E63010267 /West Midlands evidence profile
West Midlands evidence profile
Stourport-on-Severn digital planning profile
Stourport-on-Severn is a medium, non-coastal built-up area in West Midlands. ONS records show a 2021 population of 20,302; 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
- E63010267
- ITL1 region
- West Midlands
- Coastal
- Non-coastal
- Income-deprivation flag
- Medium deprivation
02 / Context
Three comparisons, with the benchmark stated
4.9% below the 11.2% median across complete England records in this ONS file.
11.1% above the 0% dataset median.
33.1% 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
Highest decile · percentile position 91.1 of 100.
Lowest decile · percentile position 9 of 100.
Upper quartile · percentile position 86.4 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:bbc50b0ea71…e900c2e91bac
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 Stourport-on-Severn minus the named peer; a plus sign means the value recorded for Stourport-on-Severn is higher.
Regional peer
Great Malvern · E63010806
West Midlands. Nearest complete record in West Midlands. ONS classification: Nearer - Higher deprivation - Working.
- 2021 population
- -12,892 people
- Population change, 2001 to 2021
- +1.3 pp
- Economic inactivity
- -0.5 pp
- Employment change, 2015 to 2024
- -3.2 pp
- 2023 median house price
- -£57,000
- House-price growth, 2001 to 2023
- -15.1 pp
- Population aged under 25
- -1.4 pp
- Population aged 65 or over
- +1.5 pp
Classification peer
Saltash · E63014065
South West. Nearest complete record outside West Midlands with the same ONS combined classification. ONS classification: Nearer - Medium deprivation - Residential.
- 2021 population
- +5,057 people
- Population change, 2001 to 2021
- -1.6 pp
- Economic inactivity
- +0.7 pp
- Employment change, 2015 to 2024
- -3.2 pp
- 2023 median house price
- +£8,000
- House-price growth, 2001 to 2023
- -12.2 pp
- Population aged under 25
- -2 pp
- Population aged 65 or over
- +2 pp
National peer
Honiton · E63013757
South West. Nearest remaining complete England record. ONS classification: Nearer - Medium deprivation - Working.
- 2021 population
- +8,147 people
- Population change, 2001 to 2021
- -2.1 pp
- Economic inactivity
- +0.4 pp
- Employment change, 2015 to 2024
- 0 pp
- 2023 median house price
- -£42,000
- House-price growth, 2001 to 2023
- -9 pp
- Population aged under 25
- +0.1 pp
- Population aged 65 or over
- -0.8 pp
05 / Evidence synthesis
Stourport-on-Severn evidence synthesis: Population aged 65 or over, Population aged under 25, Economic inactivity
Stourport-on-Severn 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 65 or over → Economic inactivity → Employment change, 2015 to 2024 → 2021 population → 2023 median house price → Population change, 2001 to 2021 → House-price growth, 2001 to 2023 → Population aged under 25.
Furthest-to-nearest distance from the middle percentile: Population aged 65 or over → Population aged under 25 → Economic inactivity → House-price growth, 2001 to 2023 → Population change, 2001 to 2021 → Employment change, 2015 to 2024 → 2023 median house price → 2021 population.
Regional peer
Population aged 65 or over: 28.3% · Great Malvern delta +1.5 pp
Among the eight reviewed measures, population aged 65 or over stands out for Stourport-on-Severn at 28.3%; its percentile position is 91.1 and its band is highest decile. Using Great Malvern as the regional peer, the profile-minus-peer delta is +1.5 pp; the peer was selected because nearest complete record in west midlands. Use the contrast to prioritise research into readability, keyboard access and assisted alternatives. A decision should wait for inclusive usability sessions and accessibility conformance checks. It must not be over-read, because an age-group share does not determine digital ability.
Classification peer
Population aged under 25: 23.5% · Saltash delta -2 pp
Among the eight reviewed measures, population aged under 25 stands out for Stourport-on-Severn at 23.5%; its percentile position is 9 and its band is lowest decile. Against Saltash's reviewed classification record, the displayed delta is -2 pp. That comparator comes from the documented rule: nearest complete record outside west midlands with the same ons combined classification. For planning, document the observation beside mobile task speed, privacy explanation and channel continuity and require cross-device usability sessions without age-based assumptions before treating the idea as an accepted requirement. This remains contextual evidence—an age-group share does not determine channel preference.
National peer
Economic inactivity: 45.2% · Honiton delta +0.4 pp
The reviewed record positions Stourport-on-Severn at percentile 86.4 for economic inactivity; its published value is 45.2% and its band is upper quartile. Against Honiton's reviewed national record, the displayed delta is +0.4 pp. That comparator comes from the documented rule: nearest remaining complete england record. This evidence can narrow a discovery question around assisted, accessible and non-digital completion routes, while accessibility testing across real tasks and support-channel evidence supplies the user-level check the aggregate data cannot provide. This remains contextual evidence—an aggregate inactivity rate cannot describe an individual visitor.
The distinctive metrics are not interchangeable: population aged 65 or over, population aged under 25, economic inactivity each raise a different planning question when read beside Great Malvern, Saltash, Honiton. For Stourport-on-Severn, the safe next step is therefore three small verification tasks rather than one demographic persona, locality claim or generic area-page conclusion.
06 / Evidence interpretation
Planning signals before design decisions
Population context: 20,302 people in 2021
Stourport-on-Severn's recorded population changed from 19,090 in 2001 to 20,302 in 2021 (+6.3%). 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: 28.3% aged 65 or over
The 2021 age-group series records 3,178 people aged 0 to 15, 1,600 aged 16 to 24, 9,786 aged 25 to 64 and 5,756 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: 45.2% economically inactive
ONS records economic inactivity at 45.2%. The published composition includes 31.7% retired, 4.1% long-term sick or disabled, 2.8% students and 4% looking after home or family. These categories support inclusive task design; they do not identify individual users or purchasing intent.
Economic context: £243,000 median house price in 2023
The median house-price series moved from £83,500 in 2001 to £220,000 in 2021 and £243,000 in 2023, a published change of +191%. 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 Stourport-on-Severn's population aged 65 or over value and the Great Malvern comparison to discuss readability, keyboard access and assisted alternatives?
This question is traceable to population aged 65 or over at percentile 91.1 and a +1.5 pp profile-minus-peer difference, not to inferred local behaviour.
- 02
How should a prototype test mobile task speed, privacy explanation and channel continuity without assuming that Stourport-on-Severn's percentile 9 position predicts an individual user's needs?
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
Where should the team record uncertainty when using Stourport-on-Severn's economic inactivity value and the Honiton comparison to discuss assisted, accessible and non-digital completion routes?
Honiton is the constrained national reference and is classified as Nearer - Medium deprivation - Working; the question keeps an aggregate inactivity rate cannot describe an individual visitor as an explicit limit.
- 04
For Stourport-on-Severn's medium, non-coastal, residential built-up area, nearer to a major town or city classification, how should population aged 65 or over, population aged under 25, economic inactivity be tested as separate website hypotheses without turning the combined pattern into a claim about local demand?
Cross-check all three named comparisons—Great Malvern, Saltash, Honiton—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
Stourport-on-Severn 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
Stourport-on-Severn 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
Treat readability as a conversion requirement
28.3% 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
Stourport-on-Severn recorded +6.3% population change from 2001 to 2021 and +11.1% 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 E63010267. 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 Stourport-on-Severn.
Mosalio does not claim an office, staff member, customer, or physical-delivery presence in Stourport-on-Severn.
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.