E63007326 /North East evidence profile
North East evidence profile
Spennymoor digital planning profile
Spennymoor is a medium, non-coastal built-up area in North East. ONS records show a 2021 population of 20,401; 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
- E63007326
- ITL1 region
- North East
- Coastal
- Non-coastal
- Income-deprivation flag
- Higher deprivation
02 / Context
Three comparisons, with the benchmark stated
6.9% above the 11.2% median across complete England records in this ONS file.
33.3% above the 0% dataset median.
76.5% 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 3.5 of 100.
Lowest decile · percentile position 3.6 of 100.
Highest decile · percentile position 91.7 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: sha256:5b64a298181…705909607df3
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 Spennymoor minus the named peer; a plus sign means the value recorded for Spennymoor is higher.
Regional peer
Longbenton · E63007164
North East. Nearest complete record in North East. ONS classification: Nearer - Higher deprivation - Working.
- 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
Thorne · E63008162
Yorkshire and The Humber. Nearest complete record outside North East with the same ONS combined classification. ONS classification: Nearer - Higher deprivation - Mixed.
- 2021 population
- +8,098 people
- Population change, 2001 to 2021
- +6.9 pp
- Economic inactivity
- -1.2 pp
- Employment change, 2015 to 2024
- +20.8 pp
- 2023 median house price
- -£3,250
- House-price growth, 2001 to 2023
- -48.8 pp
- Population aged under 25
- +0.4 pp
- Population aged 65 or over
- -0.9 pp
National peer
Middlewich · E63008785
North West. Nearest remaining complete England record. ONS classification: Nearer - Lower deprivation - Working.
- 2021 population
- +5,973 people
- Population change, 2001 to 2021
- +8 pp
- Economic inactivity
- +5.2 pp
- Employment change, 2015 to 2024
- -6.7 pp
- 2023 median house price
- -£60,000
- House-price growth, 2001 to 2023
- -5.7 pp
- Population aged under 25
- +1.5 pp
- Population aged 65 or over
- +0.3 pp
05 / Evidence synthesis
Spennymoor evidence synthesis: House-price growth, 2001 to 2023, 2023 median house price, Employment change, 2015 to 2024
Spennymoor 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: Employment change, 2015 to 2024 → Population change, 2001 to 2021 → Economic inactivity → 2021 population → Population aged under 25 → Population aged 65 or over → 2023 median house price → House-price growth, 2001 to 2023.
Furthest-to-nearest distance from the middle percentile: House-price growth, 2001 to 2023 → 2023 median house price → Employment change, 2015 to 2024 → Population change, 2001 to 2021 → Economic inactivity → 2021 population → Population aged 65 or over → Population aged under 25.
Regional peer
House-price growth, 2001 to 2023: 147.6% · Longbenton delta -29.7 pp
House-price growth, 2001 to 2023 is one of Spennymoor's three furthest-from-middle observations: 147.6%, percentile 3.5, lowest decile. The constrained regional comparison is Longbenton (E63007164). On this measure, Spennymoor minus that record is -29.7 pp; the selection basis is nearest complete record in north east. Treat this combination as a hypothesis about how dated economic context is labelled and maintained, and test it through source-date checks and user tests for interpretation. The responsible interpretation stops short of intent: historic price growth cannot support a current revenue claim.
Classification peer
2023 median house price: £130,000 · Thorne delta -£3,250
Spennymoor's 2023 median house price is £130,000, a lowest decile result at percentile 3.6 among 936 complete England records. The same-source classification check uses Thorne, classified as Nearer - Higher deprivation - Mixed. The Spennymoor-minus-Thorne delta on this metric is -£3,250. Use the contrast to prioritise research into pricing clarity, qualification steps and expectation setting. A decision should wait for comprehension tests using the organisation's real offer and fees. The responsible interpretation stops short of intent: a median house price is not a household affordability measure.
National peer
Employment change, 2015 to 2024: 33.3% · Middlewich delta -6.7 pp
The reviewed record positions Spennymoor at percentile 91.7 for employment change, 2015 to 2024; its published value is 33.3% and its band is highest decile. The constrained national comparison is Middlewich (E63008785). On this measure, Spennymoor minus that record is -6.7 pp; the selection basis is nearest remaining complete england record. Treat this combination as a hypothesis about the separation of employer, worker and customer journeys, and test it through journey interviews plus measured form and contact outcomes. No user or market conclusion follows automatically; employment change does not prove commercial search intent.
Together, house-price growth, 2001 to 2023, 2023 median house price, employment change, 2015 to 2024 and the constrained comparisons with Longbenton, Thorne, Middlewich create three separate research tracks for Spennymoor. 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: 20,401 people in 2021
Spennymoor's recorded population changed from 17,270 in 2001 to 20,401 in 2021 (+18.1%). 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% aged 65 or over
The 2021 age-group series records 3,688 people aged 0 to 15, 1,934 aged 16 to 24, 10,703 aged 25 to 64 and 4,088 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: 41.3% economically inactive
ONS records economic inactivity at 41.3%. The published composition includes 24.4% retired, 6.2% long-term sick or disabled, 3.6% students and 4.4% looking after home or family. These categories support inclusive task design; they do not identify individual users or purchasing intent.
Economic context: £130,000 median house price in 2023
The median house-price series moved from £52,500 in 2001 to £138,000 in 2021 and £130,000 in 2023, a published change of +147.6%. 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 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 Spennymoor?
Evidence basis: 147.6%, lowest decile, with Spennymoor minus the regional peer equal to -29.7 pp. Validation route: source-date checks and user tests for interpretation.
- 02
Which real user task would justify changing pricing clarity, qualification steps and expectation setting after seeing Spennymoor's 2023 median house price position and its -£3,250 difference from Thorne?
Evidence basis: £130,000, lowest decile, with Spennymoor minus the classification peer equal to -£3,250. Validation route: comprehension tests using the organisation's real offer and fees.
- 03
Where should the team record uncertainty when using Spennymoor's employment change, 2015 to 2024 value and the Middlewich comparison to discuss the separation of employer, worker and customer journeys?
This question is traceable to employment change, 2015 to 2024 at percentile 91.7 and a -6.7 pp profile-minus-peer difference, not to inferred local behaviour.
- 04
For Spennymoor's medium, non-coastal, mixed built-up area, nearer to a major town or city classification, how should house-price growth, 2001 to 2023, 2023 median house price, employment change, 2015 to 2024 be tested as separate website hypotheses without turning the combined pattern into a claim about local demand?
Cross-check all three named comparisons—Longbenton, Thorne, 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
Design for mixed local intent
Spennymoor 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
Spennymoor 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
52.4% 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
Prepare the content model for change
Spennymoor recorded +18.1% population change from 2001 to 2021 and +33.3% 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 E63007326. 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 Spennymoor.
Mosalio does not claim an office, staff member, customer, or physical-delivery presence in Spennymoor.
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.