E63008238 /Yorkshire and The Humber evidence profile
Yorkshire and The Humber evidence profile
Cleethorpes digital planning profile
Cleethorpes is a medium, coastal built-up area in Yorkshire and The Humber. ONS records show a 2021 population of 29,660; the population contracted between 2001 and 2021, while the 2015 to 2024 employment series shows a material employment contraction. 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
- E63008238
- ITL1 region
- Yorkshire and The Humber
- Coastal
- Coastal
- Income-deprivation flag
- Higher deprivation
02 / Context
Three comparisons, with the benchmark stated
18.1% below the 11.2% median across complete England records in this ONS file.
14.3% below the 0% dataset median.
25.9% 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
Lowest decile · percentile position 1.4 of 100.
Lowest decile · percentile position 6.9 of 100.
Lowest decile · percentile position 10 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: sha256:433a7145d15…3f04c60eb61b
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 Cleethorpes minus the named peer; a plus sign means the value recorded for Cleethorpes is higher.
Regional peer
Maltby · E63008457
Yorkshire and The Humber. Nearest complete record in Yorkshire and The Humber. ONS classification: Nearer - Higher deprivation - Residential.
- 2021 population
- +13,355 people
- Population change, 2001 to 2021
- -2.3 pp
- Economic inactivity
- +2.3 pp
- Employment change, 2015 to 2024
- 0 pp
- 2023 median house price
- -£4,000
- House-price growth, 2001 to 2023
- +24.6 pp
- Population aged under 25
- -1.4 pp
- Population aged 65 or over
- +2.8 pp
Classification peer
Oswaldtwistle · E63007977
North West. Nearest complete record outside Yorkshire and The Humber with the same ONS combined classification. ONS classification: Nearer - Higher deprivation - Residential.
- 2021 population
- +18,850 people
- Population change, 2001 to 2021
- +2 pp
- Economic inactivity
- +3.1 pp
- Employment change, 2015 to 2024
- -4.3 pp
- 2023 median house price
- +£10,000
- House-price growth, 2001 to 2023
- +14.3 pp
- Population aged under 25
- +1.3 pp
- Population aged 65 or over
- -0.5 pp
National peer
Morecambe · E63007645
North West. Nearest remaining complete England record. ONS classification: Further - Higher deprivation - Working.
- 2021 population
- -3,085 people
- Population change, 2001 to 2021
- -3.1 pp
- Economic inactivity
- -1.5 pp
- Employment change, 2015 to 2024
- -1 pp
- 2023 median house price
- -£35,500
- House-price growth, 2001 to 2023
- -2.9 pp
- Population aged under 25
- +0.5 pp
- Population aged 65 or over
- -2.1 pp
05 / Evidence synthesis
Cleethorpes evidence synthesis: Population change, 2001 to 2021, 2023 median house price, Employment change, 2015 to 2024
Cleethorpes is recorded as a medium, coastal, residential 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 → House-price growth, 2001 to 2023 → 2021 population → Population aged 65 or over → Population aged under 25 → Employment change, 2015 to 2024 → 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 → Employment change, 2015 to 2024 → Economic inactivity → House-price growth, 2001 to 2023 → 2021 population → Population aged 65 or over → Population aged under 25.
Regional peer
Population change, 2001 to 2021: -6.9% · Maltby delta -2.3 pp
Population change, 2001 to 2021 is one of Cleethorpes's three furthest-from-middle observations: -6.9%, percentile 1.4, lowest decile. Using Maltby as the regional peer, the profile-minus-peer delta is -2.3 pp; the peer was selected because nearest complete record in yorkshire and the humber. 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. No user or market conclusion follows automatically; historic population change is neither a forecast nor a lead estimate.
Classification peer
2023 median house price: £140,000 · Oswaldtwistle delta +£10,000
Among the eight reviewed measures, 2023 median house price stands out for Cleethorpes at £140,000; its percentile position is 6.9 and its band is lowest decile. The constrained classification comparison is Oswaldtwistle (E63007977). On this measure, Cleethorpes minus that record is +£10,000; the selection basis is nearest complete record outside yorkshire and the humber with the same ons combined classification. 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. This remains contextual evidence—a median house price is not a household affordability measure.
National peer
Employment change, 2015 to 2024: -14.3% · Morecambe delta -1 pp
For employment change, 2015 to 2024, the source reports -14.3% for Cleethorpes. That sits in the lowest decile, 40 percentile points from the middle position. Against Morecambe's reviewed national record, the displayed delta is -1 pp. That comparator comes from the documented rule: nearest remaining complete england record. This evidence can narrow a discovery question around the separation of employer, worker and customer journeys, while journey interviews plus measured form and contact outcomes supplies the user-level check the aggregate data cannot provide. It must not be over-read, because employment change does not prove commercial search intent.
This synthesis gives Cleethorpes a bounded evidence trail: three furthest-from-middle measures, three named peers and the medium, coastal, residential 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: 29,660 people in 2021
Cleethorpes's recorded population changed from 31,853 in 2001 to 29,660 in 2021 (-6.9%). 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: 22.3% aged 65 or over
The 2021 age-group series records 5,512 people aged 0 to 15, 2,608 aged 16 to 24, 14,908 aged 25 to 64 and 6,625 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: 44.1% economically inactive
ONS records economic inactivity at 44.1%. The published composition includes 26.2% retired, 6.3% long-term sick or disabled, 3.5% students and 5.1% looking after home or family. These categories support inclusive task design; they do not identify individual users or purchasing intent.
Economic context: £140,000 median house price in 2023
The median house-price series moved from £40,000 in 2001 to £136,250 in 2021 and £140,000 in 2023, a published change of +250%. 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
Which real user task would justify changing update cadence, ownership and change-ready content models after seeing Cleethorpes's population change, 2001 to 2021 position and its -2.3 pp difference from Maltby?
This question is traceable to population change, 2001 to 2021 at percentile 1.4 and a -2.3 pp profile-minus-peer difference, not to inferred local behaviour.
- 02
Which real user task would justify changing pricing clarity, qualification steps and expectation setting after seeing Cleethorpes's 2023 median house price position and its +£10,000 difference from Oswaldtwistle?
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
Where should the team record uncertainty when using Cleethorpes's employment change, 2015 to 2024 value and the Morecambe comparison to discuss the separation of employer, worker and customer journeys?
This question is traceable to employment change, 2015 to 2024 at percentile 10 and a -1 pp profile-minus-peer difference, not to inferred local behaviour.
- 04
For Cleethorpes's medium, coastal, residential built-up area, nearer to a major town or city classification, how should population change, 2001 to 2021, 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—Maltby, Oswaldtwistle, Morecambe—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
Make service boundaries explicit
Cleethorpes is classified as residential. Explain delivery areas, remote or on-site conditions, response times and exclusions in visible copy. This reduces ambiguity for residents without inventing a local office or multiplying near-identical neighbourhood pages.
- 02
Differentiate from the nearby major centre
Cleethorpes 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
22.3% 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
Prioritise clarity before catalogue expansion
Cleethorpes recorded -6.9% population change from 2001 to 2021 and -14.3% 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 E63008238. 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 Cleethorpes.
Mosalio does not claim an office, staff member, customer, or physical-delivery presence in Cleethorpes.
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.