E63009209 /East Midlands evidence profile
East Midlands evidence profile
Long Eaton digital planning profile
Long Eaton is a medium, non-coastal built-up area in East Midlands. ONS records show a 2021 population of 37,815; 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
- E63009209
- ITL1 region
- East Midlands
- Coastal
- Non-coastal
- Income-deprivation flag
- Medium deprivation
02 / Context
Three comparisons, with the benchmark stated
9.1% below the 11.2% median across complete England records in this ONS file.
7.7% below the 0% dataset median.
65.3% 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
Highest decile · percentile position 91.5 of 100.
Lower quartile · percentile position 18.9 of 100.
Lower quartile · percentile position 19 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:d500d6a202b…697a07972dcb
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 Long Eaton minus the named peer; a plus sign means the value recorded for Long Eaton is higher.
Regional peer
Ilkeston · E63009082
East Midlands. Nearest complete record in East Midlands. ONS classification: Nearer - Higher 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
Golborne · E63008394
North West. Nearest complete record outside East Midlands with the same ONS combined classification. ONS classification: Nearer - Medium deprivation - Mixed.
- 2021 population
- +12,252 people
- Population change, 2001 to 2021
- -10.2 pp
- Economic inactivity
- -1.6 pp
- Employment change, 2015 to 2024
- -7.7 pp
- 2023 median house price
- -£15,000
- House-price growth, 2001 to 2023
- +13.4 pp
- Population aged under 25
- -0.7 pp
- Population aged 65 or over
- -1.7 pp
National peer
Urmston · E63008420
North West. Nearest remaining complete England record. ONS classification: Nearer - Lower deprivation - Working.
- 2021 population
- -3,913 people
- Population change, 2001 to 2021
- +0.2 pp
- Economic inactivity
- -1.4 pp
- Employment change, 2015 to 2024
- +4.8 pp
- 2023 median house price
- -£100,000
- House-price growth, 2001 to 2023
- +12.9 pp
- Population aged under 25
- -0.1 pp
- Population aged 65 or over
- -2.2 pp
05 / Evidence synthesis
Long Eaton evidence synthesis: House-price growth, 2001 to 2023, Population change, 2001 to 2021, Employment change, 2015 to 2024
Long Eaton 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 65 or over → 2023 median house price → Population aged under 25 → Economic inactivity → 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 → 2021 population → Economic inactivity → 2023 median house price → Population aged under 25 → Population aged 65 or over.
Regional peer
House-price growth, 2001 to 2023: 289.4% · Ilkeston delta +20 pp
Long Eaton's house-price growth, 2001 to 2023 is 289.4%, a highest decile result at percentile 91.5 among 936 complete England records. Using Ilkeston as the regional peer, the profile-minus-peer delta is +20 pp; the peer was selected because nearest complete record in east midlands. For planning, document the observation beside how dated economic context is labelled and maintained and require source-date checks and user tests for interpretation before treating the idea as an accepted requirement. Keep the inference narrow: historic price growth cannot support a current revenue claim.
Classification peer
Population change, 2001 to 2021: 2.1% · Golborne delta -10.2 pp
Population change, 2001 to 2021 is one of Long Eaton's three furthest-from-middle observations: 2.1%, percentile 18.9, lower quartile. The constrained classification comparison is Golborne (E63008394). On this measure, Long Eaton minus that record is -10.2 pp; the selection basis is nearest complete record outside east midlands with the same ons combined classification. 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. This remains contextual evidence—historic population change is neither a forecast nor a lead estimate.
National peer
Employment change, 2015 to 2024: -7.7% · Urmston delta +4.8 pp
Long Eaton's employment change, 2015 to 2024 is -7.7%, a lower quartile result at percentile 19 among 936 complete England records. Urmston, the named national peer from North West, differs by +4.8 pp when the calculation is Long Eaton minus peer. Nearest remaining complete England record. For planning, document the observation beside the separation of employer, worker and customer journeys and require journey interviews plus measured form and contact outcomes before treating the idea as an accepted requirement. It must not be over-read, because employment change does not prove commercial search intent.
The distinctive metrics are not interchangeable: house-price growth, 2001 to 2023, population change, 2001 to 2021, employment change, 2015 to 2024 each raise a different planning question when read beside Ilkeston, Golborne, Urmston. For Long Eaton, the safe next step is therefore three small verification tasks rather than one demographic persona, locality claim or generic area-page conclusion.
06 / Evidence interpretation
Planning signals before design decisions
Population context: 37,815 people in 2021
Long Eaton's recorded population changed from 37,055 in 2001 to 37,815 in 2021 (+2.1%). 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: 18.9% aged 65 or over
The 2021 age-group series records 6,563 people aged 0 to 15, 3,401 aged 16 to 24, 20,701 aged 25 to 64 and 7,168 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: 36.2% economically inactive
ONS records economic inactivity at 36.2%. The published composition includes 22.5% retired, 4.5% long-term sick or disabled, 3.2% students and 3.4% looking after home or family. These categories support inclusive task design; they do not identify individual users or purchasing intent.
Economic context: £220,000 median house price in 2023
The median house-price series moved from £56,500 in 2001 to £185,000 in 2021 and £220,000 in 2023, a published change of +289.4%. 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
Before prioritising how dated economic context is labelled and maintained, which part of source-date checks and user tests for interpretation would verify whether this house-price growth, 2001 to 2023 observation matters to users in Long Eaton?
Ilkeston is the constrained regional reference and is classified as Nearer - Higher deprivation - Mixed; the question keeps historic price growth cannot support a current revenue claim as an explicit limit.
- 02
Where should the team record uncertainty when using Long Eaton's population change, 2001 to 2021 value and the Golborne comparison to discuss update cadence, ownership and change-ready content models?
The prompt combines one distinctive metric with the named classification comparator selected by the eight-metric method. It does not treat either record as search, lead or customer evidence.
- 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 Long Eaton?
Urmston is the constrained national reference and is classified as Nearer - Lower deprivation - Working; the question keeps employment change does not prove commercial search intent as an explicit limit.
- 04
For Long Eaton's medium, non-coastal, mixed 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—Ilkeston, Golborne, Urmston—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
Long Eaton 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
Long Eaton 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
54.7% 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
Long Eaton recorded +2.1% population change from 2001 to 2021 and -7.7% 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 E63009209. 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 Long Eaton.
Mosalio does not claim an office, staff member, customer, or physical-delivery presence in Long Eaton.
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.