• by Gavin O'Malley , Staff Writer @mp_gavin, May 6, 2016

It should come as no surprise that LinkedIn is eying a service akin to Facebook’s Instant Articles, and Google’s AMP.

Across demographics, 63% of consumers value fast load times above all else, according to a nationally representative survey conducted earlier this year by the Media Insight Project, and funded by the American Press Institute.

Likewise, 60% of respondents said it was most important that their news viewing experience synced perfectly with their mobile devices.

In other words, consumers don’t have the patience for slow-to-load content, and -- with every publisher and platform competing for their attention -- they don’t have to be patient. 

LinkedIn has had a roller coaster of year as it struggles to reinvent itself as a mobile-first platform.

Following poor first-quarter guidance, in February, the company’s stock tanked nearly 40%. Last week, however, the company said its ad business hit $154.1 million in revenue for the first quarter -- an impressive 29% jump, year-over-year.

Not surprisingly, analysts have portrayed LinkedIn’s mobile shift as necessary to its long-term sustainability and success.

Critical to the company’s mobile future is Project Voyager -- a faster and more intuitive app that LinkedIn debuted last December -- according to RBC Capital analyst Mark Mahaney.

“We believe this app could lead to greater engagement on the service,” Mahaney wrote in a recent research note.

Since the launch of Voyager, LinkedIn says mobile engagement and sharing are up by nearly 40%, year-over-year. 

Potentially complicating matters, LinkedIn is a member of Google’s AMP service. It's not clear how a separate service from LinkedIn would affect its partnership with Google.