E63009526 /East Midlands evidence profile
East Midlands evidence profile
Coalville digital planning profile
Coalville is a medium, non-coastal built-up area in East Midlands. ONS records show a 2021 population of 21,975; the population expanded quickly 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
- E63009526
- ITL1 region
- East Midlands
- Coastal
- Non-coastal
- Income-deprivation flag
- Higher deprivation
02 / Context
Three comparisons, with the benchmark stated
14.1% above the 11.2% median across complete England records in this ONS file.
in line with the 0% dataset median.
23.1% 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
Upper quartile · percentile position 84.2 of 100.
Lower quartile · percentile position 19.7 of 100.
Lower quartile · percentile position 20.6 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:b201a9436a1…26f7bcaca8f0
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 Coalville minus the named peer; a plus sign means the value recorded for Coalville is higher.
Regional peer
Boston · E63009059
East Midlands. Nearest complete record in East Midlands. ONS classification: Further - Higher deprivation - Mixed.
- 2021 population
- -23,052 people
- Population change, 2001 to 2021
- -1.8 pp
- Economic inactivity
- -0.1 pp
- Employment change, 2015 to 2024
- 0 pp
- 2023 median house price
- +£75,000
- House-price growth, 2001 to 2023
- +7.7 pp
- Population aged under 25
- 0 pp
- Population aged 65 or over
- -0.8 pp
Classification peer
Sittingbourne · E63012359
South East. Nearest complete record outside East Midlands with the same ONS combined classification. ONS classification: Nearer - Higher deprivation - Working.
- 2021 population
- -31,930 people
- Population change, 2001 to 2021
- -0.7 pp
- Economic inactivity
- -0.8 pp
- Employment change, 2015 to 2024
- -4.5 pp
- 2023 median house price
- -£48,500
- House-price growth, 2001 to 2023
- +4.1 pp
- Population aged under 25
- -1.6 pp
- Population aged 65 or over
- 0 pp
National peer
Thetford · E63010071
East of England. Nearest remaining complete England record. ONS classification: Further - Higher deprivation - Working.
- 2021 population
- -3,527 people
- Population change, 2001 to 2021
- +9.5 pp
- Economic inactivity
- +1.8 pp
- Employment change, 2015 to 2024
- 0 pp
- 2023 median house price
- +£40,000
- House-price growth, 2001 to 2023
- -0.6 pp
- Population aged under 25
- -0.9 pp
- Population aged 65 or over
- +1 pp
05 / Evidence synthesis
Coalville evidence synthesis: Population change, 2001 to 2021, Economic inactivity, Population aged 65 or over
Coalville 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: Population change, 2001 to 2021 → Population aged under 25 → House-price growth, 2001 to 2023 → 2021 population → 2023 median house price → Employment change, 2015 to 2024 → Population aged 65 or over → Economic inactivity.
Furthest-to-nearest distance from the middle percentile: Population change, 2001 to 2021 → Economic inactivity → Population aged 65 or over → Population aged under 25 → House-price growth, 2001 to 2023 → Employment change, 2015 to 2024 → 2021 population → 2023 median house price.
Regional peer
Population change, 2001 to 2021: 25.3% · Boston delta -1.8 pp
At 25.3%, population change, 2001 to 2021 places Coalville in the upper quartile and at percentile 84.2 of the reviewed distribution. Against Boston's reviewed regional record, the displayed delta is -1.8 pp. That comparator comes from the documented rule: nearest complete record in east midlands. For planning, document the observation beside update cadence, ownership and change-ready content models and require dated user research and a documented content-review cycle before treating the idea as an accepted requirement. Keep the inference narrow: historic population change is neither a forecast nor a lead estimate.
Classification peer
Economic inactivity: 35.5% · Sittingbourne delta -0.8 pp
At 35.5%, economic inactivity places Coalville in the lower quartile and at percentile 19.7 of the reviewed distribution. The constrained classification comparison is Sittingbourne (E63012359). On this measure, Coalville minus that record is -0.8 pp; the selection basis is nearest complete record outside east midlands with the same ons combined classification. This evidence can narrow a discovery question around assisted, accessible and non-digital completion routes, while accessibility testing across real tasks and support-channel evidence supplies the user-level check the aggregate data cannot provide. The responsible interpretation stops short of intent: an aggregate inactivity rate cannot describe an individual visitor.
National peer
Population aged 65 or over: 16.8% · Thetford delta +1 pp
At 16.8%, population aged 65 or over places Coalville in the lower quartile and at percentile 20.6 of the reviewed distribution. The constrained national comparison is Thetford (E63010071). On this measure, Coalville minus that record is +1 pp; the selection basis is nearest remaining complete england record. Use the contrast to prioritise research into readability, keyboard access and assisted alternatives. A decision should wait for inclusive usability sessions and accessibility conformance checks. The responsible interpretation stops short of intent: an age-group share does not determine digital ability.
The distinctive metrics are not interchangeable: population change, 2001 to 2021, economic inactivity, population aged 65 or over each raise a different planning question when read beside Boston, Sittingbourne, Thetford. For Coalville, 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: 21,975 people in 2021
Coalville's recorded population changed from 17,537 in 2001 to 21,975 in 2021 (+25.3%). 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: 16.8% aged 65 or over
The 2021 age-group series records 4,268 people aged 0 to 15, 2,165 aged 16 to 24, 11,853 aged 25 to 64 and 3,683 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: 35.5% economically inactive
ONS records economic inactivity at 35.5%. The published composition includes 20.4% retired, 4.3% long-term sick or disabled, 3.6% students and 4.6% looking after home or family. These categories support inclusive task design; they do not identify individual users or purchasing intent.
Economic context: £250,000 median house price in 2023
The median house-price series moved from £72,000 in 2001 to £205,500 in 2021 and £250,000 in 2023, a published change of +247.2%. 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 Coalville's population change, 2001 to 2021 value and the Boston comparison to discuss update cadence, ownership and change-ready content models?
This question is traceable to population change, 2001 to 2021 at percentile 84.2 and a -1.8 pp profile-minus-peer difference, not to inferred local behaviour.
- 02
If the classification peer delta of -0.8 pp is included in a brief, what decision about assisted, accessible and non-digital completion routes could it inform and what result would falsify that hypothesis?
Sittingbourne is the constrained classification reference and is classified as Nearer - Higher deprivation - Working; the question keeps an aggregate inactivity rate cannot describe an individual visitor as an explicit limit.
- 03
Before prioritising readability, keyboard access and assisted alternatives, which part of inclusive usability sessions and accessibility conformance checks would verify whether this population aged 65 or over observation matters to users in Coalville?
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 Coalville's medium, non-coastal, working built-up area, nearer to a major town or city classification, how should population change, 2001 to 2021, economic inactivity, population aged 65 or over be tested as separate website hypotheses without turning the combined pattern into a claim about local demand?
Cross-check all three named comparisons—Boston, Sittingbourne, Thetford—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
Coalville 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
Coalville 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% 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
Coalville recorded +25.3% population change from 2001 to 2021 and 0% 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 E63009526. 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 Coalville.
Mosalio does not claim an office, staff member, customer, or physical-delivery presence in Coalville.
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.