E63007143 /North East evidence profile
North East evidence profile
Cramlington digital planning profile
Cramlington is a medium, non-coastal built-up area in North East. ONS records show a 2021 population of 28,533; the population remained comparatively stable between 2001 and 2021, while the 2015 to 2024 employment series shows strong employment expansion. This profile turns those public observations into a reviewable website-planning brief without claiming that the figures measure searches, leads or Mosalio's physical presence.
01 / Data snapshot
What the reviewed source records
- BUA24 code
- E63007143
- ITL1 region
- North East
- Coastal
- Non-coastal
- Income-deprivation flag
- Medium deprivation
02 / Context
Three comparisons, with the benchmark stated
12.6% below the 11.2% median across complete England records in this ONS file.
30.8% above the 0% dataset median.
21.7% above the 224.1% dataset median.
These medians use every complete England record accepted from the same ONS file. They are descriptive context, not targets, forecasts or a national demand model.
03 / Distinctive pattern
Where this record sits within 936 complete England profiles
Highest decile · percentile position 90.6 of 100.
Lowest decile · percentile position 10 of 100.
Lower quartile · percentile position 23.6 of 100.
These are the three values furthest from the middle percentile position for this record. A higher position means a higher published value, not a better outcome or evidence of search demand.
Evidence fingerprint: sha256:36cdbb83894…c1eafede1f77
04 / Constrained peers
Three named comparisons from the same reviewed source
Each peer is selected from all 936complete England records using the documented eight-metric distance. Deltas are Cramlington minus the named peer; a plus sign means the value recorded for Cramlington is higher.
Regional peer
Tynemouth · E63007165
North East. Nearest complete record in North East. ONS classification: Nearer - Higher deprivation - Working.
- 2021 population
- -31,738 people
- Population change, 2001 to 2021
- -6.5 pp
- Economic inactivity
- -0.2 pp
- Employment change, 2015 to 2024
- +25.2 pp
- 2023 median house price
- -£17,450
- House-price growth, 2001 to 2023
- -39.9 pp
- Population aged under 25
- +0.2 pp
- Population aged 65 or over
- +1.9 pp
Classification peer
Killamarsh · E63008597
East Midlands. Nearest complete record outside North East with the same ONS combined classification. ONS classification: Nearer - Medium deprivation - Working.
- 2021 population
- +19,451 people
- Population change, 2001 to 2021
- +2.1 pp
- Economic inactivity
- +2 pp
- Employment change, 2015 to 2024
- -9.2 pp
- 2023 median house price
- -£8,500
- House-price growth, 2001 to 2023
- -10.3 pp
- Population aged under 25
- 0 pp
- Population aged 65 or over
- +1.3 pp
National peer
Rothwell (Leeds) · E63007956
Yorkshire and The Humber. Nearest remaining complete England record. ONS classification: Nearer - Medium deprivation - Residential.
- 2021 population
- +7,569 people
- Population change, 2001 to 2021
- -3.1 pp
- Economic inactivity
- +3.1 pp
- Employment change, 2015 to 2024
- +2.2 pp
- 2023 median house price
- -£42,500
- House-price growth, 2001 to 2023
- +24.3 pp
- Population aged under 25
- -0.9 pp
- Population aged 65 or over
- +2.6 pp
05 / Evidence synthesis
Cramlington evidence synthesis: Employment change, 2015 to 2024, Population change, 2001 to 2021, 2023 median house price
Cramlington is recorded as a medium, non-coastal, working built-up area, nearer to a major town or city. This classification sets a transparent frame for the three observations below; it is not a persona, a service-area promise or proof of local search demand. Each finding pairs one distinctive percentile measure with one independently selected peer and one explicit validation route.
Eight-metric evidence matrix
The matrix shows every measure used by the peer-distance method, not only the three most distinctive values. Direction describes the published value relative to the middle percentile position; it is not a positive or negative judgement.
Highest-to-lowest percentile order: Employment change, 2015 to 2024 → Population aged 65 or over → House-price growth, 2001 to 2023 → 2021 population → Economic inactivity → Population aged under 25 → 2023 median house price → Population change, 2001 to 2021.
Furthest-to-nearest distance from the middle percentile: Employment change, 2015 to 2024 → Population change, 2001 to 2021 → 2023 median house price → Population aged under 25 → Population aged 65 or over → House-price growth, 2001 to 2023 → 2021 population → Economic inactivity.
Regional peer
Employment change, 2015 to 2024: 30.8% · Tynemouth delta +25.2 pp
At 30.8%, employment change, 2015 to 2024 places Cramlington in the highest decile and at percentile 90.6 of the reviewed distribution. The constrained regional comparison is Tynemouth (E63007165). On this measure, Cramlington minus that record is +25.2 pp; the selection basis is nearest complete record in north east. A defensible brief can turn the pair into a verification task for the separation of employer, worker and customer journeys, using journey interviews plus measured form and contact outcomes before changing the information architecture. The responsible interpretation stops short of intent: employment change does not prove commercial search intent.
Classification peer
Population change, 2001 to 2021: -1.4% · Killamarsh delta +2.1 pp
At -1.4%, population change, 2001 to 2021 places Cramlington in the lowest decile and at percentile 10 of the reviewed distribution. Killamarsh, the named classification peer from East Midlands, differs by +2.1 pp when the calculation is Cramlington minus peer. Nearest complete record outside North East with the same ONS combined classification. This evidence can narrow a discovery question around update cadence, ownership and change-ready content models, while dated user research and a documented content-review cycle supplies the user-level check the aggregate data cannot provide. This remains contextual evidence—historic population change is neither a forecast nor a lead estimate.
National peer
2023 median house price: £194,500 · Rothwell (Leeds) delta -£42,500
Among the eight reviewed measures, 2023 median house price stands out for Cramlington at £194,500; its percentile position is 23.6 and its band is lower quartile. For a bounded comparison rather than a national average, Rothwell (Leeds) supplies the national reference; Cramlington is -£42,500 from it on the displayed scale. This evidence can narrow a discovery question around pricing clarity, qualification steps and expectation setting, while comprehension tests using the organisation's real offer and fees supplies the user-level check the aggregate data cannot provide. This remains contextual evidence—a median house price is not a household affordability measure.
Together, employment change, 2015 to 2024, population change, 2001 to 2021, 2023 median house price and the constrained comparisons with Tynemouth, Killamarsh, Rothwell (Leeds) create three separate research tracks for Cramlington. They do not form a demand score. Keep each hypothesis independently testable, record contradictory findings and remove a planning assumption when user evidence does not support it.
06 / Evidence interpretation
Planning signals before design decisions
Population context: 28,533 people in 2021
Cramlington's recorded population changed from 28,926 in 2001 to 28,533 in 2021 (-1.4%). This historical direction can inform content governance and capacity planning, but it is not a forecast and does not establish demand for a particular service.
Audience context: 23.1% aged 65 or over
The 2021 age-group series records 4,827 people aged 0 to 15, 2,552 aged 16 to 24, 14,557 aged 25 to 64 and 6,596 aged 65 or over. Small differences from the headline population reflect the published source series; percentages here use the age-group total and should guide testing questions, not stereotypes.
Activity context: 41.4% economically inactive
ONS records economic inactivity at 41.4%. The published composition includes 28.4% retired, 4.1% long-term sick or disabled, 3.5% students and 3.4% looking after home or family. These categories support inclusive task design; they do not identify individual users or purchasing intent.
Economic context: £194,500 median house price in 2023
The median house-price series moved from £56,250 in 2001 to £175,475 in 2021 and £194,500 in 2023, a published change of +245.8%. It is contextual evidence only—not a current affordability, revenue or customer-value estimate.
07 / Independent question set
Questions this evidence cannot answer on its own
These questions convert the profile-specific observations into falsifiable discovery work. They are not recommendations to create a service, location or page, and each needs direct user or behavioural evidence before it changes a website brief.
- 01
How should a prototype test the separation of employer, worker and customer journeys without assuming that Cramlington's percentile 90.6 position predicts an individual user's needs?
Tynemouth is the constrained regional reference and is classified as Nearer - Higher deprivation - Working; the question keeps employment change does not prove commercial search intent as an explicit limit.
- 02
Which real user task would justify changing update cadence, ownership and change-ready content models after seeing Cramlington's population change, 2001 to 2021 position and its +2.1 pp difference from Killamarsh?
Killamarsh is the constrained classification reference and is classified as Nearer - Medium deprivation - Working; the question keeps historic population change is neither a forecast nor a lead estimate as an explicit limit.
- 03
Where should the team record uncertainty when using Cramlington's 2023 median house price value and the Rothwell (Leeds) comparison to discuss pricing clarity, qualification steps and expectation setting?
Rothwell (Leeds) is the constrained national reference and is classified as Nearer - Medium deprivation - Residential; the question keeps a median house price is not a household affordability measure as an explicit limit.
- 04
For Cramlington's medium, non-coastal, working built-up area, nearer to a major town or city classification, how should employment change, 2015 to 2024, population change, 2001 to 2021, 2023 median house price be tested as separate website hypotheses without turning the combined pattern into a claim about local demand?
Cross-check all three named comparisons—Tynemouth, Killamarsh, Rothwell (Leeds)—and define a user-research or behavioural measure for each question before changing navigation, page scope or conversion paths. The observations share one source but do not demonstrate causation.
08 / Practical brief
Website-planning recommendations for this evidence pattern
- 01
Separate employer and customer journeys
Cramlington is classified as a working town. A useful website brief should separate recruitment, procurement and customer tasks, then give each journey its own proof, contact route and success measure instead of forcing every visitor through one generic enquiry page.
- 02
Differentiate from the nearby major centre
Cramlington is nearer to a major town or city. Use specific offer boundaries, proof and response expectations to explain why the organisation is relevant; do not rely on a place-name heading or create a doorway that simply redirects users to a national service page.
- 03
Treat readability as a conversion requirement
23.1% of the recorded 2021 age-group total is aged 65 or over. Use plain language, strong focus states, generous type, keyboard-operable controls and a non-digital contact alternative; validate these choices with real users rather than assuming age determines ability.
- 04
Prepare the content model for change
Cramlington recorded -1.4% population change from 2001 to 2021 and +30.8% employment change from 2015 to 2024. Use owned templates, update dates, accountable content roles and measurable conversion events so the site can evolve without publishing unreviewed route permutations.
09 / Method and limits
What this profile can—and cannot—support
This is a Mosalio editorial interpretation of the ONS May 2026 dataset for BUA24 code E63007143. The source periods differ by metric; values are historical, not live. The profile deliberately excludes ONS experimental visitor-to-resident fields and makes no claim about search volume, rankings, customers, a Mosalio office or physical delivery in Cramlington.
Mosalio does not claim an office, staff member, customer, or physical-delivery presence in Cramlington.
Source: Office for National Statistics, Understanding towns in England and Wales, investigating socioeconomic trends, released . This Mosalio interpretation was first published on and last reviewed on .
Contains public sector information licensed under the Open Government Licence v3.0.
How this page was made: Mosalio applies one documented, deterministic transform to the validated ONS record, calculates the displayed comparisons, and renders the result from source-controlled data. It is an automated public-data resource, not individually commissioned local market research. A portfolio-level editorial-value review checks every profile's source identity, distinctive metrics, peer evidence, synthesis and planning questions before index eligibility can be enabled.
Analysis basis: Midrank percentile across all accepted England records; a higher percentile means a higher published value, not a better outcome. Root-mean-square Euclidean distance across eight clipped robust z-scores; population and 2023 house price are log-transformed before median/MAD scaling.