E63009668 /East of England evidence profile
East of England evidence profile
Great Yarmouth digital planning profile
Great Yarmouth is a medium, coastal built-up area in East of England. ONS records show a 2021 population of 28,979; the population expanded quickly between 2001 and 2021, while the 2015 to 2024 employment series shows a material 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
- E63009668
- ITL1 region
- East of England
- Coastal
- Coastal
- Income-deprivation flag
- Higher deprivation
02 / Context
Three comparisons, with the benchmark stated
7% above the 11.2% median across complete England records in this ONS file.
10.5% below the 0% dataset median.
4.5% 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
Lowest decile · percentile position 6.3 of 100.
Upper quartile · percentile position 87.9 of 100.
Lower quartile · percentile position 14.5 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:a515b65fba6…d56671e11e47
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 Great Yarmouth minus the named peer; a plus sign means the value recorded for Great Yarmouth is higher.
Regional peer
King's Lynn · E63009388
East of England. Nearest complete record in East of England. ONS classification: Further - Higher deprivation - Working.
- 2021 population
- -18,625 people
- Population change, 2001 to 2021
- +1.1 pp
- Economic inactivity
- +7.5 pp
- Employment change, 2015 to 2024
- -21.2 pp
- 2023 median house price
- -£69,250
- House-price growth, 2001 to 2023
- -22.7 pp
- Population aged under 25
- +2.5 pp
- Population aged 65 or over
- -2.4 pp
Classification peer
Workington · E63007362
North West. Nearest complete record outside East of England with the same ONS combined classification. ONS classification: Further - Higher deprivation - Working.
- 2021 population
- +7,703 people
- Population change, 2001 to 2021
- +15 pp
- Economic inactivity
- +2.4 pp
- Employment change, 2015 to 2024
- +7.7 pp
- 2023 median house price
- +£18,000
- House-price growth, 2001 to 2023
- -14.3 pp
- Population aged under 25
- +4 pp
- Population aged 65 or over
- -4.1 pp
National peer
Cradley Heath · E63010032
West Midlands. Nearest remaining complete England record. ONS classification: Nearer - Higher deprivation - Residential.
- 2021 population
- +10,160 people
- Population change, 2001 to 2021
- 0 pp
- Economic inactivity
- +4 pp
- Employment change, 2015 to 2024
- -10.5 pp
- 2023 median house price
- -£52,000
- House-price growth, 2001 to 2023
- +11.9 pp
- Population aged under 25
- +0.2 pp
- Population aged 65 or over
- -0.8 pp
05 / Evidence synthesis
Great Yarmouth evidence synthesis: 2023 median house price, Population aged under 25, Population aged 65 or over
Great Yarmouth is recorded as a medium, coastal, working built-up area, further from 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 aged under 25 → Economic inactivity → Population change, 2001 to 2021 → 2021 population → House-price growth, 2001 to 2023 → Employment change, 2015 to 2024 → Population aged 65 or over → 2023 median house price.
Furthest-to-nearest distance from the middle percentile: 2023 median house price → Population aged under 25 → Population aged 65 or over → Economic inactivity → Employment change, 2015 to 2024 → Population change, 2001 to 2021 → 2021 population → House-price growth, 2001 to 2023.
Regional peer
2023 median house price: £138,000 · King's Lynn delta -£69,250
For 2023 median house price, the source reports £138,000 for Great Yarmouth. That sits in the lowest decile, 43.7 percentile points from the middle position. King's Lynn, the named regional peer from East of England, differs by -£69,250 when the calculation is Great Yarmouth minus peer. Nearest complete record in East of England. This evidence can narrow a discovery question around pricing clarity, qualification steps and expectation setting, while comprehension tests using the organisation's real offer and fees supplies the user-level check the aggregate data cannot provide. This remains contextual evidence—a median house price is not a household affordability measure.
Classification peer
Population aged under 25: 31.6% · Workington delta +4 pp
The reviewed record positions Great Yarmouth at percentile 87.9 for population aged under 25; its published value is 31.6% and its band is upper quartile. The same-source classification check uses Workington, classified as Further - Higher deprivation - Working. The Great Yarmouth-minus-Workington delta on this metric is +4 pp. This evidence can narrow a discovery question around mobile task speed, privacy explanation and channel continuity, while cross-device usability sessions without age-based assumptions supplies the user-level check the aggregate data cannot provide. No user or market conclusion follows automatically; an age-group share does not determine channel preference.
National peer
Population aged 65 or over: 15.7% · Cradley Heath delta -0.8 pp
Among the eight reviewed measures, population aged 65 or over stands out for Great Yarmouth at 15.7%; its percentile position is 14.5 and its band is lower quartile. For a bounded comparison rather than a national average, Cradley Heath supplies the national reference; Great Yarmouth is -0.8 pp from it on the displayed scale. Treat this combination as a hypothesis about readability, keyboard access and assisted alternatives, and test it through inclusive usability sessions and accessibility conformance checks. The responsible interpretation stops short of intent: an age-group share does not determine digital ability.
Great Yarmouth's evidence pattern combines the medium, coastal, working built-up area, further from 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: 28,979 people in 2021
Great Yarmouth's recorded population changed from 24,514 in 2001 to 28,979 in 2021 (+18.2%). 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: 15.7% aged 65 or over
The 2021 age-group series records 6,000 people aged 0 to 15, 3,155 aged 16 to 24, 15,301 aged 25 to 64 and 4,549 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: 44.7% economically inactive
ONS records economic inactivity at 44.7%. The published composition includes 18% retired, 9.2% long-term sick or disabled, 4.7% students and 7.4% looking after home or family. These categories support inclusive task design; they do not identify individual users or purchasing intent.
Economic context: £138,000 median house price in 2023
The median house-price series moved from £42,000 in 2001 to £130,000 in 2021 and £138,000 in 2023, a published change of +228.6%. 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
How should a prototype test pricing clarity, qualification steps and expectation setting without assuming that Great Yarmouth's percentile 6.3 position predicts an individual user's needs?
King's Lynn is the constrained regional reference and is classified as Further - Higher deprivation - Working; the question keeps a median house price is not a household affordability measure as an explicit limit.
- 02
If the classification peer delta of +4 pp is included in a brief, what decision about mobile task speed, privacy explanation and channel continuity could it inform and what result would falsify that hypothesis?
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
Which real user task would justify changing readability, keyboard access and assisted alternatives after seeing Great Yarmouth's population aged 65 or over position and its -0.8 pp difference from Cradley Heath?
Cradley Heath is the constrained national reference and is classified as Nearer - Higher deprivation - Residential; the question keeps an age-group share does not determine digital ability as an explicit limit.
- 04
For Great Yarmouth's medium, coastal, working built-up area, further from a major town or city classification, how should 2023 median house price, population aged under 25, 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—King's Lynn, Workington, Cradley Heath—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
Great Yarmouth 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
Let the page complete the decision remotely
Great Yarmouth is further from a major town or city in the ONS classification. Put scope, process, timelines, accessibility options and meeting arrangements on the page so a user can evaluate fit without assuming a nearby branch or travelling for basic information.
- 03
Support quick comparison without hiding detail
31.6% 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
Prepare the content model for change
Great Yarmouth recorded +18.2% population change from 2001 to 2021 and -10.5% 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 E63009668. 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 Great Yarmouth.
Mosalio does not claim an office, staff member, customer, or physical-delivery presence in Great Yarmouth.
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.