E63009802 /East Midlands evidence profile
East Midlands evidence profile
Oadby digital planning profile
Oadby is a medium, non-coastal built-up area in East Midlands. ONS records show a 2021 population of 24,039; the population grew steadily 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
- E63009802
- ITL1 region
- East Midlands
- Coastal
- Non-coastal
- Income-deprivation flag
- Lower deprivation
02 / Context
Three comparisons, with the benchmark stated
5.2% below the 11.2% median across complete England records in this ONS file.
16.7% above the 0% dataset median.
5.1% 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
Highest decile · percentile position 91.9 of 100.
Upper quartile · percentile position 81 of 100.
Upper quartile · percentile position 78.6 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:e80883426c8…61f38c7fcff5
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 Oadby minus the named peer; a plus sign means the value recorded for Oadby is higher.
Regional peer
West Bridgford · E63009156
East Midlands. Nearest complete record in East Midlands. ONS classification: Nearer - Lower deprivation - Working.
- 2021 population
- -12,450 people
- Population change, 2001 to 2021
- +0.2 pp
- Economic inactivity
- +7.5 pp
- Employment change, 2015 to 2024
- -2.1 pp
- 2023 median house price
- -£29,750
- House-price growth, 2001 to 2023
- +19.6 pp
- Population aged under 25
- +2.1 pp
- Population aged 65 or over
- +2.5 pp
Classification peer
Gatley · E63008502
North West. Nearest complete record outside East Midlands with the same ONS combined classification. ONS classification: Nearer - Lower deprivation - Residential.
- 2021 population
- +14,890 people
- Population change, 2001 to 2021
- -5 pp
- Economic inactivity
- +3.3 pp
- Employment change, 2015 to 2024
- 0 pp
- 2023 median house price
- -£67,500
- House-price growth, 2001 to 2023
- -4.2 pp
- Population aged under 25
- +4.3 pp
- Population aged 65 or over
- -2.3 pp
National peer
Falmouth · E63014202
South West. Nearest remaining complete England record. ONS classification: Further - Medium deprivation - Working.
- 2021 population
- -27 people
- Population change, 2001 to 2021
- -8.6 pp
- Economic inactivity
- -1.7 pp
- Employment change, 2015 to 2024
- -5.5 pp
- 2023 median house price
- +£4,500
- House-price growth, 2001 to 2023
- -35.2 pp
- Population aged under 25
- -1.8 pp
- Population aged 65 or over
- -1.4 pp
05 / Evidence synthesis
Oadby evidence synthesis: Population aged under 25, Economic inactivity, Employment change, 2015 to 2024
Oadby 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 → Economic inactivity → Employment change, 2015 to 2024 → 2023 median house price → 2021 population → House-price growth, 2001 to 2023 → Population aged 65 or over → Population change, 2001 to 2021.
Furthest-to-nearest distance from the middle percentile: Population aged under 25 → Economic inactivity → Employment change, 2015 to 2024 → 2023 median house price → Population change, 2001 to 2021 → 2021 population → Population aged 65 or over → House-price growth, 2001 to 2023.
Regional peer
Population aged under 25: 32.7% · West Bridgford delta +2.1 pp
The reviewed record positions Oadby at percentile 91.9 for population aged under 25; its published value is 32.7% and its band is highest decile. West Bridgford, the named regional peer from East Midlands, differs by +2.1 pp when the calculation is Oadby minus peer. Nearest complete record in East Midlands. 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. No user or market conclusion follows automatically; an age-group share does not determine channel preference.
Classification peer
Economic inactivity: 44% · Gatley delta +3.3 pp
Among the eight reviewed measures, economic inactivity stands out for Oadby at 44%; its percentile position is 81 and its band is upper quartile. The constrained classification comparison is Gatley (E63008502). On this measure, Oadby minus that record is +3.3 pp; the selection basis is nearest complete record outside east midlands with the same ons combined classification. A defensible brief can turn the pair into a verification task for assisted, accessible and non-digital completion routes, using accessibility testing across real tasks and support-channel evidence before changing the information architecture. No user or market conclusion follows automatically; an aggregate inactivity rate cannot describe an individual visitor.
National peer
Employment change, 2015 to 2024: 16.7% · Falmouth delta -5.5 pp
Oadby's employment change, 2015 to 2024 is 16.7%, a upper quartile result at percentile 78.6 among 936 complete England records. The same-source national check uses Falmouth, classified as Further - Medium deprivation - Working. The Oadby-minus-Falmouth delta on this metric is -5.5 pp. Its practical use is to frame—not answer—a question about the separation of employer, worker and customer journeys; the next evidence should come from journey interviews plus measured form and contact outcomes. No user or market conclusion follows automatically; employment change does not prove commercial search intent.
Together, population aged under 25, economic inactivity, employment change, 2015 to 2024 and the constrained comparisons with West Bridgford, Gatley, Falmouth create three separate research tracks for Oadby. They do not form a demand score. Keep each hypothesis independently testable, record contradictory findings and remove a planning assumption when user evidence does not support it.
06 / Evidence interpretation
Planning signals before design decisions
Population context: 24,039 people in 2021
Oadby's recorded population changed from 22,679 in 2001 to 24,039 in 2021 (+6%). 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: 19.8% aged 65 or over
The 2021 age-group series records 4,420 people aged 0 to 15, 3,436 aged 16 to 24, 11,415 aged 25 to 64 and 4,745 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% economically inactive
ONS records economic inactivity at 44%. The published composition includes 23% retired, 2.4% long-term sick or disabled, 11.6% 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: £332,500 median house price in 2023
The median house-price series moved from £101,000 in 2001 to £308,000 in 2021 and £332,500 in 2023, a published change of +229.2%. 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 Oadby's population aged under 25 value and the West Bridgford comparison to discuss mobile task speed, privacy explanation and channel continuity?
This question is traceable to population aged under 25 at percentile 91.9 and a +2.1 pp profile-minus-peer difference, not to inferred local behaviour.
- 02
What evidence would show that the economic inactivity contrast between Oadby and Gatley should alter assisted, accessible and non-digital completion routes, rather than remain background context?
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
If the national peer delta of -5.5 pp is included in a brief, what decision about the separation of employer, worker and customer journeys could it inform and what result would falsify that hypothesis?
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 Oadby's medium, non-coastal, residential built-up area, nearer to a major town or city classification, how should population aged under 25, economic inactivity, 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—West Bridgford, Gatley, Falmouth—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
Oadby 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
Oadby 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
32.7% 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
Oadby recorded +6% population change from 2001 to 2021 and +16.7% 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 E63009802. 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 Oadby.
Mosalio does not claim an office, staff member, customer, or physical-delivery presence in Oadby.
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.