Everyone measures digital maturity by survey. We measured it by traffic: yearly website visits across the mid-market, sector by sector. First, the honest caveat: traffic data exists for 38.3% of companies in our dataset (small-site traffic is hard to estimate), so treat these as medians of the measurable web, not gospel.
“Every business is a digital business now.”
Source: ubiquitous keynote line since roughly 2015
The medians say otherwise. The median hospitality & travel company gets 177,912 visits a year; the median construction & real estate company gets 18,290, a 10x gap. Construction, logistics and agriculture mid-market firms operate near-invisible web presences even at $50M+ revenue. Digital is a sector property, not an era property.
Source: Veltria dataset, 756,757 companies, computed 2026-07-02.
Why low-traffic sectors are the interesting ones
- For digital agencies & SaaS: a $30M construction firm with 15k yearly visits is not a bad lead, it is a greenfield one. The low-footprint sectors are where digitisation budgets go next.
- For investors: weak web presence correlates with founder-owned, under-marketed businesses, the classic "great company, terrible website" value signal.
- For analysts: traffic is a usable proxy for B2C exposure. Retail, hospitality and media dominate the top; pure B2B sectors cluster at the bottom.
Traffic estimates ship with every record that has them, filter the low-footprint sectors and go find the greenfield.
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