E63008594 /North West evidence profile
North West evidence profile
Wilmslow digital planning profile
Wilmslow is a medium, non-coastal built-up area in North West. ONS records show a 2021 population of 25,716; the population grew steadily 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
- E63008594
- ITL1 region
- North West
- Coastal
- Non-coastal
- Income-deprivation flag
- Lower deprivation
02 / Context
Three comparisons, with the benchmark stated
in line with the 11.2% median across complete England records in this ONS file.
26.7% above the 0% dataset median.
1% 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 92.3 of 100.
Upper quartile · percentile position 89.4 of 100.
Middle half · percentile position 30.1 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: sha256:602f8fced86…3f122b573958
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 Wilmslow minus the named peer; a plus sign means the value recorded for Wilmslow is higher.
Regional peer
Gatley · E63008502
North West. Nearest complete record in North West. ONS classification: Nearer - Lower deprivation - Residential.
- 2021 population
- +16,567 people
- Population change, 2001 to 2021
- +0.2 pp
- Economic inactivity
- -3.7 pp
- Employment change, 2015 to 2024
- +10 pp
- 2023 median house price
- +£55,000
- House-price growth, 2001 to 2023
- -8.3 pp
- Population aged under 25
- -1.1 pp
- Population aged 65 or over
- -1.7 pp
Classification peer
Abbots Langley and Kings Langley · E63011670
East of England. Nearest complete record outside North West with the same ONS combined classification. ONS classification: Nearer - Lower deprivation - Working.
- 2021 population
- +7,513 people
- Population change, 2001 to 2021
- +0.1 pp
- Economic inactivity
- +2.4 pp
- Employment change, 2015 to 2024
- +12.4 pp
- 2023 median house price
- -£22,500
- House-price growth, 2001 to 2023
- +11.5 pp
- Population aged under 25
- -0.6 pp
- Population aged 65 or over
- +1.2 pp
National peer
Waltham Abbey · E63011699
East of England. Nearest remaining complete England record. ONS classification: Nearer - Higher deprivation - Working.
- 2021 population
- +7,071 people
- Population change, 2001 to 2021
- +4 pp
- Economic inactivity
- +0.8 pp
- Employment change, 2015 to 2024
- -6.6 pp
- 2023 median house price
- +£80,000
- House-price growth, 2001 to 2023
- +12.6 pp
- Population aged under 25
- -1.3 pp
- Population aged 65 or over
- +2.6 pp
05 / Evidence synthesis
Wilmslow evidence synthesis: 2023 median house price, Employment change, 2015 to 2024, Economic inactivity
Wilmslow 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: 2023 median house price → Employment change, 2015 to 2024 → 2021 population → House-price growth, 2001 to 2023 → Population change, 2001 to 2021 → Population aged 65 or over → Population aged under 25 → Economic inactivity.
Furthest-to-nearest distance from the middle percentile: 2023 median house price → Employment change, 2015 to 2024 → Economic inactivity → 2021 population → Population aged under 25 → House-price growth, 2001 to 2023 → Population aged 65 or over → Population change, 2001 to 2021.
Regional peer
2023 median house price: £455,000 · Gatley delta +£55,000
Among the eight reviewed measures, 2023 median house price stands out for Wilmslow at £455,000; its percentile position is 92.3 and its band is highest decile. The constrained regional comparison is Gatley (E63008502). On this measure, Wilmslow minus that record is +£55,000; the selection basis is nearest complete record in north west. This evidence can narrow a discovery question around pricing clarity, qualification steps and expectation setting, while comprehension tests using the organisation's real offer and fees supplies the user-level check the aggregate data cannot provide. This remains contextual evidence—a median house price is not a household affordability measure.
Classification peer
Employment change, 2015 to 2024: 26.7% · Abbots Langley and Kings Langley delta +12.4 pp
Among the eight reviewed measures, employment change, 2015 to 2024 stands out for Wilmslow at 26.7%; its percentile position is 89.4 and its band is upper quartile. For a bounded comparison rather than a national average, Abbots Langley and Kings Langley supplies the classification reference; Wilmslow is +12.4 pp from it on the displayed scale. 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. Keep the inference narrow: employment change does not prove commercial search intent.
National peer
Economic inactivity: 37% · Waltham Abbey delta +0.8 pp
The reviewed record positions Wilmslow at percentile 30.1 for economic inactivity; its published value is 37% and its band is middle half. For a bounded comparison rather than a national average, Waltham Abbey supplies the national reference; Wilmslow is +0.8 pp from it on the displayed scale. A defensible brief can turn the pair into a verification task for assisted, accessible and non-digital completion routes, using accessibility testing across real tasks and support-channel evidence before changing the information architecture. This remains contextual evidence—an aggregate inactivity rate cannot describe an individual visitor.
Together, 2023 median house price, employment change, 2015 to 2024, economic inactivity and the constrained comparisons with Gatley, Abbots Langley and Kings Langley, Waltham Abbey create three separate research tracks for Wilmslow. 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: 25,716 people in 2021
Wilmslow's recorded population changed from 23,129 in 2001 to 25,716 in 2021 (+11.2%). 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: 20.3% aged 65 or over
The 2021 age-group series records 4,980 people aged 0 to 15, 2,049 aged 16 to 24, 13,473 aged 25 to 64 and 5,232 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: 37% economically inactive
ONS records economic inactivity at 37%. The published composition includes 24% retired, 2.1% long-term sick or disabled, 4.3% 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: £455,000 median house price in 2023
The median house-price series moved from £139,950 in 2001 to £440,998 in 2021 and £455,000 in 2023, a published change of +225.1%. 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
Which real user task would justify changing pricing clarity, qualification steps and expectation setting after seeing Wilmslow's 2023 median house price position and its +£55,000 difference from Gatley?
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
What evidence would show that the employment change, 2015 to 2024 contrast between Wilmslow and Abbots Langley and Kings Langley should alter the separation of employer, worker and customer journeys, rather than remain background context?
Abbots Langley and Kings Langley is the constrained classification reference and is classified as Nearer - Lower deprivation - Working; the question keeps employment change does not prove commercial search intent as an explicit limit.
- 03
Which real user task would justify changing assisted, accessible and non-digital completion routes after seeing Wilmslow's economic inactivity position and its +0.8 pp difference from Waltham Abbey?
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 Wilmslow's medium, non-coastal, working built-up area, nearer to a major town or city classification, how should 2023 median house price, employment change, 2015 to 2024, 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—Gatley, Abbots Langley and Kings Langley, Waltham Abbey—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
Wilmslow 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
Wilmslow 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
Wilmslow recorded +11.2% population change from 2001 to 2021 and +26.7% 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 E63008594. 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 Wilmslow.
Mosalio does not claim an office, staff member, customer, or physical-delivery presence in Wilmslow.
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.