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Real numbers · real sources

The numbers.

What it costs to be invisible — and what happens when you're not. Every number below is taken from its original source. Where a figure is a company's or an agency's own, we say so.

Norway todayWhat the customer does before choosing youSeconds and moneyThe call nobody answeredVideoBusinesses that did something about itSources

Norway today: the customers are online. The businesses are lagging behind.

Almost every Norwegian is online every day, and almost every search goes through Google. Yet one in seven small businesses has no website, and three in four don't take orders digitally.

96%of Norwegians used the internet on an average day in 2025Up from 94 % in 2024. Your customer base is online — every day.Statistics Norway (SSB), Norwegian Media Barometer 2025 primary
89.9%of searches in Norway go through GoogleJuly 2026. Bing has 4.9 %. “Visible on Google” means visible.Statcounter, Norway, July 2026 primary
1 in 7Norwegian small businesses have no website85.4 % of businesses with 10–49 employees have a website. Denmark: 94 %. Sweden: 90 %. Businesses with fewer than 10 employees aren't even counted.Eurostat, isoc_ciweb, 2025 primary
3 in 4Norwegian businesses don't take orders on their websiteOnly 24 % do. In the automotive trade (sales and repair): 32 %. Construction: 8 %. Accommodation and food service: 45 %.Statistics Norway (SSB), table 10974 “E-commerce”, 2024 primary
1 in 6Norwegian small businesses have “very low” digital intensity83.1 % reach the basic level — behind Denmark (90.5 %), Finland (92.5 %) and Sweden (86.6 %).Eurostat, isoc_e_dii, 2024 primary
86%of Norwegians shopped online in the last 30 daysSpring 2026, up from 82 % the year before. The customer is already used to buying digitally.PostNord, E-commerce in the Nordics, 2026 vendor
2×as fast growth online as in storeNorwegian online stores grew 13.9 % against 6.9 % for retail overall (as of October 2025). Virke: “players that invest both digitally and physically are seeing growth”.Virke, Norwegian retail statistics, 2025 primary

What the customer does before choosing you.

The choice is made before first contact. The customer has read your reviews, seen your photos and checked whether you reply — before you know they exist.

97%read reviews before choosing a local business71 % use Google to evaluate the business.BrightLocal, Local Consumer Review Survey 2026 (USA, n=1,002) primary
85%are more likely to choose you after good reviews77 % are less likely after bad ones. 31 % only use businesses rated 4.5 stars or higher — up from 17 % the year before.BrightLocal 2026 primary
89%expect the owner to reply to reviewsAn unanswered “bad experience” is read by everyone considering you.BrightLocal 2026 primary
76%who search “near me” on mobile visit a business within a day28 % of those searches end in a purchase. Local search is foot traffic.Google/Purchased, Mobile Search Trends, 2016 (n=1,000) primary
On the age of the Google figure: the study is from 2016. We use it because it's Google's own, and because no newer primary study replaces it. We always state the year.

Seconds and money.

A slow page loses customers before it has loaded. And tenths of a second are revenue.

53%of mobile visits are abandoned if the page takes over 3 secondsHalf the traffic can disappear before the first word is read.Google (DoubleClick), 2016, cited on support.google.com primary
+8,4%conversion per 0.1 second faster mobile page (retail)+9.2 % order value. Travel: +10.1 % conversion. Lead generation: −8.3 % bounce.Deloitte/Google, “Milliseconds Make Millions”, 2020 primary
2×as much in-store revenue as online revenue from search adsXXL: over 11 % of search clicks led to a store visit — over 20 % within 5 km. Online drives the store, not the other way round.Google case study, XXL, 2017 Google/client

The call nobody answered.

The customer who calls and gets no answer calls the next result on Google. The figures here are from vendors — we label them as such.

62%of calls to small businesses went unansweredSmall study: 85 businesses over 30 days, USA. The direction is clear, the figure is uncertain.411 Locals, 2016 vendor
1 in 7of calls to home services are lost14 % in home services, 28 % in legal, 32 % in healthcare — out of 1.1 million calls.CallRail, benchmark report, 2025 vendor

Video sells.

People would rather watch than read — and they buy afterwards.

85%have bought a product or service after watching a videoWyzowl, Video Marketing Statistics 2026 (n=266) primary
63%prefer to learn about a product through short video12 % prefer text.Wyzowl 2026 primary
89%say video quality affects their trust in the brandWyzowl 2026 primary

Businesses that did something about it.

Named businesses, stated results. The figures were published by the agencies that did the work, or by the software vendor — we haven't verified them independently, and we say so.

Mastervet Gården veterinary clinic · NorwayNOK 6,761 → 165 enquiries in one monthNew website, Google Ads and social media. Fully booked a month ahead.Horn Media, client case agency's figures
Drammen VVS · plumber, NorwayDoubled revenue in six monthsGoogle Ads and SEO — and cut everything that didn't produce enquiries. Lower budget than before.Horn Media, client case agency's figures
Nettbil · automotive, Norway+117 % conversions, −45 % cost per conversionGoogle Ads experiment over two months.Fullstakk, client story agency's figures
Top Gun Camp · activities, Norway+140 % revenue from Google, −6.6 % ad spendRestructured Google Ads, year on year.Brist, case agency's figures
Bull Ski & Kajakk · sports, Norway+70 % online sales in a year when the industry fellThree stores and an online store. Google Shopping, search and inventory management.Synlighet, case agency's figures
Positiv Trafikkskole driving school · Bergen+40 % students in one yearSocial media, TikTok first.Synlighet, case agency's figures
Schimpf's Garage · car workshop, USA+300 % new customers, 80 → 171 Google reviewsWebsite, Google Ads, online booking and automatic review requests.AutoLeap, case vendor
D&S Automotive · car workshop, USA+76 % sales in one monthDigital quotes and SMS review requests. +340 % five-star reviews.AutoLeap, case vendor
Mission Auto KC · car workshop, USAFrom 40–50,000 to 90,000 dollars a monthDigital inspection with photos, two-way SMS and digital approval. +20 % gross profit.Tekmetric, success story vendor

What would it mean for you?

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Sources — and what we chose not to use.

The labels mean: primary = the original study or the publisher's own data. vendor = figures published by a company that sells something related; the direction is often right, the size uncertain.

  1. Statistics Norway (SSB), Norwegian Media Barometer 2025 — ssb.no
  2. Statcounter, Search Engine Market Share Norway, July 2026 — gs.statcounter.com
  3. Eurostat, Enterprises with a website (isoc_ciweb), 2025 — ec.europa.eu
  4. Eurostat, Digital intensity index (isoc_e_dii), 2024 — ec.europa.eu
  5. Statistics Norway (SSB), table 10974 E-commerce, 2024 — ssb.no
  6. PostNord, E-commerce in the Nordics, Norway spring 2025 and spring 2026 — postnord.com
  7. Virke, Norwegian retail statistics, October 2025 — virke.no
  8. BrightLocal, Local Consumer Review Survey 2026 — brightlocal.com
  9. Google/Purchased, Mobile Search Trends: Consumers to Stores, 2016 — thinkwithgoogle.com (PDF)
  10. Google, mobile page speed (DoubleClick 2016) — support.google.com
  11. Deloitte/Google, Milliseconds Make Millions, 2020 — deloitte.com
  12. Google, XXL case study, 2017 — thinkwithgoogle.com (PDF)
  13. 411 Locals, Small business owners don't answer 62 % of phone calls, 2016 — 411locals.us
  14. CallRail, Benchmark report, January 2025 — callrail.com
  15. Wyzowl, Video Marketing Statistics 2026 — wyzowl.com
  16. Business cases: Horn Media, Fullstakk, Brist, Synlighet, AutoLeap, Tekmetric — linked at each case.

Figures we found in circulation — and don't use

Last updated 28 August 2026. Found a figure here that's wrong or out of date? Write to nikolas@siavisjon.no — we'll correct it.