E63012219 /South East evidence profile
South East evidence profile
Staines-upon-Thames digital planning profile
Staines-upon-Thames is a medium, non-coastal built-up area in South East. ONS records show a 2021 population of 21,327; 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
- E63012219
- ITL1 region
- South East
- Coastal
- Non-coastal
- Income-deprivation flag
- Lower deprivation
02 / Context
Three comparisons, with the benchmark stated
0.1% below the 11.2% median across complete England records in this ONS file.
in line with the 0% dataset median.
51.7% 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 9.5 of 100.
Lower quartile · percentile position 10.2 of 100.
Upper quartile · percentile position 88.2 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:c8dd48c1014…a09cd979b981
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 Staines-upon-Thames minus the named peer; a plus sign means the value recorded for Staines-upon-Thames is higher.
Regional peer
Burgess Hill · E63013415
South East. Nearest complete record in South East. ONS classification: Nearer - Lower deprivation - Working.
- 2021 population
- -12,025 people
- Population change, 2001 to 2021
- -2.4 pp
- Economic inactivity
- -1.2 pp
- Employment change, 2015 to 2024
- 0 pp
- 2023 median house price
- +£48,500
- House-price growth, 2001 to 2023
- -17.3 pp
- Population aged under 25
- -1.2 pp
- Population aged 65 or over
- -1.8 pp
Classification peer
Chippenham (Wiltshire) · E63012165
South West. Nearest complete record outside South East with the same ONS combined classification. ONS classification: Nearer - Lower deprivation - Working.
- 2021 population
- -14,757 people
- Population change, 2001 to 2021
- +2.4 pp
- Economic inactivity
- -0.8 pp
- Employment change, 2015 to 2024
- +5.9 pp
- 2023 median house price
- +£125,000
- House-price growth, 2001 to 2023
- +0.9 pp
- Population aged under 25
- -1.3 pp
- Population aged 65 or over
- -0.6 pp
National peer
Abingdon-on-Thames · E63011776
South East. Nearest remaining complete England record. ONS classification: Nearer - Lower deprivation - Working.
- 2021 population
- -11,852 people
- Population change, 2001 to 2021
- +5.1 pp
- Economic inactivity
- -1.2 pp
- Employment change, 2015 to 2024
- +5.6 pp
- 2023 median house price
- +£88,750
- House-price growth, 2001 to 2023
- +12.7 pp
- Population aged under 25
- -0.3 pp
- Population aged 65 or over
- -2.4 pp
05 / Evidence synthesis
Staines-upon-Thames evidence synthesis: Economic inactivity, House-price growth, 2001 to 2023, 2023 median house price
Staines-upon-Thames 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 → Employment change, 2015 to 2024 → Population aged under 25 → Population aged 65 or over → House-price growth, 2001 to 2023 → Economic inactivity.
Furthest-to-nearest distance from the middle percentile: Economic inactivity → House-price growth, 2001 to 2023 → 2023 median house price → Population aged 65 or over → Population aged under 25 → Employment change, 2015 to 2024 → 2021 population → Population change, 2001 to 2021.
Regional peer
Economic inactivity: 33.1% · Burgess Hill delta -1.2 pp
Among the eight reviewed measures, economic inactivity stands out for Staines-upon-Thames at 33.1%; its percentile position is 9.5 and its band is lowest decile. Against Burgess Hill's reviewed regional record, the displayed delta is -1.2 pp. That comparator comes from the documented rule: nearest complete record in south east. Use the contrast to prioritise research into assisted, accessible and non-digital completion routes. A decision should wait for accessibility testing across real tasks and support-channel evidence. Keep the inference narrow: an aggregate inactivity rate cannot describe an individual visitor.
Classification peer
House-price growth, 2001 to 2023: 172.4% · Chippenham (Wiltshire) delta +0.9 pp
Staines-upon-Thames's house-price growth, 2001 to 2023 is 172.4%, a lower quartile result at percentile 10.2 among 936 complete England records. For a bounded comparison rather than a national average, Chippenham (Wiltshire) supplies the classification reference; Staines-upon-Thames is +0.9 pp from it on the displayed scale. 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. It must not be over-read, because historic price growth cannot support a current revenue claim.
National peer
2023 median house price: £425,000 · Abingdon-on-Thames delta +£88,750
At £425,000, 2023 median house price places Staines-upon-Thames in the upper quartile and at percentile 88.2 of the reviewed distribution. The same-source national check uses Abingdon-on-Thames, classified as Nearer - Lower deprivation - Working. The Staines-upon-Thames-minus-Abingdon-on-Thames delta on this metric is +£88,750. 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. Keep the inference narrow: a median house price is not a household affordability measure.
The distinctive metrics are not interchangeable: economic inactivity, house-price growth, 2001 to 2023, 2023 median house price each raise a different planning question when read beside Burgess Hill, Chippenham (Wiltshire), Abingdon-on-Thames. For Staines-upon-Thames, 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: 21,327 people in 2021
Staines-upon-Thames's recorded population changed from 19,201 in 2001 to 21,327 in 2021 (+11.1%). 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: 17.6% aged 65 or over
The 2021 age-group series records 3,716 people aged 0 to 15, 1,794 aged 16 to 24, 12,067 aged 25 to 64 and 3,751 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: 33.1% economically inactive
ONS records economic inactivity at 33.1%. The published composition includes 20.7% retired, 2.3% long-term sick or disabled, 3.6% 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: £425,000 median house price in 2023
The median house-price series moved from £156,000 in 2001 to £415,000 in 2021 and £425,000 in 2023, a published change of +172.4%. 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 -1.2 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?
This question is traceable to economic inactivity at percentile 9.5 and a -1.2 pp profile-minus-peer difference, not to inferred local behaviour.
- 02
What evidence would show that the house-price growth, 2001 to 2023 contrast between Staines-upon-Thames and Chippenham (Wiltshire) should alter how dated economic context is labelled and maintained, rather than remain background context?
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
How should a prototype test pricing clarity, qualification steps and expectation setting without assuming that Staines-upon-Thames's percentile 88.2 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 Staines-upon-Thames's medium, non-coastal, working built-up area, nearer to a major town or city classification, how should economic inactivity, house-price growth, 2001 to 2023, 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—Burgess Hill, Chippenham (Wiltshire), Abingdon-on-Thames—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
Staines-upon-Thames 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
Staines-upon-Thames 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
56.6% 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
Staines-upon-Thames recorded +11.1% 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 E63012219. 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 Staines-upon-Thames.
Mosalio does not claim an office, staff member, customer, or physical-delivery presence in Staines-upon-Thames.
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.