E63008395 /North West evidence profile
North West evidence profile
Dukinfield digital planning profile
Dukinfield is a medium, non-coastal built-up area in North West. ONS records show a 2021 population of 21,151; the population remained comparatively stable 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
- E63008395
- ITL1 region
- North West
- Coastal
- Non-coastal
- Income-deprivation flag
- Higher deprivation
02 / Context
Three comparisons, with the benchmark stated
8.1% below the 11.2% median across complete England records in this ONS file.
12.5% below the 0% dataset median.
25% 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
Lower quartile · percentile position 12.6 of 100.
Lower quartile · percentile position 21.5 of 100.
Lower quartile · percentile position 23.2 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: sha256:3bb19503357…45aff4053540
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 Dukinfield minus the named peer; a plus sign means the value recorded for Dukinfield is higher.
Regional peer
Workington · E63007362
North West. Nearest complete record in North West. ONS classification: Further - Higher deprivation - Working.
- 2021 population
- -125 people
- Population change, 2001 to 2021
- -0.1 pp
- Economic inactivity
- -2.4 pp
- Employment change, 2015 to 2024
- +5.7 pp
- 2023 median house price
- +£72,000
- House-price growth, 2001 to 2023
- +6.2 pp
- Population aged under 25
- +1 pp
- Population aged 65 or over
- -1 pp
Classification peer
Rushall and Shelfield · E63009770
West Midlands. Nearest complete record outside North West with the same ONS combined classification. ONS classification: Nearer - Higher deprivation - Mixed.
- 2021 population
- +8,307 people
- Population change, 2001 to 2021
- +1.7 pp
- Economic inactivity
- -1.4 pp
- Employment change, 2015 to 2024
- -1.4 pp
- 2023 median house price
- -£21,750
- House-price growth, 2001 to 2023
- +9.8 pp
- Population aged under 25
- +0.7 pp
- Population aged 65 or over
- -1.8 pp
National peer
Coseley · E63009922
West Midlands. Nearest remaining complete England record. ONS classification: Nearer - Higher deprivation - Residential.
- 2021 population
- -4,055 people
- Population change, 2001 to 2021
- -3.6 pp
- Economic inactivity
- -1.4 pp
- Employment change, 2015 to 2024
- -12.5 pp
- 2023 median house price
- -£7,225
- House-price growth, 2001 to 2023
- +8.5 pp
- Population aged under 25
- -0.1 pp
- Population aged 65 or over
- -0.9 pp
05 / Evidence synthesis
Dukinfield evidence synthesis: Employment change, 2015 to 2024, Population change, 2001 to 2021, 2023 median house price
Dukinfield 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: House-price growth, 2001 to 2023 → Population aged under 25 → 2021 population → Economic inactivity → Population aged 65 or over → 2023 median house price → Population change, 2001 to 2021 → Employment change, 2015 to 2024.
Furthest-to-nearest distance from the middle percentile: Employment change, 2015 to 2024 → Population change, 2001 to 2021 → 2023 median house price → House-price growth, 2001 to 2023 → Population aged under 25 → Population aged 65 or over → 2021 population → Economic inactivity.
Regional peer
Employment change, 2015 to 2024: -12.5% · Workington delta +5.7 pp
For employment change, 2015 to 2024, the source reports -12.5% for Dukinfield. That sits in the lower quartile, 37.4 percentile points from the middle position. Against Workington's reviewed regional record, the displayed delta is +5.7 pp. That comparator comes from the documented rule: nearest complete record in north west. Its practical use is to frame—not answer—a question about the separation of employer, worker and customer journeys; the next evidence should come from journey interviews plus measured form and contact outcomes. No user or market conclusion follows automatically; employment change does not prove commercial search intent.
Classification peer
Population change, 2001 to 2021: 3.1% · Rushall and Shelfield delta +1.7 pp
Among the eight reviewed measures, population change, 2001 to 2021 stands out for Dukinfield at 3.1%; its percentile position is 21.5 and its band is lower quartile. The same-source classification check uses Rushall and Shelfield, classified as Nearer - Higher deprivation - Mixed. The Dukinfield-minus-Rushall and Shelfield delta on this metric is +1.7 pp. 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 responsible interpretation stops short of intent: historic population change is neither a forecast nor a lead estimate.
National peer
2023 median house price: £192,000 · Coseley delta -£7,225
For 2023 median house price, the source reports £192,000 for Dukinfield. That sits in the lower quartile, 26.8 percentile points from the middle position. The same-source national check uses Coseley, classified as Nearer - Higher deprivation - Residential. The Dukinfield-minus-Coseley delta on this metric is -£7,225. 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.
Dukinfield's evidence pattern combines the medium, non-coastal, mixed built-up area, nearer to a major town or city frame with three percentile observations and peer-specific deltas. That combination can make discovery more precise, but it cannot establish what residents want or whether a service has local demand. Decisions should remain reversible until direct research or measured website behaviour confirms them.
06 / Evidence interpretation
Planning signals before design decisions
Population context: 21,151 people in 2021
Dukinfield's recorded population changed from 20,522 in 2001 to 21,151 in 2021 (+3.1%). 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: 18.7% aged 65 or over
The 2021 age-group series records 3,979 people aged 0 to 15, 2,060 aged 16 to 24, 11,152 aged 25 to 64 and 3,957 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: 39.9% economically inactive
ONS records economic inactivity at 39.9%. The published composition includes 22.5% retired, 6.2% long-term sick or disabled, 3.9% students and 4.2% looking after home or family. These categories support inclusive task design; they do not identify individual users or purchasing intent.
Economic context: £192,000 median house price in 2023
The median house-price series moved from £55,000 in 2001 to £182,000 in 2021 and £192,000 in 2023, a published change of +249.1%. 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 Dukinfield?
The prompt combines one distinctive metric with the named regional comparator selected by the eight-metric method. It does not treat either record as search, lead or customer evidence.
- 02
If the classification peer delta of +1.7 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?
Rushall and Shelfield is the constrained classification reference and is classified as Nearer - Higher deprivation - Mixed; the question keeps historic population change is neither a forecast nor a lead estimate as an explicit limit.
- 03
If the national peer delta of -£7,225 is included in a brief, what decision about pricing clarity, qualification steps and expectation setting could it inform and what result would falsify that hypothesis?
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 Dukinfield's medium, non-coastal, mixed built-up area, nearer to a major town or city classification, how should employment change, 2015 to 2024, population change, 2001 to 2021, 2023 median house price be tested as separate website hypotheses without turning the combined pattern into a claim about local demand?
Cross-check all three named comparisons—Workington, Rushall and Shelfield, Coseley—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
Dukinfield 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
Dukinfield 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
52.7% 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
Dukinfield recorded +3.1% population change from 2001 to 2021 and -12.5% 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 E63008395. 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 Dukinfield.
Mosalio does not claim an office, staff member, customer, or physical-delivery presence in Dukinfield.
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.