Industry experts have noticed that Google is experimenting with endless scrolling search results. The test version of the interface instead of displaying 10 results per page loads the new search engine results as you scroll down the page:
The first test of said Kevin Gibbons (Kevin Gibbons) in Twitter. Similar experiments have been conducted in the Google web search version in 2011 year and Image Search in 2010 year.
The only problem with the test version of the interface is that its implementation will lead to a reduction in the amount of advertising, because there is no pagination.
In addition to Gibbons, a new experiment Google watched another user: