E63010924 /East of England evidence profile
East of England evidence profile
Sudbury digital planning profile
Sudbury is a medium, non-coastal built-up area in East of England. ONS records show a 2021 population of 23,922; 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
- E63010924
- ITL1 region
- East of England
- Coastal
- Non-coastal
- Income-deprivation flag
- Higher deprivation
02 / Context
Three comparisons, with the benchmark stated
7.3% above the 11.2% median across complete England records in this ONS file.
in line with the 0% dataset median.
32.7% 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
Upper quartile · percentile position 77.5 of 100.
Middle half · percentile position 74.8 of 100.
Middle half · percentile position 70.1 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: sha256:2884999690e…6ec090590082
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 Sudbury minus the named peer; a plus sign means the value recorded for Sudbury is higher.
Regional peer
Bury St Edmunds · E63010423
East of England. Nearest complete record in East of England. ONS classification: Further - Medium deprivation - Working.
- 2021 population
- -17,357 people
- Population change, 2001 to 2021
- +1.4 pp
- Economic inactivity
- +2.3 pp
- Employment change, 2015 to 2024
- -6.5 pp
- 2023 median house price
- -£10,250
- House-price growth, 2001 to 2023
- +24.4 pp
- Population aged under 25
- +0.9 pp
- Population aged 65 or over
- +0.8 pp
Classification peer
Barnstaple · E63013112
South West. Nearest complete record outside East of England with the same ONS combined classification. ONS classification: Further - Higher deprivation - Working.
- 2021 population
- -7,349 people
- Population change, 2001 to 2021
- +3.9 pp
- Economic inactivity
- +0.2 pp
- Employment change, 2015 to 2024
- -4.8 pp
- 2023 median house price
- +£27,750
- House-price growth, 2001 to 2023
- +28.3 pp
- Population aged under 25
- -0.6 pp
- Population aged 65 or over
- +1.4 pp
National peer
Faversham · E63012448
South East. Nearest remaining complete England record. ONS classification: Nearer - Higher deprivation - Mixed.
- 2021 population
- +3,232 people
- Population change, 2001 to 2021
- +5 pp
- Economic inactivity
- -0.2 pp
- Employment change, 2015 to 2024
- 0 pp
- 2023 median house price
- -£37,750
- House-price growth, 2001 to 2023
- -12.5 pp
- Population aged under 25
- -0.3 pp
- Population aged 65 or over
- +1.3 pp
05 / Evidence synthesis
Sudbury evidence synthesis: House-price growth, 2001 to 2023, Population change, 2001 to 2021, Population aged 65 or over
Sudbury is recorded as a medium, non-coastal, working 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: House-price growth, 2001 to 2023 → Population change, 2001 to 2021 → Population aged 65 or over → 2021 population → 2023 median house price → Economic inactivity → Population aged under 25 → Employment change, 2015 to 2024.
Furthest-to-nearest distance from the middle percentile: House-price growth, 2001 to 2023 → Population change, 2001 to 2021 → Population aged 65 or over → Employment change, 2015 to 2024 → 2021 population → Population aged under 25 → 2023 median house price → Economic inactivity.
Regional peer
House-price growth, 2001 to 2023: 256.8% · Bury St Edmunds delta +24.4 pp
Sudbury's house-price growth, 2001 to 2023 is 256.8%, a upper quartile result at percentile 77.5 among 936 complete England records. The same-source regional check uses Bury St Edmunds, classified as Further - Medium deprivation - Working. The Sudbury-minus-Bury St Edmunds delta on this metric is +24.4 pp. Treat this combination as a hypothesis about how dated economic context is labelled and maintained, and test it through source-date checks and user tests for interpretation. The responsible interpretation stops short of intent: historic price growth cannot support a current revenue claim.
Classification peer
Population change, 2001 to 2021: 18.5% · Barnstaple delta +3.9 pp
For population change, 2001 to 2021, the source reports 18.5% for Sudbury. That sits in the middle half, 24.8 percentile points from the middle position. The same-source classification check uses Barnstaple, classified as Further - Higher deprivation - Working. The Sudbury-minus-Barnstaple delta on this metric is +3.9 pp. Its practical use is to frame—not answer—a question about update cadence, ownership and change-ready content models; the next evidence should come from dated user research and a documented content-review cycle. The responsible interpretation stops short of intent: historic population change is neither a forecast nor a lead estimate.
National peer
Population aged 65 or over: 23.1% · Faversham delta +1.3 pp
Sudbury's population aged 65 or over is 23.1%, a middle half result at percentile 70.1 among 936 complete England records. The constrained national comparison is Faversham (E63012448). On this measure, Sudbury minus that record is +1.3 pp; the selection basis is nearest remaining complete england record. 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.
Together, house-price growth, 2001 to 2023, population change, 2001 to 2021, population aged 65 or over and the constrained comparisons with Bury St Edmunds, Barnstaple, Faversham create three separate research tracks for Sudbury. 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: 23,922 people in 2021
Sudbury's recorded population changed from 20,188 in 2001 to 23,922 in 2021 (+18.5%). 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: 23.1% aged 65 or over
The 2021 age-group series records 4,136 people aged 0 to 15, 2,267 aged 16 to 24, 11,995 aged 25 to 64 and 5,515 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: 40.6% economically inactive
ONS records economic inactivity at 40.6%. The published composition includes 26.4% retired, 3.8% long-term sick or disabled, 3.3% students and 4.4% looking after home or family. These categories support inclusive task design; they do not identify individual users or purchasing intent.
Economic context: £287,250 median house price in 2023
The median house-price series moved from £80,500 in 2001 to £265,750 in 2021 and £287,250 in 2023, a published change of +256.8%. 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 +24.4 pp is included in a brief, what decision about how dated economic context is labelled and maintained could it inform and what result would falsify that hypothesis?
This question is traceable to house-price growth, 2001 to 2023 at percentile 77.5 and a +24.4 pp profile-minus-peer difference, not to inferred local behaviour.
- 02
Where should the team record uncertainty when using Sudbury's population change, 2001 to 2021 value and the Barnstaple comparison to discuss update cadence, ownership and change-ready content models?
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
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 Sudbury?
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 Sudbury's medium, non-coastal, working built-up area, further from a major town or city classification, how should house-price growth, 2001 to 2023, population change, 2001 to 2021, population aged 65 or over be tested as separate website hypotheses without turning the combined pattern into a claim about local demand?
Cross-check all three named comparisons—Bury St Edmunds, Barnstaple, Faversham—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
Separate employer and customer journeys
Sudbury is classified as a working town. A useful website brief should separate recruitment, procurement and customer tasks, then give each journey its own proof, contact route and success measure instead of forcing every visitor through one generic enquiry page.
- 02
Let the page complete the decision remotely
Sudbury 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
23.1% 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
Sudbury recorded +18.5% 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 E63010924. 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 Sudbury.
Mosalio does not claim an office, staff member, customer, or physical-delivery presence in Sudbury.
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.