E63007164 /North East evidence profile
North East evidence profile
Longbenton digital planning profile
Longbenton is a medium, non-coastal built-up area in North East. ONS records show a 2021 population of 26,882; the population expanded quickly 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
- E63007164
- ITL1 region
- North East
- Coastal
- Non-coastal
- Income-deprivation flag
- Higher deprivation
02 / Context
Three comparisons, with the benchmark stated
10% above the 11.2% median across complete England records in this ONS file.
35.3% above the 0% dataset median.
46.8% below 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 92.6 of 100.
Lower quartile · percentile position 12.2 of 100.
Upper quartile · percentile position 79.4 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: sha256:709507aa838…56d278affd89
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 Longbenton minus the named peer; a plus sign means the value recorded for Longbenton is higher.
Regional peer
Spennymoor · E63007326
North East. Nearest complete record in North East. ONS classification: Nearer - Higher deprivation - Mixed.
- 2021 population
- +6,481 people
- Population change, 2001 to 2021
- +3.1 pp
- Economic inactivity
- -4.3 pp
- Employment change, 2015 to 2024
- +2 pp
- 2023 median house price
- +£64,000
- House-price growth, 2001 to 2023
- +29.7 pp
- Population aged under 25
- -1.1 pp
- Population aged 65 or over
- -1.8 pp
Classification peer
Newark-on-Trent · E63008931
East Midlands. Nearest complete record outside North East with the same ONS combined classification. ONS classification: Nearer - Higher deprivation - Working.
- 2021 population
- -2,873 people
- Population change, 2001 to 2021
- +3.9 pp
- Economic inactivity
- -1.4 pp
- Employment change, 2015 to 2024
- +24.2 pp
- 2023 median house price
- +£14,000
- House-price growth, 2001 to 2023
- -33 pp
- Population aged under 25
- -1.4 pp
- Population aged 65 or over
- +0.1 pp
National peer
Middlewich · E63008785
North West. Nearest remaining complete England record. ONS classification: Nearer - Lower deprivation - Working.
- 2021 population
- +12,454 people
- Population change, 2001 to 2021
- +11.1 pp
- Economic inactivity
- +0.9 pp
- Employment change, 2015 to 2024
- -4.7 pp
- 2023 median house price
- +£4,000
- House-price growth, 2001 to 2023
- +24 pp
- Population aged under 25
- +0.4 pp
- Population aged 65 or over
- -1.5 pp
05 / Evidence synthesis
Longbenton evidence synthesis: Employment change, 2015 to 2024, House-price growth, 2001 to 2023, Population change, 2001 to 2021
Longbenton 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 change, 2001 to 2021 → 2021 population → Population aged under 25 → Population aged 65 or over → Economic inactivity → 2023 median house price → House-price growth, 2001 to 2023.
Furthest-to-nearest distance from the middle percentile: Employment change, 2015 to 2024 → House-price growth, 2001 to 2023 → Population change, 2001 to 2021 → 2023 median house price → Economic inactivity → Population aged 65 or over → 2021 population → Population aged under 25.
Regional peer
Employment change, 2015 to 2024: 35.3% · Spennymoor delta +2 pp
Among the eight reviewed measures, employment change, 2015 to 2024 stands out for Longbenton at 35.3%; its percentile position is 92.6 and its band is highest decile. The constrained regional comparison is Spennymoor (E63007326). On this measure, Longbenton minus that record is +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. It must not be over-read, because employment change does not prove commercial search intent.
Classification peer
House-price growth, 2001 to 2023: 177.3% · Newark-on-Trent delta -33 pp
At 177.3%, house-price growth, 2001 to 2023 places Longbenton in the lower quartile and at percentile 12.2 of the reviewed distribution. The same-source classification check uses Newark-on-Trent, classified as Nearer - Higher deprivation - Working. The Longbenton-minus-Newark-on-Trent delta on this metric is -33 pp. A defensible brief can turn the pair into a verification task for how dated economic context is labelled and maintained, using source-date checks and user tests for interpretation before changing the information architecture. Keep the inference narrow: historic price growth cannot support a current revenue claim.
National peer
Population change, 2001 to 2021: 21.2% · Middlewich delta +11.1 pp
The reviewed record positions Longbenton at percentile 79.4 for population change, 2001 to 2021; its published value is 21.2% and its band is upper quartile. The same-source national check uses Middlewich, classified as Nearer - Lower deprivation - Working. The Longbenton-minus-Middlewich delta on this metric is +11.1 pp. Use the contrast to prioritise research into update cadence, ownership and change-ready content models. A decision should wait for dated user research and a documented content-review cycle. The responsible interpretation stops short of intent: historic population change is neither a forecast nor a lead estimate.
This synthesis gives Longbenton a bounded evidence trail: three furthest-from-middle measures, three named peers and the medium, non-coastal, working built-up area, nearer to a major town or city classification. The combination is useful for deciding what to investigate, not for predicting enquiries. A website brief should preserve the source dates, validation method and reasons for accepting or rejecting each hypothesis.
06 / Evidence interpretation
Planning signals before design decisions
Population context: 26,882 people in 2021
Longbenton's recorded population changed from 22,172 in 2001 to 26,882 in 2021 (+21.2%). 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: 18.3% aged 65 or over
The 2021 age-group series records 4,905 people aged 0 to 15, 2,204 aged 16 to 24, 14,872 aged 25 to 64 and 4,910 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: 37% economically inactive
ONS records economic inactivity at 37%. The published composition includes 22.4% retired, 4.7% long-term sick or disabled, 3.6% students and 3.9% looking after home or family. These categories support inclusive task design; they do not identify individual users or purchasing intent.
Economic context: £194,000 median house price in 2023
The median house-price series moved from £69,950 in 2001 to £177,000 in 2021 and £194,000 in 2023, a published change of +177.3%. 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
Before prioritising the separation of employer, worker and customer journeys, which part of journey interviews plus measured form and contact outcomes would verify whether this employment change, 2015 to 2024 observation matters to users in Longbenton?
Spennymoor is the constrained regional reference and is classified as Nearer - Higher deprivation - Mixed; the question keeps employment change does not prove commercial search intent as an explicit limit.
- 02
Before prioritising how dated economic context is labelled and maintained, which part of source-date checks and user tests for interpretation would verify whether this house-price growth, 2001 to 2023 observation matters to users in Longbenton?
The prompt combines one distinctive metric with the named classification comparator selected by the eight-metric method. It does not treat either record as search, lead or customer evidence.
- 03
What evidence would show that the population change, 2001 to 2021 contrast between Longbenton and Middlewich should alter update cadence, ownership and change-ready content models, rather than remain background context?
The prompt combines one distinctive metric with the named national comparator selected by the eight-metric method. It does not treat either record as search, lead or customer evidence.
- 04
For Longbenton's medium, non-coastal, working built-up area, nearer to a major town or city classification, how should employment change, 2015 to 2024, house-price growth, 2001 to 2023, population change, 2001 to 2021 be tested as separate website hypotheses without turning the combined pattern into a claim about local demand?
Cross-check all three named comparisons—Spennymoor, Newark-on-Trent, Middlewich—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
Longbenton 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
Longbenton 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
Build a broad, task-led accessibility baseline
55.3% of the recorded 2021 age-group total is aged 25 to 64, with meaningful younger and older groups also present. Organise content by task, test keyboard and mobile use, and avoid designing around one assumed demographic persona.
- 04
Prepare the content model for change
Longbenton recorded +21.2% population change from 2001 to 2021 and +35.3% 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 E63007164. 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 Longbenton.
Mosalio does not claim an office, staff member, customer, or physical-delivery presence in Longbenton.
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.