E63009191 /East Midlands evidence profile
East Midlands evidence profile
Clifton (Nottingham) digital planning profile
Clifton (Nottingham) is a medium, non-coastal built-up area in East Midlands. ONS records show a 2021 population of 22,936; 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
- E63009191
- ITL1 region
- East Midlands
- Coastal
- Non-coastal
- Income-deprivation flag
- Higher deprivation
02 / Context
Three comparisons, with the benchmark stated
7.1% below the 11.2% median across complete England records in this ONS file.
in line with the 0% dataset median.
109.2% 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 97.4 of 100.
Highest decile · percentile position 94.5 of 100.
Upper quartile · percentile position 81 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:c5a6976e578…2212fbf90a0d
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 Clifton (Nottingham) minus the named peer; a plus sign means the value recorded for Clifton (Nottingham) is higher.
Regional peer
Kirkby-in-Ashfield · E63008895
East Midlands. Nearest complete record in East Midlands. ONS classification: Nearer - Higher deprivation - Working.
- 2021 population
- +1,425 people
- Population change, 2001 to 2021
- -5.7 pp
- Economic inactivity
- +3.9 pp
- Employment change, 2015 to 2024
- -11.1 pp
- 2023 median house price
- +£25,000
- House-price growth, 2001 to 2023
- +55.5 pp
- Population aged under 25
- +4.6 pp
- Population aged 65 or over
- -1.3 pp
Classification peer
Partington · E63008467
North West. Nearest complete record outside East Midlands with the same ONS combined classification. ONS classification: Nearer - Higher deprivation - Residential.
- 2021 population
- +15,230 people
- Population change, 2001 to 2021
- -1.1 pp
- Economic inactivity
- +1.2 pp
- Employment change, 2015 to 2024
- 0 pp
- 2023 median house price
- -£5,775
- House-price growth, 2001 to 2023
- +15 pp
- Population aged under 25
- -0.1 pp
- Population aged 65 or over
- +1.1 pp
National peer
Bloxwich · E63009781
West Midlands. Nearest remaining complete England record. ONS classification: Nearer - Higher deprivation - Residential.
- 2021 population
- -28,955 people
- Population change, 2001 to 2021
- -6.6 pp
- Economic inactivity
- +0.3 pp
- Employment change, 2015 to 2024
- 0 pp
- 2023 median house price
- +£17,250
- House-price growth, 2001 to 2023
- +29.3 pp
- Population aged under 25
- 0 pp
- Population aged 65 or over
- +0.9 pp
05 / Evidence synthesis
Clifton (Nottingham) evidence synthesis: House-price growth, 2001 to 2023, Population aged under 25, Economic inactivity
Clifton (Nottingham) is recorded as a medium, non-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: House-price growth, 2001 to 2023 → Population aged under 25 → Economic inactivity → 2021 population → Employment change, 2015 to 2024 → Population change, 2001 to 2021 → 2023 median house price → Population aged 65 or over.
Furthest-to-nearest distance from the middle percentile: House-price growth, 2001 to 2023 → Population aged under 25 → Economic inactivity → Population aged 65 or over → 2023 median house price → Population change, 2001 to 2021 → Employment change, 2015 to 2024 → 2021 population.
Regional peer
House-price growth, 2001 to 2023: 333.3% · Kirkby-in-Ashfield delta +55.5 pp
House-price growth, 2001 to 2023 is one of Clifton (Nottingham)'s three furthest-from-middle observations: 333.3%, percentile 97.4, highest decile. Kirkby-in-Ashfield, the named regional peer from East Midlands, differs by +55.5 pp when the calculation is Clifton (Nottingham) minus peer. Nearest complete record in East Midlands. 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 aged under 25: 34.5% · Partington delta -0.1 pp
At 34.5%, population aged under 25 places Clifton (Nottingham) in the highest decile and at percentile 94.5 of the reviewed distribution. For a bounded comparison rather than a national average, Partington supplies the classification reference; Clifton (Nottingham) is -0.1 pp from it on the displayed scale. Treat this combination as a hypothesis about mobile task speed, privacy explanation and channel continuity, and test it through cross-device usability sessions without age-based assumptions. Keep the inference narrow: an age-group share does not determine channel preference.
National peer
Economic inactivity: 44% · Bloxwich delta +0.3 pp
The reviewed record positions Clifton (Nottingham) at percentile 81 for economic inactivity; its published value is 44% and its band is upper quartile. The constrained national comparison is Bloxwich (E63009781). On this measure, Clifton (Nottingham) minus that record is +0.3 pp; the selection basis is nearest remaining complete england record. Treat this combination as a hypothesis about assisted, accessible and non-digital completion routes, and test it through accessibility testing across real tasks and support-channel evidence. This remains contextual evidence—an aggregate inactivity rate cannot describe an individual visitor.
Together, house-price growth, 2001 to 2023, population aged under 25, economic inactivity and the constrained comparisons with Kirkby-in-Ashfield, Partington, Bloxwich create three separate research tracks for Clifton (Nottingham). 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: 22,936 people in 2021
Clifton (Nottingham)'s recorded population changed from 22,039 in 2001 to 22,936 in 2021 (+4.1%). 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: 16.6% aged 65 or over
The 2021 age-group series records 4,341 people aged 0 to 15, 3,566 aged 16 to 24, 11,234 aged 25 to 64 and 3,808 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% economically inactive
ONS records economic inactivity at 44%. The published composition includes 19.5% retired, 6.3% long-term sick or disabled, 9.9% 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: £195,000 median house price in 2023
The median house-price series moved from £45,000 in 2001 to £165,000 in 2021 and £195,000 in 2023, a published change of +333.3%. 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 Clifton (Nottingham)'s house-price growth, 2001 to 2023 value and the Kirkby-in-Ashfield comparison to discuss how dated economic context is labelled and maintained?
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
How should a prototype test mobile task speed, privacy explanation and channel continuity without assuming that Clifton (Nottingham)'s percentile 94.5 position predicts an individual user's needs?
Evidence basis: 34.5%, highest decile, with Clifton (Nottingham) minus the classification peer equal to -0.1 pp. Validation route: cross-device usability sessions without age-based assumptions.
- 03
Which real user task would justify changing assisted, accessible and non-digital completion routes after seeing Clifton (Nottingham)'s economic inactivity position and its +0.3 pp difference from Bloxwich?
Bloxwich is the constrained national reference and is classified as Nearer - Higher deprivation - Residential; the question keeps an aggregate inactivity rate cannot describe an individual visitor as an explicit limit.
- 04
For Clifton (Nottingham)'s medium, non-coastal, residential built-up area, nearer to a major town or city classification, how should house-price growth, 2001 to 2023, population aged under 25, 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—Kirkby-in-Ashfield, Partington, Bloxwich—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
Clifton (Nottingham) 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
Clifton (Nottingham) 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
Support quick comparison without hiding detail
34.5% of the recorded 2021 age-group total is under 25. Lead with concise task summaries and responsive performance, while keeping fees, eligibility, privacy and next steps available in the same journey rather than behind a social-only channel.
- 04
Prioritise clarity before catalogue expansion
Clifton (Nottingham) recorded +4.1% 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 E63009191. 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 Clifton (Nottingham).
Mosalio does not claim an office, staff member, customer, or physical-delivery presence in Clifton (Nottingham).
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.