E63012128 /South East evidence profile
South East evidence profile
Caversham digital planning profile
Caversham is a medium, non-coastal built-up area in South East. ONS records show a 2021 population of 33,038; 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
- E63012128
- ITL1 region
- South East
- Coastal
- Non-coastal
- Income-deprivation flag
- Lower deprivation
02 / Context
Three comparisons, with the benchmark stated
4.5% below the 11.2% median across complete England records in this ONS file.
in line with the 0% dataset median.
34.1% 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 94.1 of 100.
Lower quartile · percentile position 12.9 of 100.
Lower quartile · percentile position 21.3 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:de2a5f4a391…95b65291642b
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 Caversham minus the named peer; a plus sign means the value recorded for Caversham is higher.
Regional peer
Reigate · E63012700
South East. Nearest complete record in South East. ONS classification: Nearer - Lower deprivation - Working.
- 2021 population
- +9,264 people
- Population change, 2001 to 2021
- -5.8 pp
- Economic inactivity
- -0.5 pp
- Employment change, 2015 to 2024
- +6.3 pp
- 2023 median house price
- -£9,000
- House-price growth, 2001 to 2023
- -0.7 pp
- Population aged under 25
- -1.4 pp
- Population aged 65 or over
- +0.4 pp
Classification peer
Strensall · E63007657
Yorkshire and The Humber. Nearest complete record outside South East with the same ONS combined classification. ONS classification: Nearer - Lower deprivation - Residential.
- 2021 population
- +26,978 people
- Population change, 2001 to 2021
- +1.9 pp
- Economic inactivity
- -0.3 pp
- Employment change, 2015 to 2024
- 0 pp
- 2023 median house price
- +£175,000
- House-price growth, 2001 to 2023
- -25.5 pp
- Population aged under 25
- +0.1 pp
- Population aged 65 or over
- -1.4 pp
National peer
West Molesey · E63012380
South East. Nearest remaining complete England record. ONS classification: Nearer - Lower deprivation - Residential.
- 2021 population
- -13,392 people
- Population change, 2001 to 2021
- -5.7 pp
- Economic inactivity
- -0.3 pp
- Employment change, 2015 to 2024
- 0 pp
- 2023 median house price
- -£175,000
- House-price growth, 2001 to 2023
- +5.8 pp
- Population aged under 25
- -0.9 pp
- Population aged 65 or over
- 0 pp
05 / Evidence synthesis
Caversham evidence synthesis: 2023 median house price, Economic inactivity, House-price growth, 2001 to 2023
Caversham 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: 2023 median house price → 2021 population → Population aged under 25 → Employment change, 2015 to 2024 → Population change, 2001 to 2021 → Population aged 65 or over → House-price growth, 2001 to 2023 → Economic inactivity.
Furthest-to-nearest distance from the middle percentile: 2023 median house price → Economic inactivity → House-price growth, 2001 to 2023 → 2021 population → Population aged 65 or over → Population aged under 25 → Population change, 2001 to 2021 → Employment change, 2015 to 2024.
Regional peer
2023 median house price: £485,000 · Reigate delta -£9,000
Caversham's 2023 median house price is £485,000, a highest decile result at percentile 94.1 among 936 complete England records. Using Reigate as the regional peer, the profile-minus-peer delta is -£9,000; the peer was selected because nearest complete record in south east. Use the contrast to prioritise research into pricing clarity, qualification steps and expectation setting. A decision should wait for comprehension tests using the organisation's real offer and fees. Keep the inference narrow: a median house price is not a household affordability measure.
Classification peer
Economic inactivity: 34% · Strensall delta -0.3 pp
Among the eight reviewed measures, economic inactivity stands out for Caversham at 34%; its percentile position is 12.9 and its band is lower quartile. The same-source classification check uses Strensall, classified as Nearer - Lower deprivation - Residential. The Caversham-minus-Strensall delta on this metric is -0.3 pp. For planning, document the observation beside assisted, accessible and non-digital completion routes and require accessibility testing across real tasks and support-channel evidence before treating the idea as an accepted requirement. The boundary is important: an aggregate inactivity rate cannot describe an individual visitor.
National peer
House-price growth, 2001 to 2023: 190% · West Molesey delta +5.8 pp
The reviewed record positions Caversham at percentile 21.3 for house-price growth, 2001 to 2023; its published value is 190% and its band is lower quartile. West Molesey, the named national peer from South East, differs by +5.8 pp when the calculation is Caversham minus peer. Nearest remaining complete England record. For planning, document the observation beside how dated economic context is labelled and maintained and require source-date checks and user tests for interpretation before treating the idea as an accepted requirement. Keep the inference narrow: historic price growth cannot support a current revenue claim.
The distinctive metrics are not interchangeable: 2023 median house price, economic inactivity, house-price growth, 2001 to 2023 each raise a different planning question when read beside Reigate, Strensall, West Molesey. For Caversham, 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: 33,038 people in 2021
Caversham's recorded population changed from 30,953 in 2001 to 33,038 in 2021 (+6.7%). 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: 18% aged 65 or over
The 2021 age-group series records 6,695 people aged 0 to 15, 2,821 aged 16 to 24, 17,587 aged 25 to 64 and 5,942 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: 34% economically inactive
ONS records economic inactivity at 34%. The published composition includes 21.8% retired, 1.8% long-term sick or disabled, 4.2% 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: £485,000 median house price in 2023
The median house-price series moved from £167,250 in 2001 to £432,075 in 2021 and £485,000 in 2023, a published change of +190%. 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 2023 median house price contrast between Caversham and Reigate should alter pricing clarity, qualification steps and expectation setting, rather than remain background context?
The prompt combines one distinctive metric with the named regional comparator selected by the eight-metric method. It does not treat either record as search, lead or customer evidence.
- 02
If the classification peer delta of -0.3 pp is included in a brief, what decision about assisted, accessible and non-digital completion routes could it inform and what result would falsify that hypothesis?
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
What evidence would show that the house-price growth, 2001 to 2023 contrast between Caversham and West Molesey should alter how dated economic context is labelled and maintained, 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 Caversham's medium, non-coastal, residential built-up area, nearer to a major town or city classification, how should 2023 median house price, economic inactivity, house-price growth, 2001 to 2023 be tested as separate website hypotheses without turning the combined pattern into a claim about local demand?
Cross-check all three named comparisons—Reigate, Strensall, West Molesey—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
Caversham 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
Caversham 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
53.2% 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
Prioritise clarity before catalogue expansion
Caversham recorded +6.7% population change from 2001 to 2021 and 0% employment change from 2015 to 2024. Start with the few journeys that can be maintained well, instrument meaningful outcomes and expand only when verified questions or search data show a separate need.
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 E63012128. 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 Caversham.
Mosalio does not claim an office, staff member, customer, or physical-delivery presence in Caversham.
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.