E63012222 /South East evidence profile
South East evidence profile
Egham digital planning profile
Egham is a medium, non-coastal built-up area in South East. ONS records show a 2021 population of 28,003; the population grew steadily 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
- E63012222
- ITL1 region
- South East
- Coastal
- Non-coastal
- Income-deprivation flag
- Lower deprivation
02 / Context
Three comparisons, with the benchmark stated
3.1% below the 11.2% median across complete England records in this ONS file.
4% below the 0% dataset median.
61.1% 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 99.7 of 100.
Lowest decile · percentile position 5 of 100.
Lowest decile · percentile position 6.6 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: sha256:826e2a5349c…b27a47841211
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 Egham minus the named peer; a plus sign means the value recorded for Egham is higher.
Regional peer
Canterbury · E63012524
South East. Nearest complete record in South East. ONS classification: Further - Higher deprivation - Working.
- 2021 population
- -27,104 people
- Population change, 2001 to 2021
- -16.8 pp
- Economic inactivity
- -5.6 pp
- Employment change, 2015 to 2024
- -4 pp
- 2023 median house price
- +£144,000
- House-price growth, 2001 to 2023
- -18.6 pp
- Population aged under 25
- -3.4 pp
- Population aged 65 or over
- 0 pp
Classification peer
Bath · E63012364
South West. Nearest complete record outside South East with the same ONS combined classification. ONS classification: Nearer - Lower deprivation - Working.
- 2021 population
- -66,077 people
- Population change, 2001 to 2021
- -4.2 pp
- Economic inactivity
- -1.2 pp
- Employment change, 2015 to 2024
- -18.3 pp
- 2023 median house price
- +£14,000
- House-price growth, 2001 to 2023
- -51.6 pp
- Population aged under 25
- +5.8 pp
- Population aged 65 or over
- -3.8 pp
National peer
Guildford · E63012715
South East. Nearest remaining complete England record. ONS classification: Nearer - Lower deprivation - Working.
- 2021 population
- -49,867 people
- Population change, 2001 to 2021
- -9.5 pp
- Economic inactivity
- +4.1 pp
- Employment change, 2015 to 2024
- -15.1 pp
- 2023 median house price
- -£41,500
- House-price growth, 2001 to 2023
- -34.2 pp
- Population aged under 25
- +6 pp
- Population aged 65 or over
- -1 pp
05 / Evidence synthesis
Egham evidence synthesis: Population aged under 25, Population aged 65 or over, House-price growth, 2001 to 2023
Egham 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: Population aged under 25 → 2023 median house price → Economic inactivity → 2021 population → Population change, 2001 to 2021 → Employment change, 2015 to 2024 → House-price growth, 2001 to 2023 → Population aged 65 or over.
Furthest-to-nearest distance from the middle percentile: Population aged under 25 → Population aged 65 or over → House-price growth, 2001 to 2023 → 2023 median house price → Employment change, 2015 to 2024 → Economic inactivity → 2021 population → Population change, 2001 to 2021.
Regional peer
Population aged under 25: 42.9% · Canterbury delta -3.4 pp
The reviewed record positions Egham at percentile 99.7 for population aged under 25; its published value is 42.9% and its band is highest decile. For a bounded comparison rather than a national average, Canterbury supplies the regional reference; Egham is -3.4 pp from it on the displayed scale. Use the contrast to prioritise research into mobile task speed, privacy explanation and channel continuity. A decision should wait for cross-device usability sessions without age-based assumptions. It must not be over-read, because an age-group share does not determine channel preference.
Classification peer
Population aged 65 or over: 12.8% · Bath delta -3.8 pp
Egham's population aged 65 or over is 12.8%, a lowest decile result at percentile 5 among 936 complete England records. Against Bath's reviewed classification record, the displayed delta is -3.8 pp. That comparator comes from the documented rule: nearest complete record outside south east with the same ons combined classification. For planning, document the observation beside readability, keyboard access and assisted alternatives and require inclusive usability sessions and accessibility conformance checks before treating the idea as an accepted requirement. The responsible interpretation stops short of intent: an age-group share does not determine digital ability.
National peer
House-price growth, 2001 to 2023: 163% · Guildford delta -34.2 pp
Among the eight reviewed measures, house-price growth, 2001 to 2023 stands out for Egham at 163%; its percentile position is 6.6 and its band is lowest decile. Using Guildford as the national peer, the profile-minus-peer delta is -34.2 pp; the peer was selected because nearest remaining complete england record. Use the contrast to prioritise research into how dated economic context is labelled and maintained. A decision should wait for source-date checks and user tests for interpretation. No user or market conclusion follows automatically; historic price growth cannot support a current revenue claim.
Together, population aged under 25, population aged 65 or over, house-price growth, 2001 to 2023 and the constrained comparisons with Canterbury, Bath, Guildford create three separate research tracks for Egham. They do not form a demand score. Keep each hypothesis independently testable, record contradictory findings and remove a planning assumption when user evidence does not support it.
06 / Evidence interpretation
Planning signals before design decisions
Population context: 28,003 people in 2021
Egham's recorded population changed from 25,915 in 2001 to 28,003 in 2021 (+8.1%). 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: 12.8% aged 65 or over
The 2021 age-group series records 4,044 people aged 0 to 15, 7,978 aged 16 to 24, 12,415 aged 25 to 64 and 3,574 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: 43.3% economically inactive
ONS records economic inactivity at 43.3%. The published composition includes 14.1% retired, 1.8% long-term sick or disabled, 21.7% students and 3.5% looking after home or family. These categories support inclusive task design; they do not identify individual users or purchasing intent.
Economic context: £434,000 median house price in 2023
The median house-price series moved from £165,000 in 2001 to £412,400 in 2021 and £434,000 in 2023, a published change of +163%. 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 Egham's population aged under 25 value and the Canterbury comparison to discuss mobile task speed, privacy explanation and channel continuity?
Canterbury is the constrained regional reference and is classified as Further - Higher deprivation - Working; the question keeps an age-group share does not determine channel preference as an explicit limit.
- 02
What evidence would show that the population aged 65 or over contrast between Egham and Bath should alter readability, keyboard access and assisted alternatives, rather than remain background context?
Evidence basis: 12.8%, lowest decile, with Egham minus the classification peer equal to -3.8 pp. Validation route: inclusive usability sessions and accessibility conformance checks.
- 03
What evidence would show that the house-price growth, 2001 to 2023 contrast between Egham and Guildford should alter how dated economic context is labelled and maintained, rather than remain background context?
Guildford is the constrained national 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.
- 04
For Egham's medium, non-coastal, working built-up area, nearer to a major town or city classification, how should population aged under 25, population aged 65 or over, 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—Canterbury, Bath, Guildford—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
Egham 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
Egham 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
Support quick comparison without hiding detail
42.9% of the recorded 2021 age-group total is under 25. Lead with concise task summaries and responsive performance, while keeping fees, eligibility, privacy and next steps available in the same journey rather than behind a social-only channel.
- 04
Prioritise clarity before catalogue expansion
Egham recorded +8.1% population change from 2001 to 2021 and -4% 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 E63012222. 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 Egham.
Mosalio does not claim an office, staff member, customer, or physical-delivery presence in Egham.
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.