This feature enhances engagement while supplying a more intuitive experience for mobile users accustomed to scrolling and swiping across displays.
The new feature rolled out on iOS and Android in the U.S. for English-based searches last week. Continuous scrolling benefits users who no longer have to break from results to click and load additional results manually. It will also help Google and their search-based advertising partners by ensuring mobile users spend more time on the platform, increasing advertising visibility.
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