Seconds Matter in the Battle for Digital Content Customers

Google and Twitter joining together to compete with Facebook's Instant Articles. They hope to allow publishers to promote “instant articles” to consumers that use their services on smartphones.

Google and Twitter will launch initially with a small group of publishers this year. This is a plan to reduce time consumers spend downloading articles in order to make it easier for publishers to distribute their digital content on mobile devices. 

It recognises that in this digital age, seconds matter when downloading content and consumers can be easily distracted if downloading takes too long. The idea being that when Twitter or Google search users click on a link while using their smartphones, they will see the full articles appear on their screens almost instantaneously, instead of waiting many seconds.

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