Google rolls out continuous scrolling for English-language mobile search results in the US — Google announced today it’s changing the way search works on mobile devices, initially in the U.S. Now, when you reach the bottom of a set of search results on your phone, you won’t have to tap to go to the next page.
Using continuous scrolling, Google modernizes the mobile search results for US users
In the U.S., Google is changing how search works on mobile devices. You won’t need to tap to go to the next page when you reach the bottom of a set of search results. You can scroll down to see more information as the next set of results loads automatically.
For now, most English-language searches will be supported through the Google mobile app for iOS and Android in the U.S. Results may not scroll at first due to the staggered release.
Google says most people find what they’re looking for within the first few results, but those looking for more information tend to browse four pages of results. We’re told that’s why the company is changing. Users can now seamlessly move between pages without clicking “see more” at the bottom.
Rather than just providing quick answers, Google notes this could be useful for searches where people want to find ideas or inspiration.
This design has other benefits, too, which Google didn’t mention.
Unlike the desktop era of web search, the continuous scroll doesn’t force you to stop at arbitrary points in your search and move forward. With in-app feeds – like Facebook’s News Feed, for example – presenting a never-ending stream of information and updates, the “click for more” model feels outdated. Users may spend more time in Google’s app if they scroll and see more ads by continuing to scroll.
Google could also place ads more efficiently with continuous scrolling. It might be better to insert ads amid search results instead of at the top – similar to how ads appear on social networking feeds.
Google didn’t publicly announce its plans for ads with this change, but we were told it will redistribute the number of text ads appearing between the top and bottom of pages for U.S.-English queries. On the second page and beyond, less text ads will appear at the bottom. We understand, however, that Shopping and Local ads won’t change at this time.
Further, it has become increasingly difficult to select the correct button to move forward in Google Search as information boxes, search suggestions, and products to buy have become cluttered. As a result, Google shades other buttons darker to catch your eye and encourage you to click.
It follows a modern redesign of the mobile results page announced earlier this year, in which whitespace was added in some areas and color was used in others to make search results easier to read. Other changes include larger, bolder fonts (Google’s own, in fact) and straighter boxes instead of rounded, shaded boxes.