Google Updates Mobile Search: Continuous Scrolling Now Live

Google Updates Mobile Search with Continuous Scrolling

A significant alteration to the mobile search experience is being implemented by Google, initially within the United States. Previously, users needed to tap to access subsequent pages of search results on their phones. Now, the next set of results will load automatically as you reach the bottom of the current page, enabling uninterrupted scrolling.

Rollout and Availability

This update will be deployed across both the mobile web and the Google app, supporting both iOS and Android devices. For the initial phase, the change will primarily affect English-language searches within the U.S. Due to a phased rollout, users may observe a mix of scrolling and traditional paginated results during the transition.

User Behavior and Motivation

Google reports that while many users locate the information they need within the first few results, a substantial portion – those seeking more comprehensive information – typically navigate through approximately four pages of search results. This observation is the driving force behind this change, aiming to provide a more fluid and seamless browsing experience.

Benefits for Exploratory Searches

The continuous scroll feature is particularly advantageous for searches where users are exploring a range of ideas or seeking inspiration on a specific topic, rather than simply looking for direct answers. It facilitates a more natural and intuitive discovery process.

Unstated Advantages of the New Design

Beyond the stated benefits, this design offers additional advantages that Google has not explicitly highlighted.

A Shift from Desktop Conventions

The continuous scroll eliminates the need to pause and tap a link to advance, a practice inherited from the desktop web search era. The traditional “click for more” design now appears dated, especially when compared to the endless feeds found in applications like Facebook’s News Feed.

Potential for Increased User Engagement

By enabling continuous scrolling, Google may encourage users to spend more time within the app, leading to increased exposure to advertisements. This could potentially boost ad revenue for the company.

Flexibility in Ad Placement

The new design also provides Google with greater flexibility in ad placement. Advertisements can now be integrated directly within the search results as users scroll, mirroring the ad presentation style commonly seen on social media platforms.

Changes to Ad Distribution

Google has confirmed that the number of text ads displayed will be redistributed. Text ads will now appear at the top of the second page and beyond, with a reduction in the number of text ads shown at the bottom of each page. Currently, there are no planned changes to the presentation of Shopping and Local ads.

Addressing Search Result Clutter

Google Search has become increasingly crowded with information boxes, suggestions, product listings, and buttons leading to other search sections, such as Videos. This has made it more challenging for users to accurately tap the correct button to proceed through the search results. Google often uses shading to draw attention to these alternative options.

Part of a Broader Redesign

This change follows a mobile search results page redesign announced earlier this year. That redesign focused on improving readability through increased whitespace, the use of color, a larger and bolder font, and a shift away from rounded boxes in favor of cleaner lines.

Functionality vs. Aesthetics

The previous redesign primarily addressed the visual appearance of search results, whereas this update focuses on enhancing the functionality and user experience.

Implementation Timeline

Google has announced that the rollout of the continuous scroll feature will commence today in the U.S.