E63009082 /East Midlands evidence profile
East Midlands evidence profile
Ilkeston digital planning profile
Ilkeston is a medium, non-coastal built-up area in East Midlands. ONS records show a 2021 population of 38,723; the population remained comparatively stable between 2001 and 2021, while the 2015 to 2024 employment series shows a flat employment count. 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
- E63009082
- ITL1 region
- East Midlands
- Coastal
- Non-coastal
- Income-deprivation flag
- Higher deprivation
02 / Context
Three comparisons, with the benchmark stated
6.3% below the 11.2% median across complete England records in this ONS file.
in line with the 0% dataset median.
45.3% 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 13.7 of 100.
Upper quartile · percentile position 84.1 of 100.
Upper quartile · percentile position 76.8 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: sha256:123b3113e71…3ebb8ea008e5
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 Ilkeston minus the named peer; a plus sign means the value recorded for Ilkeston is higher.
Regional peer
Long Eaton · E63009209
East Midlands. Nearest complete record in East Midlands. ONS classification: Nearer - Medium deprivation - Mixed.
- 2021 population
- +908 people
- Population change, 2001 to 2021
- +2.8 pp
- Economic inactivity
- +1.7 pp
- Employment change, 2015 to 2024
- +7.7 pp
- 2023 median house price
- -£53,750
- House-price growth, 2001 to 2023
- -20 pp
- Population aged under 25
- +1.7 pp
- Population aged 65 or over
- -0.7 pp
Classification peer
Darwen · E63008053
North West. Nearest complete record outside East Midlands with the same ONS combined classification. ONS classification: Nearer - Higher deprivation - Mixed.
- 2021 population
- +11,400 people
- Population change, 2001 to 2021
- +3.3 pp
- Economic inactivity
- -2.4 pp
- Employment change, 2015 to 2024
- 0 pp
- 2023 median house price
- +£36,250
- House-price growth, 2001 to 2023
- -2.6 pp
- Population aged under 25
- -0.6 pp
- Population aged 65 or over
- +0.1 pp
National peer
Wallsend · E63007167
North East. Nearest remaining complete England record. ONS classification: Nearer - Higher deprivation - Residential.
- 2021 population
- -6,628 people
- Population change, 2001 to 2021
- -2.2 pp
- Economic inactivity
- -1.9 pp
- Employment change, 2015 to 2024
- +10 pp
- 2023 median house price
- +£26,250
- House-price growth, 2001 to 2023
- -3.9 pp
- Population aged under 25
- +0.5 pp
- Population aged 65 or over
- -0.1 pp
05 / Evidence synthesis
Ilkeston evidence synthesis: 2023 median house price, House-price growth, 2001 to 2023, 2021 population
Ilkeston 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 → 2021 population → Population aged under 25 → Employment change, 2015 to 2024 → Economic inactivity → Population aged 65 or over → Population change, 2001 to 2021 → 2023 median house price.
Furthest-to-nearest distance from the middle percentile: 2023 median house price → House-price growth, 2001 to 2023 → 2021 population → Population change, 2001 to 2021 → Population aged 65 or over → Economic inactivity → Employment change, 2015 to 2024 → Population aged under 25.
Regional peer
2023 median house price: £166,250 · Long Eaton delta -£53,750
Among the eight reviewed measures, 2023 median house price stands out for Ilkeston at £166,250; its percentile position is 13.7 and its band is lower quartile. Against Long Eaton's reviewed regional record, the displayed delta is -£53,750. That comparator comes from the documented rule: nearest complete record in east midlands. A defensible brief can turn the pair into a verification task for pricing clarity, qualification steps and expectation setting, using comprehension tests using the organisation's real offer and fees before changing the information architecture. The boundary is important: a median house price is not a household affordability measure.
Classification peer
House-price growth, 2001 to 2023: 269.4% · Darwen delta -2.6 pp
At 269.4%, house-price growth, 2001 to 2023 places Ilkeston in the upper quartile and at percentile 84.1 of the reviewed distribution. The same-source classification check uses Darwen, classified as Nearer - Higher deprivation - Mixed. The Ilkeston-minus-Darwen delta on this metric is -2.6 pp. 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. It must not be over-read, because historic price growth cannot support a current revenue claim.
National peer
2021 population: 38,723 · Wallsend delta -6,628 people
At 38,723, 2021 population places Ilkeston in the upper quartile and at percentile 76.8 of the reviewed distribution. Using Wallsend as the national peer, the profile-minus-peer delta is -6,628 people; the peer was selected because nearest remaining complete england record. For planning, document the observation beside content hierarchy and service-capacity assumptions and require task-frequency interviews and observed completion data before treating the idea as an accepted requirement. No user or market conclusion follows automatically; population size does not establish addressable demand.
This synthesis gives Ilkeston a bounded evidence trail: three furthest-from-middle measures, three named peers and the medium, non-coastal, mixed 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: 38,723 people in 2021
Ilkeston's recorded population changed from 36,916 in 2001 to 38,723 in 2021 (+4.9%). 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: 18.3% aged 65 or over
The 2021 age-group series records 7,005 people aged 0 to 15, 3,852 aged 16 to 24, 20,778 aged 25 to 64 and 7,080 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: 37.9% economically inactive
ONS records economic inactivity at 37.9%. The published composition includes 21.5% retired, 5.9% long-term sick or disabled, 3.1% students and 4.5% looking after home or family. These categories support inclusive task design; they do not identify individual users or purchasing intent.
Economic context: £166,250 median house price in 2023
The median house-price series moved from £45,000 in 2001 to £159,475 in 2021 and £166,250 in 2023, a published change of +269.4%. 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
Where should the team record uncertainty when using Ilkeston's 2023 median house price value and the Long Eaton comparison to discuss pricing clarity, qualification steps and expectation setting?
Evidence basis: £166,250, lower quartile, with Ilkeston minus the regional peer equal to -£53,750. Validation route: comprehension tests using the organisation's real offer and fees.
- 02
If the classification peer delta of -2.6 pp is included in a brief, what decision about how dated economic context is labelled and maintained could it inform and what result would falsify that hypothesis?
This question is traceable to house-price growth, 2001 to 2023 at percentile 84.1 and a -2.6 pp profile-minus-peer difference, not to inferred local behaviour.
- 03
What evidence would show that the 2021 population contrast between Ilkeston and Wallsend should alter content hierarchy and service-capacity assumptions, rather than remain background context?
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 Ilkeston's medium, non-coastal, mixed built-up area, nearer to a major town or city classification, how should 2023 median house price, house-price growth, 2001 to 2023, 2021 population be tested as separate website hypotheses without turning the combined pattern into a claim about local demand?
Cross-check all three named comparisons—Long Eaton, Darwen, Wallsend—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
Ilkeston 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
Ilkeston 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
53.7% 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
Ilkeston recorded +4.9% population change from 2001 to 2021 and 0% 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 E63009082. 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 Ilkeston.
Mosalio does not claim an office, staff member, customer, or physical-delivery presence in Ilkeston.
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.