E63012211 /South West evidence profile
South West evidence profile
Clevedon digital planning profile
Clevedon is a medium, coastal built-up area in South West. ONS records show a 2021 population of 21,084; the population remained comparatively stable between 2001 and 2021, while the 2015 to 2024 employment series shows a material 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
- E63012211
- ITL1 region
- South West
- Coastal
- Coastal
- Income-deprivation flag
- Lower deprivation
02 / Context
Three comparisons, with the benchmark stated
13.8% below the 11.2% median across complete England records in this ONS file.
12.5% below the 0% dataset median.
33.1% 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
Lowest decile · percentile position 7.5 of 100.
Lower quartile · percentile position 10.5 of 100.
Lower quartile · percentile position 12.6 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: sha256:9d238db37ec…5f9742998f11
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 Clevedon minus the named peer; a plus sign means the value recorded for Clevedon is higher.
Regional peer
Cam · E63011717
South West. Nearest complete record in South West. ONS classification: Nearer - Lower deprivation - Residential.
- 2021 population
- +13,354 people
- Population change, 2001 to 2021
- -2.4 pp
- Economic inactivity
- +0.7 pp
- Employment change, 2015 to 2024
- -12.5 pp
- 2023 median house price
- -£8,500
- House-price growth, 2001 to 2023
- +1.4 pp
- Population aged under 25
- +0.3 pp
- Population aged 65 or over
- +1.2 pp
Classification peer
Dronfield · E63008617
East Midlands. Nearest complete record outside South West with the same ONS combined classification. ONS classification: Nearer - Lower deprivation - Mixed.
- 2021 population
- +65 people
- Population change, 2001 to 2021
- -1.9 pp
- Economic inactivity
- -3.7 pp
- Employment change, 2015 to 2024
- -12.5 pp
- 2023 median house price
- +£49,000
- House-price growth, 2001 to 2023
- -0.8 pp
- Population aged under 25
- -0.4 pp
- Population aged 65 or over
- -2.6 pp
National peer
Marple · E63008495
North West. Nearest remaining complete England record. ONS classification: Nearer - Lower deprivation - Residential.
- 2021 population
- +8,121 people
- Population change, 2001 to 2021
- -3.8 pp
- Economic inactivity
- -2.3 pp
- Employment change, 2015 to 2024
- -12.5 pp
- 2023 median house price
- +£9,000
- House-price growth, 2001 to 2023
- +0.1 pp
- Population aged under 25
- -0.9 pp
- Population aged 65 or over
- -0.7 pp
05 / Evidence synthesis
Clevedon evidence synthesis: Population change, 2001 to 2021, Population aged under 25, Employment change, 2015 to 2024
Clevedon is recorded as a medium, coastal, mixed 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 → House-price growth, 2001 to 2023 → 2023 median house price → Economic inactivity → 2021 population → Employment change, 2015 to 2024 → Population aged under 25 → Population change, 2001 to 2021.
Furthest-to-nearest distance from the middle percentile: Population change, 2001 to 2021 → Population aged under 25 → Employment change, 2015 to 2024 → Population aged 65 or over → House-price growth, 2001 to 2023 → 2023 median house price → Economic inactivity → 2021 population.
Regional peer
Population change, 2001 to 2021: -2.6% · Cam delta -2.4 pp
Among the eight reviewed measures, population change, 2001 to 2021 stands out for Clevedon at -2.6%; its percentile position is 7.5 and its band is lowest decile. Using Cam as the regional peer, the profile-minus-peer delta is -2.4 pp; the peer was selected because nearest complete record in south west. A defensible brief can turn the pair into a verification task for update cadence, ownership and change-ready content models, using dated user research and a documented content-review cycle before changing the information architecture. The boundary is important: historic population change is neither a forecast nor a lead estimate.
Classification peer
Population aged under 25: 23.8% · Dronfield delta -0.4 pp
For population aged under 25, the source reports 23.8% for Clevedon. That sits in the lower quartile, 39.5 percentile points from the middle position. Dronfield, the named classification peer from East Midlands, differs by -0.4 pp when the calculation is Clevedon minus peer. Nearest complete record outside South West with the same ONS combined classification. Its practical use is to frame—not answer—a question about mobile task speed, privacy explanation and channel continuity; the next evidence should come from cross-device usability sessions without age-based assumptions. No user or market conclusion follows automatically; an age-group share does not determine channel preference.
National peer
Employment change, 2015 to 2024: -12.5% · Marple delta -12.5 pp
Among the eight reviewed measures, employment change, 2015 to 2024 stands out for Clevedon at -12.5%; its percentile position is 12.6 and its band is lower quartile. Marple, the named national peer from North West, differs by -12.5 pp when the calculation is Clevedon minus peer. Nearest remaining complete England record. For planning, document the observation beside the separation of employer, worker and customer journeys and require journey interviews plus measured form and contact outcomes before treating the idea as an accepted requirement. The responsible interpretation stops short of intent: employment change does not prove commercial search intent.
Clevedon's evidence pattern combines the medium, coastal, mixed 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: 21,084 people in 2021
Clevedon's recorded population changed from 21,655 in 2001 to 21,084 in 2021 (-2.6%). 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: 26.7% aged 65 or over
The 2021 age-group series records 3,427 people aged 0 to 15, 1,577 aged 16 to 24, 10,436 aged 25 to 64 and 5,623 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: 41.2% economically inactive
ONS records economic inactivity at 41.2%. The published composition includes 30.5% retired, 3% long-term sick or disabled, 2.8% students and 2.8% looking after home or family. These categories support inclusive task design; they do not identify individual users or purchasing intent.
Economic context: £334,000 median house price in 2023
The median house-price series moved from £93,500 in 2001 to £315,000 in 2021 and £334,000 in 2023, a published change of +257.2%. 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 Clevedon's population change, 2001 to 2021 value and the Cam comparison to discuss update cadence, ownership and change-ready content models?
Evidence basis: -2.6%, lowest decile, with Clevedon minus the regional peer equal to -2.4 pp. Validation route: dated user research and a documented content-review cycle.
- 02
How should a prototype test mobile task speed, privacy explanation and channel continuity without assuming that Clevedon's percentile 10.5 position predicts an individual user's needs?
Dronfield is the constrained classification reference and is classified as Nearer - Lower deprivation - Mixed; the question keeps an age-group share does not determine channel preference as an explicit limit.
- 03
Before prioritising the separation of employer, worker and customer journeys, which part of journey interviews plus measured form and contact outcomes would verify whether this employment change, 2015 to 2024 observation matters to users in Clevedon?
Marple is the constrained national reference and is classified as Nearer - Lower deprivation - Residential; the question keeps employment change does not prove commercial search intent as an explicit limit.
- 04
For Clevedon's medium, coastal, mixed built-up area, nearer to a major town or city classification, how should population change, 2001 to 2021, population aged under 25, employment change, 2015 to 2024 be tested as separate website hypotheses without turning the combined pattern into a claim about local demand?
Cross-check all three named comparisons—Cam, Dronfield, Marple—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
Design for mixed local intent
Clevedon has a mixed job-density classification. The information architecture should distinguish business, resident and visitor tasks where the organisation actually serves them, while sharing one evidence library so claims remain consistent across journeys.
- 02
Differentiate from the nearby major centre
Clevedon 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
26.7% 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
Prioritise clarity before catalogue expansion
Clevedon recorded -2.6% population change from 2001 to 2021 and -12.5% 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 E63012211. 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 Clevedon.
Mosalio does not claim an office, staff member, customer, or physical-delivery presence in Clevedon.
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.