E63009970 /West Midlands evidence profile
West Midlands evidence profile
Rowley Regis digital planning profile
Rowley Regis is a medium, non-coastal built-up area in West Midlands. ONS records show a 2021 population of 39,052; the population expanded quickly 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
- E63009970
- ITL1 region
- West Midlands
- Coastal
- Non-coastal
- Income-deprivation flag
- Higher deprivation
02 / Context
Three comparisons, with the benchmark stated
9.2% above the 11.2% median across complete England records in this ONS file.
20% above the 0% dataset median.
22.4% 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 90.7 of 100.
Lower quartile · percentile position 13.4 of 100.
Upper quartile · percentile position 83.7 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: sha256:1aaa4997ce0…e6e72de65249
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 Rowley Regis minus the named peer; a plus sign means the value recorded for Rowley Regis is higher.
Regional peer
Tipton · E63009939
West Midlands. Nearest complete record in West Midlands. ONS classification: Nearer - Higher deprivation - Residential.
- 2021 population
- -8,150 people
- Population change, 2001 to 2021
- -4.6 pp
- Economic inactivity
- -1.8 pp
- Employment change, 2015 to 2024
- +20 pp
- 2023 median house price
- +£12,000
- House-price growth, 2001 to 2023
- -19.8 pp
- Population aged under 25
- -1 pp
- Population aged 65 or over
- +1.8 pp
Classification peer
Gravesend · E63012186
South East. Nearest complete record outside West Midlands with the same ONS combined classification. ONS classification: Nearer - Higher deprivation - Residential.
- 2021 population
- -18,501 people
- Population change, 2001 to 2021
- +7.6 pp
- Economic inactivity
- +2.7 pp
- Employment change, 2015 to 2024
- 0 pp
- 2023 median house price
- -£128,000
- House-price growth, 2001 to 2023
- -3 pp
- Population aged under 25
- +1 pp
- Population aged 65 or over
- -0.1 pp
National peer
Wythenshawe · E63008510
North West. Nearest remaining complete England record. ONS classification: Nearer - Higher deprivation - Working.
- 2021 population
- -51,884 people
- Population change, 2001 to 2021
- +3.5 pp
- Economic inactivity
- -1 pp
- Employment change, 2015 to 2024
- +12.7 pp
- 2023 median house price
- -£53,000
- House-price growth, 2001 to 2023
- -10.6 pp
- Population aged under 25
- +0.1 pp
- Population aged 65 or over
- +0.9 pp
05 / Evidence synthesis
Rowley Regis evidence synthesis: Population aged under 25, Population aged 65 or over, Employment change, 2015 to 2024
Rowley Regis 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 → Employment change, 2015 to 2024 → Population change, 2001 to 2021 → 2021 population → House-price growth, 2001 to 2023 → Economic inactivity → 2023 median house price → Population aged 65 or over.
Furthest-to-nearest distance from the middle percentile: Population aged under 25 → Population aged 65 or over → Employment change, 2015 to 2024 → Population change, 2001 to 2021 → 2021 population → 2023 median house price → House-price growth, 2001 to 2023 → Economic inactivity.
Regional peer
Population aged under 25: 32.4% · Tipton delta -1 pp
The reviewed record positions Rowley Regis at percentile 90.7 for population aged under 25; its published value is 32.4% and its band is highest decile. Tipton, the named regional peer from West Midlands, differs by -1 pp when the calculation is Rowley Regis minus peer. Nearest complete record in West Midlands. Use the contrast to prioritise research into mobile task speed, privacy explanation and channel continuity. A decision should wait for cross-device usability sessions without age-based assumptions. It must not be over-read, because an age-group share does not determine channel preference.
Classification peer
Population aged 65 or over: 15.6% · Gravesend delta -0.1 pp
At 15.6%, population aged 65 or over places Rowley Regis in the lower quartile and at percentile 13.4 of the reviewed distribution. Against Gravesend's reviewed classification record, the displayed delta is -0.1 pp. That comparator comes from the documented rule: nearest complete record outside west midlands with the same ons combined classification. Treat this combination as a hypothesis about readability, keyboard access and assisted alternatives, and test it through inclusive usability sessions and accessibility conformance checks. No user or market conclusion follows automatically; an age-group share does not determine digital ability.
National peer
Employment change, 2015 to 2024: 20% · Wythenshawe delta +12.7 pp
At 20%, employment change, 2015 to 2024 places Rowley Regis in the upper quartile and at percentile 83.7 of the reviewed distribution. Using Wythenshawe as the national peer, the profile-minus-peer delta is +12.7 pp; the peer was selected because nearest remaining complete england record. 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.
Rowley Regis's evidence pattern combines the medium, non-coastal, residential built-up area, nearer to 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: 39,052 people in 2021
Rowley Regis's recorded population changed from 32,430 in 2001 to 39,052 in 2021 (+20.4%). 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: 15.6% aged 65 or over
The 2021 age-group series records 8,579 people aged 0 to 15, 4,061 aged 16 to 24, 20,306 aged 25 to 64 and 6,072 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: 39% economically inactive
ONS records economic inactivity at 39%. The published composition includes 18.9% retired, 5% long-term sick or disabled, 5.1% students and 6.2% looking after home or family. These categories support inclusive task design; they do not identify individual users or purchasing intent.
Economic context: £197,000 median house price in 2023
The median house-price series moved from £56,850 in 2001 to £177,500 in 2021 and £197,000 in 2023, a published change of +246.5%. 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
What evidence would show that the population aged under 25 contrast between Rowley Regis and Tipton should alter mobile task speed, privacy explanation and channel continuity, rather than remain background context?
Evidence basis: 32.4%, highest decile, with Rowley Regis minus the regional peer equal to -1 pp. Validation route: cross-device usability sessions without age-based assumptions.
- 02
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 Rowley Regis?
Gravesend is the constrained classification 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.
- 03
Before prioritising the separation of employer, worker and customer journeys, which part of journey interviews plus measured form and contact outcomes would verify whether this employment change, 2015 to 2024 observation matters to users in Rowley Regis?
This question is traceable to employment change, 2015 to 2024 at percentile 83.7 and a +12.7 pp profile-minus-peer difference, not to inferred local behaviour.
- 04
For Rowley Regis's medium, non-coastal, residential built-up area, nearer to a major town or city classification, how should population aged under 25, population aged 65 or over, 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—Tipton, Gravesend, Wythenshawe—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
Rowley Regis 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
Rowley Regis 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
32.4% 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
Rowley Regis recorded +20.4% population change from 2001 to 2021 and +20% 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 E63009970. 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 Rowley Regis.
Mosalio does not claim an office, staff member, customer, or physical-delivery presence in Rowley Regis.
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.