E63009878 /East of England evidence profile
East of England evidence profile
March digital planning profile
March is a medium, non-coastal built-up area in East of England. ONS records show a 2021 population of 21,042; 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
- E63009878
- ITL1 region
- East of England
- Coastal
- Non-coastal
- Income-deprivation flag
- Higher deprivation
02 / Context
Three comparisons, with the benchmark stated
5.4% above the 11.2% median across complete England records in this ONS file.
in line with the 0% dataset median.
2.4% below 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 78.8 of 100.
Upper quartile · percentile position 77.7 of 100.
Middle half · percentile position 68.6 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:f24c68035b7…c77c64e6a7ad
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 March minus the named peer; a plus sign means the value recorded for March is higher.
Regional peer
Maldon · E63011577
East of England. Nearest complete record in East of England. ONS classification: Nearer - Medium deprivation - Working.
- 2021 population
- -2,347 people
- Population change, 2001 to 2021
- +4.5 pp
- Economic inactivity
- +3.2 pp
- Employment change, 2015 to 2024
- 0 pp
- 2023 median house price
- -£113,000
- House-price growth, 2001 to 2023
- +5 pp
- Population aged under 25
- +0.3 pp
- Population aged 65 or over
- +0.7 pp
Classification peer
Camborne · E63014169
South West. Nearest complete record outside East of England with the same ONS combined classification. ONS classification: Further - Higher deprivation - Residential.
- 2021 population
- +597 people
- Population change, 2001 to 2021
- -4.1 pp
- Economic inactivity
- -0.5 pp
- Employment change, 2015 to 2024
- 0 pp
- 2023 median house price
- +£25,000
- House-price growth, 2001 to 2023
- -11.9 pp
- Population aged under 25
- -2.1 pp
- Population aged 65 or over
- +3.4 pp
National peer
St Austell · E63014099
South West. Nearest remaining complete England record. ONS classification: Further - Higher deprivation - Working.
- 2021 population
- -3,319 people
- Population change, 2001 to 2021
- -4.9 pp
- Economic inactivity
- -0.4 pp
- Employment change, 2015 to 2024
- 0 pp
- 2023 median house price
- -£25,000
- House-price growth, 2001 to 2023
- +9.2 pp
- Population aged under 25
- -0.8 pp
- Population aged 65 or over
- +1.6 pp
05 / Evidence synthesis
March evidence synthesis: Population aged 65 or over, Economic inactivity, Population change, 2001 to 2021
March is recorded as a medium, non-coastal, residential 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 65 or over → Economic inactivity → Population change, 2001 to 2021 → 2021 population → House-price growth, 2001 to 2023 → Employment change, 2015 to 2024 → 2023 median house price → Population aged under 25.
Furthest-to-nearest distance from the middle percentile: Population aged 65 or over → Economic inactivity → Population change, 2001 to 2021 → Population aged under 25 → 2023 median house price → Employment change, 2015 to 2024 → 2021 population → House-price growth, 2001 to 2023.
Regional peer
Population aged 65 or over: 24.6% · Maldon delta +0.7 pp
Population aged 65 or over is one of March's three furthest-from-middle observations: 24.6%, percentile 78.8, upper quartile. The constrained regional comparison is Maldon (E63011577). On this measure, March minus that record is +0.7 pp; the selection basis is nearest complete record in east of england. For planning, document the observation beside readability, keyboard access and assisted alternatives and require inclusive usability sessions and accessibility conformance checks before treating the idea as an accepted requirement. This remains contextual evidence—an age-group share does not determine digital ability.
Classification peer
Economic inactivity: 43.5% · Camborne delta -0.5 pp
The reviewed record positions March at percentile 77.7 for economic inactivity; its published value is 43.5% and its band is upper quartile. For a bounded comparison rather than a national average, Camborne supplies the classification reference; March is -0.5 pp from it on the displayed scale. Treat this combination as a hypothesis about assisted, accessible and non-digital completion routes, and test it through accessibility testing across real tasks and support-channel evidence. It must not be over-read, because an aggregate inactivity rate cannot describe an individual visitor.
National peer
Population change, 2001 to 2021: 16.6% · St Austell delta -4.9 pp
For population change, 2001 to 2021, the source reports 16.6% for March. That sits in the middle half, 18.6 percentile points from the middle position. The constrained national comparison is St Austell (E63014099). On this measure, March minus that record is -4.9 pp; the selection basis is nearest remaining complete england record. 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. Keep the inference narrow: historic population change is neither a forecast nor a lead estimate.
Together, population aged 65 or over, economic inactivity, population change, 2001 to 2021 and the constrained comparisons with Maldon, Camborne, St Austell create three separate research tracks for March. 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: 21,042 people in 2021
March's recorded population changed from 18,040 in 2001 to 21,042 in 2021 (+16.6%). 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: 24.6% aged 65 or over
The 2021 age-group series records 3,691 people aged 0 to 15, 1,820 aged 16 to 24, 10,366 aged 25 to 64 and 5,168 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: 43.5% economically inactive
ONS records economic inactivity at 43.5%. The published composition includes 28.8% retired, 4.8% long-term sick or disabled, 2.9% students and 4.9% looking after home or family. These categories support inclusive task design; they do not identify individual users or purchasing intent.
Economic context: £225,000 median house price in 2023
The median house-price series moved from £69,950 in 2001 to £210,000 in 2021 and £225,000 in 2023, a published change of +221.7%. 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
If the regional peer delta of +0.7 pp is included in a brief, what decision about readability, keyboard access and assisted alternatives could it inform and what result would falsify that hypothesis?
Evidence basis: 24.6%, upper quartile, with March minus the regional peer equal to +0.7 pp. Validation route: inclusive usability sessions and accessibility conformance checks.
- 02
Where should the team record uncertainty when using March's economic inactivity value and the Camborne comparison to discuss assisted, accessible and non-digital completion routes?
Camborne is the constrained classification reference and is classified as Further - Higher deprivation - Residential; the question keeps an aggregate inactivity rate cannot describe an individual visitor as an explicit limit.
- 03
Where should the team record uncertainty when using March's population change, 2001 to 2021 value and the St Austell comparison to discuss update cadence, ownership and change-ready content models?
Evidence basis: 16.6%, middle half, with March minus the national peer equal to -4.9 pp. Validation route: dated user research and a documented content-review cycle.
- 04
For March's medium, non-coastal, residential built-up area, further from a major town or city classification, how should population aged 65 or over, economic inactivity, population change, 2001 to 2021 be tested as separate website hypotheses without turning the combined pattern into a claim about local demand?
Cross-check all three named comparisons—Maldon, Camborne, St Austell—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
March 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
Let the page complete the decision remotely
March 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
Treat readability as a conversion requirement
24.6% of the recorded 2021 age-group total is aged 65 or over. Use plain language, strong focus states, generous type, keyboard-operable controls and a non-digital contact alternative; validate these choices with real users rather than assuming age determines ability.
- 04
Prepare the content model for change
March recorded +16.6% 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 E63009878. 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 March.
Mosalio does not claim an office, staff member, customer, or physical-delivery presence in March.
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.