I still don’t like AMP, but I do like the approach of showing the user that something is happening rather than just showing them a blank page while things are still loading.
(I have nothing against the people working on AMP and their goal of making a faster web, I’m just against the use of AMP from Google to strengthen their grip on the web)
Let’s look at how we got here. We started with three goals:
An excerpt from Making Your Wait a Little More Great: New Loading Indicators in AMP
- Make loading feel faster.
- Let readers know what’s coming. Since 2016, we’ve used a different loading indicator for ads on AMP pages so people could immediately tell them apart from the main content. We wanted to extend that to more types of content – videos, tweets, Facebook posts, and more – so you don’t have to wait for a video to load only to realize you’re not in a situation where you can watch one, for example.
- Modernize the design. We can’t put numbers on this, but many folks on the AMP team felt our loaders could be more visually elegant.