Ten times faster loading speeds: Facebook rolls out Instant Articles in Hong Kong to keep readers glued to its mobile app

Facebook users in Hong Kong can now read news articles that are directly hosted by the social media site’s mobile app for iPhones after the company rolled out its Instant Articles feature across Asia last week.
This means articles issued by Facebook’s media partners will now launch 10 times faster on the app, which should appeal to users frustrated by the average loading time of eight seconds when using a mobile browser.
Users can also zoom in on photos, while publishers can include features such as interactive maps and audio captions.
In Hong Kong, content from the Chinese-language Ming Pao Daily News is currently available in the new format.
Content from other publishers such as the South China Morning Post, Apple Daily and Oriental Daily News will begin publishing soon, Facebook said.
The move on Thursday comes as Facebook hopes to entice users to spend more time on its app and, hopefully, click on more of its mobile ads. By reducing the loading time of stories, it is betting that fewer users will get bored and head elsewhere.