NEW DELHI: With an aim to improve mobile web search, Google on Thursday rolled out its new open source initiative "Accelerated Mobile Pages" (AMP) for better and faster search experience on your smartphone.

The feature is great for browsing the internet on mobile devices because web-pages built with AMP load an average of four times faster and use 10 times less data than equivalent non-AMP pages, the search engine giant said in a statement.

AMP will allow publishers to deliver content to readers when they are on the move -- faster, consistently and along with a uniform experience.

"Starting today, Google will make it easy to find AMP webpages in relevant mobile search results, giving users a lightning-fast reading experience for top stories," said David Besbris, vice president (engineering), Search.

AMP is a collaborative effort with publishers and key technology companies who believed that poor mobile internet speed is one of the biggest problems of the web.

Since AMP works across devices, platforms and browsers, publishers can publish instantaneously and monetise everywhere.

Additionally, users will also have control over the look and feel of their content just as they do on their desktop and mobile sites today.

Basis research data has shown that people abandon websites after just three seconds if the content doesn't load quickly.

The new feature does away with such problems as it helps improve the mobile ecosystem for users, content providers, creators, advertisers and platforms by solving speed and performance problems.

AMP enabled webpages are easy to scroll through and do not take much time to load, Google said.

Big Indian publishing houses such as Network18, NDTV, India Today, The Hindustan Times and DNA, among others, have already come on board to support the initiative.

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