E63012044 /South East evidence profile
South East evidence profile
Maidenhead digital planning profile
Maidenhead is a medium, non-coastal built-up area in South East. ONS records show a 2021 population of 67,391; the population expanded quickly between 2001 and 2021, while the 2015 to 2024 employment series shows a modest employment contraction. 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
- E63012044
- ITL1 region
- South East
- Coastal
- Non-coastal
- Income-deprivation flag
- Lower deprivation
02 / Context
Three comparisons, with the benchmark stated
8.4% above the 11.2% median across complete England records in this ONS file.
2.9% below the 0% dataset median.
78.3% 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
Lowest decile · percentile position 3.2 of 100.
Highest decile · percentile position 90.6 of 100.
Lower quartile · percentile position 11.3 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: sha256:1c2613aa1d8…e77c88c59890
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 Maidenhead minus the named peer; a plus sign means the value recorded for Maidenhead is higher.
Regional peer
Wokingham · E63012266
South East. Nearest complete record in South East. ONS classification: Nearer - Lower deprivation - Working.
- 2021 population
- +17,071 people
- Population change, 2001 to 2021
- +0.5 pp
- Economic inactivity
- -1.3 pp
- Employment change, 2015 to 2024
- -12 pp
- 2023 median house price
- -£60,000
- House-price growth, 2001 to 2023
- -17.4 pp
- Population aged under 25
- 0 pp
- Population aged 65 or over
- -1.6 pp
Classification peer
Hertford · E63011465
East of England. Nearest complete record outside South East with the same ONS combined classification. ONS classification: Nearer - Lower deprivation - Working.
- 2021 population
- +38,584 people
- Population change, 2001 to 2021
- +3.1 pp
- Economic inactivity
- +1.8 pp
- Employment change, 2015 to 2024
- +3 pp
- 2023 median house price
- +£8,000
- House-price growth, 2001 to 2023
- -52.1 pp
- Population aged under 25
- +0.4 pp
- Population aged 65 or over
- +1.1 pp
National peer
Fleet · E63012649
South East. Nearest remaining complete England record. ONS classification: Nearer - Lower deprivation - Mixed.
- 2021 population
- +29,591 people
- Population change, 2001 to 2021
- +2.8 pp
- Economic inactivity
- -1.4 pp
- Employment change, 2015 to 2024
- -2.9 pp
- 2023 median house price
- -£15,000
- House-price growth, 2001 to 2023
- -19.9 pp
- Population aged under 25
- +0.8 pp
- Population aged 65 or over
- -2.7 pp
05 / Evidence synthesis
Maidenhead evidence synthesis: House-price growth, 2001 to 2023, 2023 median house price, Economic inactivity
Maidenhead is recorded as a medium, non-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: 2023 median house price → 2021 population → Population change, 2001 to 2021 → Population aged under 25 → Population aged 65 or over → Employment change, 2015 to 2024 → Economic inactivity → House-price growth, 2001 to 2023.
Furthest-to-nearest distance from the middle percentile: House-price growth, 2001 to 2023 → 2023 median house price → Economic inactivity → 2021 population → Employment change, 2015 to 2024 → Population change, 2001 to 2021 → Population aged 65 or over → Population aged under 25.
Regional peer
House-price growth, 2001 to 2023: 145.8% · Wokingham delta -17.4 pp
The reviewed record positions Maidenhead at percentile 3.2 for house-price growth, 2001 to 2023; its published value is 145.8% and its band is lowest decile. The constrained regional comparison is Wokingham (E63012266). On this measure, Maidenhead minus that record is -17.4 pp; the selection basis is nearest complete record in south east. Its practical use is to frame—not answer—a question about how dated economic context is labelled and maintained; the next evidence should come from source-date checks and user tests for interpretation. The boundary is important: historic price growth cannot support a current revenue claim.
Classification peer
2023 median house price: £440,000 · Hertford delta +£8,000
At £440,000, 2023 median house price places Maidenhead in the highest decile and at percentile 90.6 of the reviewed distribution. For a bounded comparison rather than a national average, Hertford supplies the classification reference; Maidenhead is +£8,000 from it on the displayed scale. For planning, document the observation beside pricing clarity, qualification steps and expectation setting and require comprehension tests using the organisation's real offer and fees before treating the idea as an accepted requirement. It must not be over-read, because a median house price is not a household affordability measure.
National peer
Economic inactivity: 33.5% · Fleet delta -1.4 pp
The reviewed record positions Maidenhead at percentile 11.3 for economic inactivity; its published value is 33.5% and its band is lower quartile. The same-source national check uses Fleet, classified as Nearer - Lower deprivation - Mixed. The Maidenhead-minus-Fleet delta on this metric is -1.4 pp. A defensible brief can turn the pair into a verification task for assisted, accessible and non-digital completion routes, using accessibility testing across real tasks and support-channel evidence before changing the information architecture. It must not be over-read, because an aggregate inactivity rate cannot describe an individual visitor.
This synthesis gives Maidenhead a bounded evidence trail: three furthest-from-middle measures, three named peers and the medium, non-coastal, working built-up area, nearer to a major town or city classification. The combination is useful for deciding what to investigate, not for predicting enquiries. A website brief should preserve the source dates, validation method and reasons for accepting or rejecting each hypothesis.
06 / Evidence interpretation
Planning signals before design decisions
Population context: 67,391 people in 2021
Maidenhead's recorded population changed from 56,327 in 2001 to 67,391 in 2021 (+19.6%). 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: 17.3% aged 65 or over
The 2021 age-group series records 13,471 people aged 0 to 15, 5,709 aged 16 to 24, 36,528 aged 25 to 64 and 11,643 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: 33.5% economically inactive
ONS records economic inactivity at 33.5%. The published composition includes 19.8% retired, 2.1% long-term sick or disabled, 4% 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: £440,000 median house price in 2023
The median house-price series moved from £179,000 in 2001 to £450,000 in 2021 and £440,000 in 2023, a published change of +145.8%. 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
Before prioritising how dated economic context is labelled and maintained, which part of source-date checks and user tests for interpretation would verify whether this house-price growth, 2001 to 2023 observation matters to users in Maidenhead?
Wokingham is the constrained regional reference and is classified as Nearer - Lower deprivation - Working; the question keeps historic price growth cannot support a current revenue claim as an explicit limit.
- 02
How should a prototype test pricing clarity, qualification steps and expectation setting without assuming that Maidenhead's percentile 90.6 position predicts an individual user's needs?
Evidence basis: £440,000, highest decile, with Maidenhead minus the classification peer equal to +£8,000. Validation route: comprehension tests using the organisation's real offer and fees.
- 03
How should a prototype test assisted, accessible and non-digital completion routes without assuming that Maidenhead's percentile 11.3 position predicts an individual user's needs?
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 Maidenhead's medium, non-coastal, working built-up area, nearer to a major town or city classification, how should house-price growth, 2001 to 2023, 2023 median house price, 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—Wokingham, Hertford, Fleet—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
Maidenhead 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
Maidenhead 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
Build a broad, task-led accessibility baseline
54.2% of the recorded 2021 age-group total is aged 25 to 64, with meaningful younger and older groups also present. Organise content by task, test keyboard and mobile use, and avoid designing around one assumed demographic persona.
- 04
Prepare the content model for change
Maidenhead recorded +19.6% population change from 2001 to 2021 and -2.9% 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 E63012044. 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 Maidenhead.
Mosalio does not claim an office, staff member, customer, or physical-delivery presence in Maidenhead.
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.