E63007182 /North East evidence profile
North East evidence profile
Jarrow digital planning profile
Jarrow is a medium, non-coastal built-up area in North East. ONS records show a 2021 population of 29,259; the population contracted between 2001 and 2021, while the 2015 to 2024 employment series shows a flat employment count. 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
- E63007182
- ITL1 region
- North East
- Coastal
- Non-coastal
- Income-deprivation flag
- Higher deprivation
02 / Context
Three comparisons, with the benchmark stated
17.3% below the 11.2% median across complete England records in this ONS file.
in line with the 0% dataset median.
24.1% 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
Lowest decile · percentile position 2.2 of 100.
Lowest decile · percentile position 5.3 of 100.
Upper quartile · percentile position 86.9 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:e22f2772d0e…99078af90976
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 Jarrow minus the named peer; a plus sign means the value recorded for Jarrow is higher.
Regional peer
Billingham · E63007381
North East. Nearest complete record in North East. ONS classification: Nearer - Higher deprivation - Working.
- 2021 population
- -4,344 people
- Population change, 2001 to 2021
- -0.5 pp
- Economic inactivity
- +2.3 pp
- Employment change, 2015 to 2024
- 0 pp
- 2023 median house price
- +£5,000
- House-price growth, 2001 to 2023
- +13.5 pp
- Population aged under 25
- +0.5 pp
- Population aged 65 or over
- -0.5 pp
Classification peer
Fleetwood · E63007749
North West. Nearest complete record outside North East with the same ONS combined classification. ONS classification: Nearer - Higher deprivation - Mixed.
- 2021 population
- +3,035 people
- Population change, 2001 to 2021
- -3.8 pp
- Economic inactivity
- -3.4 pp
- Employment change, 2015 to 2024
- -11.1 pp
- 2023 median house price
- +£3,500
- House-price growth, 2001 to 2023
- +7.5 pp
- Population aged under 25
- -0.5 pp
- Population aged 65 or over
- -2 pp
National peer
Colne · E63007813
North West. Nearest remaining complete England record. ONS classification: Nearer - Higher deprivation - Mixed.
- 2021 population
- +10,345 people
- Population change, 2001 to 2021
- -5.9 pp
- Economic inactivity
- +3.9 pp
- Employment change, 2015 to 2024
- 0 pp
- 2023 median house price
- +£10,000
- House-price growth, 2001 to 2023
- -18.5 pp
- Population aged under 25
- -0.6 pp
- Population aged 65 or over
- +1.3 pp
05 / Evidence synthesis
Jarrow evidence synthesis: Population change, 2001 to 2021, 2023 median house price, Economic inactivity
Jarrow is recorded as a medium, non-coastal, mixed 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: Economic inactivity → 2021 population → Population aged under 25 → Population aged 65 or over → Employment change, 2015 to 2024 → House-price growth, 2001 to 2023 → 2023 median house price → Population change, 2001 to 2021.
Furthest-to-nearest distance from the middle percentile: Population change, 2001 to 2021 → 2023 median house price → Economic inactivity → House-price growth, 2001 to 2023 → 2021 population → Employment change, 2015 to 2024 → Population aged under 25 → Population aged 65 or over.
Regional peer
Population change, 2001 to 2021: -6.1% · Billingham delta -0.5 pp
Among the eight reviewed measures, population change, 2001 to 2021 stands out for Jarrow at -6.1%; its percentile position is 2.2 and its band is lowest decile. Billingham, the named regional peer from North East, differs by -0.5 pp when the calculation is Jarrow minus peer. Nearest complete record in North East. Its practical use is to frame—not answer—a question about update cadence, ownership and change-ready content models; the next evidence should come from dated user research and a documented content-review cycle. The boundary is important: historic population change is neither a forecast nor a lead estimate.
Classification peer
2023 median house price: £135,000 · Fleetwood delta +£3,500
For 2023 median house price, the source reports £135,000 for Jarrow. That sits in the lowest decile, 44.7 percentile points from the middle position. Using Fleetwood as the classification peer, the profile-minus-peer delta is +£3,500; the peer was selected because nearest complete record outside north east with the same ons combined classification. A defensible brief can turn the pair into a verification task for pricing clarity, qualification steps and expectation setting, using comprehension tests using the organisation's real offer and fees before changing the information architecture. The boundary is important: a median house price is not a household affordability measure.
National peer
Economic inactivity: 45.4% · Colne delta +3.9 pp
Jarrow's economic inactivity is 45.4%, a upper quartile result at percentile 86.9 among 936 complete England records. Against Colne's reviewed national record, the displayed delta is +3.9 pp. That comparator comes from the documented rule: nearest remaining complete england record. This evidence can narrow a discovery question around assisted, accessible and non-digital completion routes, while accessibility testing across real tasks and support-channel evidence supplies the user-level check the aggregate data cannot provide. Keep the inference narrow: an aggregate inactivity rate cannot describe an individual visitor.
This synthesis gives Jarrow a bounded evidence trail: three furthest-from-middle measures, three named peers and the medium, non-coastal, mixed 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: 29,259 people in 2021
Jarrow's recorded population changed from 31,160 in 2001 to 29,259 in 2021 (-6.1%). 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: 20.8% aged 65 or over
The 2021 age-group series records 5,432 people aged 0 to 15, 2,695 aged 16 to 24, 15,035 aged 25 to 64 and 6,092 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: 45.4% economically inactive
ONS records economic inactivity at 45.4%. The published composition includes 24.4% retired, 7.5% long-term sick or disabled, 4.3% students and 5.5% looking after home or family. These categories support inclusive task design; they do not identify individual users or purchasing intent.
Economic context: £135,000 median house price in 2023
The median house-price series moved from £45,000 in 2001 to £127,500 in 2021 and £135,000 in 2023, a published change of +200%. 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 update cadence, ownership and change-ready content models, which part of dated user research and a documented content-review cycle would verify whether this population change, 2001 to 2021 observation matters to users in Jarrow?
Evidence basis: -6.1%, lowest decile, with Jarrow minus the regional peer equal to -0.5 pp. Validation route: dated user research and a documented content-review cycle.
- 02
How should a prototype test pricing clarity, qualification steps and expectation setting without assuming that Jarrow's percentile 5.3 position predicts an individual user's needs?
Evidence basis: £135,000, lowest decile, with Jarrow minus the classification peer equal to +£3,500. Validation route: comprehension tests using the organisation's real offer and fees.
- 03
Where should the team record uncertainty when using Jarrow's economic inactivity value and the Colne comparison to discuss assisted, accessible and non-digital completion routes?
Evidence basis: 45.4%, upper quartile, with Jarrow minus the national peer equal to +3.9 pp. Validation route: accessibility testing across real tasks and support-channel evidence.
- 04
For Jarrow's medium, non-coastal, mixed built-up area, nearer to a major town or city classification, how should population change, 2001 to 2021, 2023 median house price, economic inactivity be tested as separate website hypotheses without turning the combined pattern into a claim about local demand?
Cross-check all three named comparisons—Billingham, Fleetwood, Colne—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
Design for mixed local intent
Jarrow has a mixed job-density classification. The information architecture should distinguish business, resident and visitor tasks where the organisation actually serves them, while sharing one evidence library so claims remain consistent across journeys.
- 02
Differentiate from the nearby major centre
Jarrow 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
51.4% 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
Prioritise clarity before catalogue expansion
Jarrow recorded -6.1% population change from 2001 to 2021 and 0% employment change from 2015 to 2024. Start with the few journeys that can be maintained well, instrument meaningful outcomes and expand only when verified questions or search data show a separate need.
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 E63007182. 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 Jarrow.
Mosalio does not claim an office, staff member, customer, or physical-delivery presence in Jarrow.
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.