E63008344 /North West evidence profile
North West evidence profile
Swinton (Salford) digital planning profile
Swinton (Salford) is a medium, non-coastal built-up area in North West. ONS records show a 2021 population of 22,886; the population remained comparatively stable between 2001 and 2021, while the 2015 to 2024 employment series shows a modest 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
- E63008344
- ITL1 region
- North West
- Coastal
- Non-coastal
- Income-deprivation flag
- Higher deprivation
02 / Context
Three comparisons, with the benchmark stated
11.8% below the 11.2% median across complete England records in this ONS file.
9.1% below the 0% dataset median.
148.4% 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 98.7 of 100.
Lower quartile · percentile position 11.3 of 100.
Lower quartile · percentile position 17.9 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: sha256:8b7d7b7327b…0f67ecf09a10
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 Swinton (Salford) minus the named peer; a plus sign means the value recorded for Swinton (Salford) is higher.
Regional peer
Irlam · E63008423
North West. Nearest complete record in North West. ONS classification: Nearer - Higher deprivation - Working.
- 2021 population
- +3,172 people
- Population change, 2001 to 2021
- -2.6 pp
- Economic inactivity
- -0.6 pp
- Employment change, 2015 to 2024
- -21.6 pp
- 2023 median house price
- +£39,000
- House-price growth, 2001 to 2023
- +12.9 pp
- Population aged under 25
- -1.6 pp
- Population aged 65 or over
- +0.6 pp
Classification peer
Somercotes and Swanwick · E63008933
East Midlands. Nearest complete record outside North West with the same ONS combined classification. ONS classification: Nearer - Higher deprivation - Working.
- 2021 population
- +7,781 people
- Population change, 2001 to 2021
- -5.7 pp
- Economic inactivity
- -3.6 pp
- Employment change, 2015 to 2024
- +13.1 pp
- 2023 median house price
- +£55,000
- House-price growth, 2001 to 2023
- +62.2 pp
- Population aged under 25
- +2.4 pp
- Population aged 65 or over
- -4 pp
National peer
Failsworth · E63008348
North West. Nearest remaining complete England record. ONS classification: Nearer - Higher deprivation - Residential.
- 2021 population
- +2,924 people
- Population change, 2001 to 2021
- -2.7 pp
- Economic inactivity
- -2.6 pp
- Employment change, 2015 to 2024
- -20.2 pp
- 2023 median house price
- +£66,000
- House-price growth, 2001 to 2023
- -0.6 pp
- Population aged under 25
- +0.9 pp
- Population aged 65 or over
- -1.9 pp
05 / Evidence synthesis
Swinton (Salford) evidence synthesis: House-price growth, 2001 to 2023, Population change, 2001 to 2021, Employment change, 2015 to 2024
Swinton (Salford) 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: House-price growth, 2001 to 2023 → Population aged under 25 → 2021 population → 2023 median house price → Economic inactivity → Population aged 65 or over → Employment change, 2015 to 2024 → Population change, 2001 to 2021.
Furthest-to-nearest distance from the middle percentile: House-price growth, 2001 to 2023 → Population change, 2001 to 2021 → Employment change, 2015 to 2024 → Population aged 65 or over → Economic inactivity → Population aged under 25 → 2021 population → 2023 median house price.
Regional peer
House-price growth, 2001 to 2023: 372.5% · Irlam delta +12.9 pp
Among the eight reviewed measures, house-price growth, 2001 to 2023 stands out for Swinton (Salford) at 372.5%; its percentile position is 98.7 and its band is highest decile. For a bounded comparison rather than a national average, Irlam supplies the regional reference; Swinton (Salford) is +12.9 pp from it on the displayed scale. This evidence can narrow a discovery question around how dated economic context is labelled and maintained, while source-date checks and user tests for interpretation supplies the user-level check the aggregate data cannot provide. The boundary is important: historic price growth cannot support a current revenue claim.
Classification peer
Population change, 2001 to 2021: -0.6% · Somercotes and Swanwick delta -5.7 pp
For population change, 2001 to 2021, the source reports -0.6% for Swinton (Salford). That sits in the lower quartile, 38.7 percentile points from the middle position. Somercotes and Swanwick, the named classification peer from East Midlands, differs by -5.7 pp when the calculation is Swinton (Salford) minus peer. Nearest complete record outside North West with the same ONS combined classification. Treat this combination as a hypothesis about update cadence, ownership and change-ready content models, and test it through 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.
National peer
Employment change, 2015 to 2024: -9.1% · Failsworth delta -20.2 pp
At -9.1%, employment change, 2015 to 2024 places Swinton (Salford) in the lower quartile and at percentile 17.9 of the reviewed distribution. For a bounded comparison rather than a national average, Failsworth supplies the national reference; Swinton (Salford) is -20.2 pp from it on the displayed scale. Use the contrast to prioritise research into the separation of employer, worker and customer journeys. A decision should wait for journey interviews plus measured form and contact outcomes. It must not be over-read, because employment change does not prove commercial search intent.
This synthesis gives Swinton (Salford) 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: 22,886 people in 2021
Swinton (Salford)'s recorded population changed from 23,034 in 2001 to 22,886 in 2021 (-0.6%). 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: 17.5% aged 65 or over
The 2021 age-group series records 4,506 people aged 0 to 15, 2,076 aged 16 to 24, 12,314 aged 25 to 64 and 4,004 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: 36.8% economically inactive
ONS records economic inactivity at 36.8%. The published composition includes 21.4% retired, 4.5% long-term sick or disabled, 4.2% students and 4.1% looking after home or family. These categories support inclusive task design; they do not identify individual users or purchasing intent.
Economic context: £255,000 median house price in 2023
The median house-price series moved from £53,973 in 2001 to £220,000 in 2021 and £255,000 in 2023, a published change of +372.5%. 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 how dated economic context is labelled and maintained after seeing Swinton (Salford)'s house-price growth, 2001 to 2023 position and its +12.9 pp difference from Irlam?
Irlam is the constrained regional reference and is classified as Nearer - Higher deprivation - Working; the question keeps historic price growth cannot support a current revenue claim as an explicit limit.
- 02
If the classification peer delta of -5.7 pp is included in a brief, what decision about update cadence, ownership and change-ready content models could it inform and what result would falsify that hypothesis?
Somercotes and Swanwick is the constrained classification reference and is classified as Nearer - Higher deprivation - Working; the question keeps historic population change is neither a forecast nor a lead estimate as an explicit limit.
- 03
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 Swinton (Salford)?
This question is traceable to employment change, 2015 to 2024 at percentile 17.9 and a -20.2 pp profile-minus-peer difference, not to inferred local behaviour.
- 04
For Swinton (Salford)'s medium, non-coastal, working built-up area, nearer to a major town or city classification, how should house-price growth, 2001 to 2023, population change, 2001 to 2021, 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—Irlam, Somercotes and Swanwick, Failsworth—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
Swinton (Salford) 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
Swinton (Salford) 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
53.8% 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
Swinton (Salford) recorded -0.6% population change from 2001 to 2021 and -9.1% 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 E63008344. 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 Swinton (Salford).
Mosalio does not claim an office, staff member, customer, or physical-delivery presence in Swinton (Salford).
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.