E63009392 /East Midlands evidence profile
East Midlands evidence profile
Swadlincote digital planning profile
Swadlincote is a medium, non-coastal built-up area in East Midlands. ONS records show a 2021 population of 34,286; the population expanded quickly 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
- E63009392
- ITL1 region
- East Midlands
- Coastal
- Non-coastal
- Income-deprivation flag
- Higher deprivation
02 / Context
Three comparisons, with the benchmark stated
10.5% above the 11.2% median across complete England records in this ONS file.
22.2% above the 0% dataset median.
26.8% 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
Upper quartile · percentile position 86.6 of 100.
Upper quartile · percentile position 80.2 of 100.
Middle half · percentile position 73.8 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:b9daa9d26e3…b9c5d59c5bb2
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 Swadlincote minus the named peer; a plus sign means the value recorded for Swadlincote is higher.
Regional peer
Hucknall · E63008995
East Midlands. Nearest complete record in East Midlands. ONS classification: Nearer - Higher deprivation - Residential.
- 2021 population
- -1,562 people
- Population change, 2001 to 2021
- +1.5 pp
- Economic inactivity
- -1.1 pp
- Employment change, 2015 to 2024
- -2.8 pp
- 2023 median house price
- -£15,000
- House-price growth, 2001 to 2023
- -33 pp
- Population aged under 25
- +0.1 pp
- Population aged 65 or over
- +0.2 pp
Classification peer
Atherton · E63008308
North West. Nearest complete record outside East Midlands with the same ONS combined classification. ONS classification: Nearer - Higher deprivation - Residential.
- 2021 population
- +6,965 people
- Population change, 2001 to 2021
- +6.9 pp
- Economic inactivity
- -3.8 pp
- Employment change, 2015 to 2024
- +2.2 pp
- 2023 median house price
- +£35,000
- House-price growth, 2001 to 2023
- +20.9 pp
- Population aged under 25
- +0.1 pp
- Population aged 65 or over
- -1.3 pp
National peer
King's Lynn · E63009388
East of England. Nearest remaining complete England record. ONS classification: Further - Higher deprivation - Working.
- 2021 population
- -13,318 people
- Population change, 2001 to 2021
- +4.6 pp
- Economic inactivity
- -0.7 pp
- Employment change, 2015 to 2024
- +11.5 pp
- 2023 median house price
- -£7,250
- House-price growth, 2001 to 2023
- -0.4 pp
- Population aged under 25
- -0.9 pp
- Population aged 65 or over
- +0.3 pp
05 / Evidence synthesis
Swadlincote evidence synthesis: Employment change, 2015 to 2024, Population change, 2001 to 2021, House-price growth, 2001 to 2023
Swadlincote 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: Employment change, 2015 to 2024 → Population change, 2001 to 2021 → House-price growth, 2001 to 2023 → 2021 population → Population aged under 25 → Population aged 65 or over → Economic inactivity → 2023 median house price.
Furthest-to-nearest distance from the middle percentile: Employment change, 2015 to 2024 → Population change, 2001 to 2021 → House-price growth, 2001 to 2023 → 2021 population → 2023 median house price → Economic inactivity → Population aged 65 or over → Population aged under 25.
Regional peer
Employment change, 2015 to 2024: 22.2% · Hucknall delta -2.8 pp
The reviewed record positions Swadlincote at percentile 86.6 for employment change, 2015 to 2024; its published value is 22.2% and its band is upper quartile. The constrained regional comparison is Hucknall (E63008995). On this measure, Swadlincote minus that record is -2.8 pp; the selection basis is nearest complete record in east midlands. Treat this combination as a hypothesis about the separation of employer, worker and customer journeys, and test it through journey interviews plus measured form and contact outcomes. The responsible interpretation stops short of intent: employment change does not prove commercial search intent.
Classification peer
Population change, 2001 to 2021: 21.7% · Atherton delta +6.9 pp
At 21.7%, population change, 2001 to 2021 places Swadlincote in the upper quartile and at percentile 80.2 of the reviewed distribution. Using Atherton as the classification peer, the profile-minus-peer delta is +6.9 pp; the peer was selected because nearest complete record outside east midlands with the same ons combined classification. This evidence can narrow a discovery question around update cadence, ownership and change-ready content models, while dated user research and a documented content-review cycle supplies the user-level check the aggregate data cannot provide. The boundary is important: historic population change is neither a forecast nor a lead estimate.
National peer
House-price growth, 2001 to 2023: 250.9% · King's Lynn delta -0.4 pp
Swadlincote's house-price growth, 2001 to 2023 is 250.9%, a middle half result at percentile 73.8 among 936 complete England records. King's Lynn, the named national peer from East of England, differs by -0.4 pp when the calculation is Swadlincote minus peer. Nearest remaining complete England record. Its practical use is to frame—not answer—a question about how dated economic context is labelled and maintained; the next evidence should come from source-date checks and user tests for interpretation. The boundary is important: historic price growth cannot support a current revenue claim.
Swadlincote's evidence pattern combines the medium, non-coastal, residential 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: 34,286 people in 2021
Swadlincote's recorded population changed from 28,180 in 2001 to 34,286 in 2021 (+21.7%). 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: 18.4% aged 65 or over
The 2021 age-group series records 6,493 people aged 0 to 15, 3,170 aged 16 to 24, 18,323 aged 25 to 64 and 6,310 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: 36.5% economically inactive
ONS records economic inactivity at 36.5%. The published composition includes 22.1% retired, 4.7% long-term sick or disabled, 2.7% students and 4.3% looking after home or family. These categories support inclusive task design; they do not identify individual users or purchasing intent.
Economic context: £200,000 median house price in 2023
The median house-price series moved from £57,000 in 2001 to £180,000 in 2021 and £200,000 in 2023, a published change of +250.9%. 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
What evidence would show that the employment change, 2015 to 2024 contrast between Swadlincote and Hucknall should alter the separation of employer, worker and customer journeys, rather than remain background context?
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
Before prioritising update cadence, ownership and change-ready content models, which part of dated user research and a documented content-review cycle would verify whether this population change, 2001 to 2021 observation matters to users in Swadlincote?
Evidence basis: 21.7%, upper quartile, with Swadlincote minus the classification peer equal to +6.9 pp. Validation route: dated user research and a documented content-review cycle.
- 03
Where should the team record uncertainty when using Swadlincote's house-price growth, 2001 to 2023 value and the King's Lynn comparison to discuss how dated economic context is labelled and maintained?
This question is traceable to house-price growth, 2001 to 2023 at percentile 73.8 and a -0.4 pp profile-minus-peer difference, not to inferred local behaviour.
- 04
For Swadlincote's medium, non-coastal, residential built-up area, nearer to a major town or city classification, how should employment change, 2015 to 2024, population change, 2001 to 2021, house-price growth, 2001 to 2023 be tested as separate website hypotheses without turning the combined pattern into a claim about local demand?
Cross-check all three named comparisons—Hucknall, Atherton, King's Lynn—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
Swadlincote 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
Swadlincote 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
53.4% 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
Swadlincote recorded +21.7% population change from 2001 to 2021 and +22.2% 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 E63009392. 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 Swadlincote.
Mosalio does not claim an office, staff member, customer, or physical-delivery presence in Swadlincote.
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.