E63011577 /East of England evidence profile
East of England evidence profile
Maldon digital planning profile
Maldon is a medium, coastal built-up area in East of England. ONS records show a 2021 population of 23,389; the population grew steadily 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
- E63011577
- ITL1 region
- East of England
- Coastal
- Coastal
- Income-deprivation flag
- Medium deprivation
02 / Context
Three comparisons, with the benchmark stated
0.9% above the 11.2% median across complete England records in this ONS file.
in line with the 0% dataset median.
7.4% 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
Middle half · percentile position 74.5 of 100.
Middle half · percentile position 27 of 100.
Middle half · percentile position 72.7 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: sha256:90e9052b6c4…d6d6266c87ab
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 Maldon minus the named peer; a plus sign means the value recorded for Maldon 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
- -17,890 people
- Population change, 2001 to 2021
- -5 pp
- Economic inactivity
- +2 pp
- Employment change, 2015 to 2024
- -6.5 pp
- 2023 median house price
- +£40,500
- House-price growth, 2001 to 2023
- -15.7 pp
- Population aged under 25
- 0 pp
- Population aged 65 or over
- +1.6 pp
Classification peer
Lichfield · E63009625
West Midlands. Nearest complete record outside East of England with the same ONS combined classification. ONS classification: Nearer - Medium deprivation - Working.
- 2021 population
- -9,197 people
- Population change, 2001 to 2021
- -4.7 pp
- Economic inactivity
- -1.7 pp
- Employment change, 2015 to 2024
- -5.9 pp
- 2023 median house price
- +£38,000
- House-price growth, 2001 to 2023
- +4.2 pp
- Population aged under 25
- +0.8 pp
- Population aged 65 or over
- -0.6 pp
National peer
Waterlooville · E63013621
South East. Nearest remaining complete England record. ONS classification: Nearer - Medium deprivation - Mixed.
- 2021 population
- -10,932 people
- Population change, 2001 to 2021
- -0.6 pp
- Economic inactivity
- +1.5 pp
- Employment change, 2015 to 2024
- 0 pp
- 2023 median house price
- +£26,750
- House-price growth, 2001 to 2023
- +14.5 pp
- Population aged under 25
- -0.4 pp
- Population aged 65 or over
- +1.3 pp
05 / Evidence synthesis
Maldon evidence synthesis: Population aged 65 or over, Population aged under 25, 2023 median house price
Maldon is recorded as a medium, coastal, working 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 → 2023 median house price → 2021 population → Economic inactivity → Population change, 2001 to 2021 → House-price growth, 2001 to 2023 → Employment change, 2015 to 2024 → Population aged under 25.
Furthest-to-nearest distance from the middle percentile: Population aged 65 or over → Population aged under 25 → 2023 median house price → Employment change, 2015 to 2024 → 2021 population → House-price growth, 2001 to 2023 → Economic inactivity → Population change, 2001 to 2021.
Regional peer
Population aged 65 or over: 23.8% · Bury St Edmunds delta +1.6 pp
Among the eight reviewed measures, population aged 65 or over stands out for Maldon at 23.8%; its percentile position is 74.5 and its band is middle half. For a bounded comparison rather than a national average, Bury St Edmunds supplies the regional reference; Maldon is +1.6 pp from it on the displayed scale. 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.
Classification peer
Population aged under 25: 25.9% · Lichfield delta +0.8 pp
Among the eight reviewed measures, population aged under 25 stands out for Maldon at 25.9%; its percentile position is 27 and its band is middle half. For a bounded comparison rather than a national average, Lichfield supplies the classification reference; Maldon is +0.8 pp from it on the displayed scale. Treat this combination as a hypothesis about mobile task speed, privacy explanation and channel continuity, and test it through cross-device usability sessions without age-based assumptions. The boundary is important: an age-group share does not determine channel preference.
National peer
2023 median house price: £338,000 · Waterlooville delta +£26,750
At £338,000, 2023 median house price places Maldon in the middle half and at percentile 72.7 of the reviewed distribution. For a bounded comparison rather than a national average, Waterlooville supplies the national reference; Maldon is +£26,750 from it on the displayed scale. This evidence can narrow a discovery question around pricing clarity, qualification steps and expectation setting, while comprehension tests using the organisation's real offer and fees supplies the user-level check the aggregate data cannot provide. It must not be over-read, because a median house price is not a household affordability measure.
Maldon's evidence pattern combines the medium, coastal, working 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: 23,389 people in 2021
Maldon's recorded population changed from 20,861 in 2001 to 23,389 in 2021 (+12.1%). 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: 23.8% aged 65 or over
The 2021 age-group series records 3,937 people aged 0 to 15, 2,118 aged 16 to 24, 11,766 aged 25 to 64 and 5,575 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: 40.3% economically inactive
ONS records economic inactivity at 40.3%. The published composition includes 27.3% retired, 3.4% long-term sick or disabled, 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: £338,000 median house price in 2023
The median house-price series moved from £106,725 in 2001 to £325,000 in 2021 and £338,000 in 2023, a published change of +216.7%. 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
How should a prototype test readability, keyboard access and assisted alternatives without assuming that Maldon's percentile 74.5 position predicts an individual user's needs?
Bury St Edmunds is the constrained regional reference and is classified as Further - Medium deprivation - Working; the question keeps an age-group share does not determine digital ability as an explicit limit.
- 02
Before prioritising mobile task speed, privacy explanation and channel continuity, which part of cross-device usability sessions without age-based assumptions would verify whether this population aged under 25 observation matters to users in Maldon?
Lichfield is the constrained classification reference and is classified as Nearer - Medium deprivation - Working; the question keeps an age-group share does not determine channel preference as an explicit limit.
- 03
What evidence would show that the 2023 median house price contrast between Maldon and Waterlooville should alter pricing clarity, qualification steps and expectation setting, rather than remain background context?
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 Maldon's medium, coastal, working built-up area, nearer to a major town or city classification, how should population aged 65 or over, population aged under 25, 2023 median house price 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, Lichfield, Waterlooville—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
Maldon 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
Differentiate from the nearby major centre
Maldon 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
23.8% 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
Maldon recorded +12.1% 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 E63011577. 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 Maldon.
Mosalio does not claim an office, staff member, customer, or physical-delivery presence in Maldon.
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.