E63009801 /West Midlands evidence profile
West Midlands evidence profile
Willenhall digital planning profile
Willenhall is a medium, non-coastal built-up area in West Midlands. ONS records show a 2021 population of 49,233; the population grew steadily 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
- E63009801
- ITL1 region
- West Midlands
- Coastal
- Non-coastal
- Income-deprivation flag
- Higher deprivation
02 / Context
Three comparisons, with the benchmark stated
2.5% below the 11.2% median across complete England records in this ONS file.
23.5% below the 0% dataset median.
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 3.2 of 100.
Upper quartile · percentile position 85.6 of 100.
Upper quartile · percentile position 81.4 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:f665aa7d0e8…13a1a6962c69
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 Willenhall minus the named peer; a plus sign means the value recorded for Willenhall is higher.
Regional peer
Brierley Hill · E63010024
West Midlands. Nearest complete record in West Midlands. ONS classification: Nearer - Higher deprivation - Working.
- 2021 population
- +16,922 people
- Population change, 2001 to 2021
- +3.9 pp
- Economic inactivity
- +2.7 pp
- Employment change, 2015 to 2024
- -13 pp
- 2023 median house price
- -£2,750
- House-price growth, 2001 to 2023
- +22.9 pp
- Population aged under 25
- +1.3 pp
- Population aged 65 or over
- -0.2 pp
Classification peer
Heanor · E63009017
East Midlands. Nearest complete record outside West Midlands with the same ONS combined classification. ONS classification: Nearer - Higher deprivation - Residential.
- 2021 population
- +24,969 people
- Population change, 2001 to 2021
- -3.5 pp
- Economic inactivity
- +2.6 pp
- Employment change, 2015 to 2024
- -11 pp
- 2023 median house price
- +£8,000
- House-price growth, 2001 to 2023
- -10.1 pp
- Population aged under 25
- +3.7 pp
- Population aged 65 or over
- -1.3 pp
National peer
Havant · E63013652
South East. Nearest remaining complete England record. ONS classification: Nearer - Higher deprivation - Working.
- 2021 population
- +2,269 people
- Population change, 2001 to 2021
- -0.8 pp
- Economic inactivity
- +2.2 pp
- Employment change, 2015 to 2024
- -7.5 pp
- 2023 median house price
- -£84,750
- House-price growth, 2001 to 2023
- +12.7 pp
- Population aged under 25
- +0.9 pp
- Population aged 65 or over
- -0.2 pp
05 / Evidence synthesis
Willenhall evidence synthesis: Employment change, 2015 to 2024, Population aged under 25, 2021 population
Willenhall 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: Population aged under 25 → 2021 population → Economic inactivity → House-price growth, 2001 to 2023 → Population change, 2001 to 2021 → Population aged 65 or over → 2023 median house price → Employment change, 2015 to 2024.
Furthest-to-nearest distance from the middle percentile: Employment change, 2015 to 2024 → Population aged under 25 → 2021 population → 2023 median house price → Population aged 65 or over → Economic inactivity → Population change, 2001 to 2021 → House-price growth, 2001 to 2023.
Regional peer
Employment change, 2015 to 2024: -23.5% · Brierley Hill delta -13 pp
Among the eight reviewed measures, employment change, 2015 to 2024 stands out for Willenhall at -23.5%; its percentile position is 3.2 and its band is lowest decile. For a bounded comparison rather than a national average, Brierley Hill supplies the regional reference; Willenhall is -13 pp from it on the displayed scale. A defensible brief can turn the pair into a verification task for the separation of employer, worker and customer journeys, using journey interviews plus measured form and contact outcomes before changing the information architecture. This remains contextual evidence—employment change does not prove commercial search intent.
Classification peer
Population aged under 25: 30.9% · Heanor delta +3.7 pp
The reviewed record positions Willenhall at percentile 85.6 for population aged under 25; its published value is 30.9% and its band is upper quartile. The constrained classification comparison is Heanor (E63009017). On this measure, Willenhall minus that record is +3.7 pp; the selection basis is nearest complete record outside west midlands with the same ons combined classification. A defensible brief can turn the pair into a verification task for mobile task speed, privacy explanation and channel continuity, using cross-device usability sessions without age-based assumptions before changing the information architecture. This remains contextual evidence—an age-group share does not determine channel preference.
National peer
2021 population: 49,233 · Havant delta +2,269 people
Among the eight reviewed measures, 2021 population stands out for Willenhall at 49,233; its percentile position is 81.4 and its band is upper quartile. Havant, the named national peer from South East, differs by +2,269 people when the calculation is Willenhall minus peer. Nearest remaining complete England record. Use the contrast to prioritise research into content hierarchy and service-capacity assumptions. A decision should wait for task-frequency interviews and observed completion data. This remains contextual evidence—population size does not establish addressable demand.
This synthesis gives Willenhall a bounded evidence trail: three furthest-from-middle measures, three named peers and the medium, non-coastal, residential built-up area, nearer to a major town or city classification. The combination is useful for deciding what to investigate, not for predicting enquiries. A website brief should preserve the source dates, validation method and reasons for accepting or rejecting each hypothesis.
06 / Evidence interpretation
Planning signals before design decisions
Population context: 49,233 people in 2021
Willenhall's recorded population changed from 45,275 in 2001 to 49,233 in 2021 (+8.7%). 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: 17.9% aged 65 or over
The 2021 age-group series records 10,372 people aged 0 to 15, 4,853 aged 16 to 24, 25,202 aged 25 to 64 and 8,803 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: 41.4% economically inactive
ONS records economic inactivity at 41.4%. The published composition includes 21.2% retired, 5.5% long-term sick or disabled, 4.6% students and 6.6% looking after home or family. These categories support inclusive task design; they do not identify individual users or purchasing intent.
Economic context: £181,000 median house price in 2023
The median house-price series moved from £55,000 in 2001 to £169,223 in 2021 and £181,000 in 2023, a published change of +229.1%. 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 Willenhall's employment change, 2015 to 2024 value and the Brierley Hill comparison to discuss the separation of employer, worker and customer journeys?
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
Where should the team record uncertainty when using Willenhall's population aged under 25 value and the Heanor comparison to discuss mobile task speed, privacy explanation and channel continuity?
Evidence basis: 30.9%, upper quartile, with Willenhall minus the classification peer equal to +3.7 pp. Validation route: cross-device usability sessions without age-based assumptions.
- 03
How should a prototype test content hierarchy and service-capacity assumptions without assuming that Willenhall's percentile 81.4 position predicts an individual user's needs?
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 Willenhall's medium, non-coastal, residential built-up area, nearer to a major town or city classification, how should employment change, 2015 to 2024, population aged under 25, 2021 population be tested as separate website hypotheses without turning the combined pattern into a claim about local demand?
Cross-check all three named comparisons—Brierley Hill, Heanor, Havant—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
Willenhall 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
Willenhall 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
30.9% 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
Willenhall recorded +8.7% population change from 2001 to 2021 and -23.5% 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 E63009801. 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 Willenhall.
Mosalio does not claim an office, staff member, customer, or physical-delivery presence in Willenhall.
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.