E63012266 /South East evidence profile
South East evidence profile
Wokingham digital planning profile
Wokingham is a medium, non-coastal built-up area in South East. ONS records show a 2021 population of 50,320; the population expanded quickly between 2001 and 2021, while the 2015 to 2024 employment series shows modest employment growth. 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
- E63012266
- ITL1 region
- South East
- Coastal
- Non-coastal
- Income-deprivation flag
- Lower deprivation
02 / Context
Three comparisons, with the benchmark stated
7.9% above the 11.2% median across complete England records in this ONS file.
9.1% above the 0% dataset median.
60.9% 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 94.8 of 100.
Lowest decile · percentile position 6.8 of 100.
Lower quartile · percentile position 16.3 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:a73e0c15a93…439993d0cb75
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 Wokingham minus the named peer; a plus sign means the value recorded for Wokingham is higher.
Regional peer
Fleet · E63012649
South East. Nearest complete record in South East. ONS classification: Nearer - Lower deprivation - Mixed.
- 2021 population
- +12,520 people
- Population change, 2001 to 2021
- +2.3 pp
- Economic inactivity
- -0.1 pp
- Employment change, 2015 to 2024
- +9.1 pp
- 2023 median house price
- +£45,000
- House-price growth, 2001 to 2023
- -2.5 pp
- Population aged under 25
- +0.8 pp
- Population aged 65 or over
- -1.2 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
- +21,513 people
- Population change, 2001 to 2021
- +2.6 pp
- Economic inactivity
- +3.1 pp
- Employment change, 2015 to 2024
- +15 pp
- 2023 median house price
- +£68,000
- House-price growth, 2001 to 2023
- -34.7 pp
- Population aged under 25
- +0.4 pp
- Population aged 65 or over
- +2.6 pp
National peer
Camberley · E63012475
South East. Nearest remaining complete England record. ONS classification: Nearer - Lower deprivation - Working.
- 2021 population
- +13,533 people
- Population change, 2001 to 2021
- +2.4 pp
- Economic inactivity
- -0.8 pp
- Employment change, 2015 to 2024
- +4.6 pp
- 2023 median house price
- +£85,000
- House-price growth, 2001 to 2023
- -13.6 pp
- Population aged under 25
- +0.8 pp
- Population aged 65 or over
- -0.1 pp
05 / Evidence synthesis
Wokingham evidence synthesis: 2023 median house price, House-price growth, 2001 to 2023, Economic inactivity
Wokingham 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 → Employment change, 2015 to 2024 → Population aged 65 or over → Economic inactivity → House-price growth, 2001 to 2023.
Furthest-to-nearest distance from the middle percentile: 2023 median house price → House-price growth, 2001 to 2023 → Economic inactivity → 2021 population → Population change, 2001 to 2021 → Population aged under 25 → Population aged 65 or over → Employment change, 2015 to 2024.
Regional peer
2023 median house price: £500,000 · Fleet delta +£45,000
The reviewed record positions Wokingham at percentile 94.8 for 2023 median house price; its published value is £500,000 and its band is highest decile. The same-source regional check uses Fleet, classified as Nearer - Lower deprivation - Mixed. The Wokingham-minus-Fleet delta on this metric is +£45,000. A defensible brief can turn the pair into a verification task for pricing clarity, qualification steps and expectation setting, using comprehension tests using the organisation's real offer and fees before changing the information architecture. The boundary is important: a median house price is not a household affordability measure.
Classification peer
House-price growth, 2001 to 2023: 163.2% · Hertford delta -34.7 pp
Wokingham's house-price growth, 2001 to 2023 is 163.2%, a lowest decile result at percentile 6.8 among 936 complete England records. For a bounded comparison rather than a national average, Hertford supplies the classification reference; Wokingham is -34.7 pp from it on the displayed scale. 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. This remains contextual evidence—historic price growth cannot support a current revenue claim.
National peer
Economic inactivity: 34.8% · Camberley delta -0.8 pp
For economic inactivity, the source reports 34.8% for Wokingham. That sits in the lower quartile, 33.7 percentile points from the middle position. The same-source national check uses Camberley, classified as Nearer - Lower deprivation - Working. The Wokingham-minus-Camberley delta on this metric is -0.8 pp. Its practical use is to frame—not answer—a question about assisted, accessible and non-digital completion routes; the next evidence should come from accessibility testing across real tasks and support-channel evidence. It must not be over-read, because an aggregate inactivity rate cannot describe an individual visitor.
Together, 2023 median house price, house-price growth, 2001 to 2023, economic inactivity and the constrained comparisons with Fleet, Hertford, Camberley create three separate research tracks for Wokingham. 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: 50,320 people in 2021
Wokingham's recorded population changed from 42,259 in 2001 to 50,320 in 2021 (+19.1%). 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: 18.8% aged 65 or over
The 2021 age-group series records 10,173 people aged 0 to 15, 4,174 aged 16 to 24, 26,520 aged 25 to 64 and 9,485 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: 34.8% economically inactive
ONS records economic inactivity at 34.8%. The published composition includes 23.4% retired, 1.9% long-term sick or disabled, 3.8% students and 3.8% looking after home or family. These categories support inclusive task design; they do not identify individual users or purchasing intent.
Economic context: £500,000 median house price in 2023
The median house-price series moved from £189,950 in 2001 to £450,000 in 2021 and £500,000 in 2023, a published change of +163.2%. 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
Which real user task would justify changing pricing clarity, qualification steps and expectation setting after seeing Wokingham's 2023 median house price position and its +£45,000 difference from Fleet?
Evidence basis: £500,000, highest decile, with Wokingham minus the regional peer equal to +£45,000. Validation route: comprehension tests using the organisation's real offer and fees.
- 02
Where should the team record uncertainty when using Wokingham's house-price growth, 2001 to 2023 value and the Hertford comparison to discuss how dated economic context is labelled and maintained?
Evidence basis: 163.2%, lowest decile, with Wokingham minus the classification peer equal to -34.7 pp. Validation route: source-date checks and user tests for interpretation.
- 03
What evidence would show that the economic inactivity contrast between Wokingham and Camberley should alter assisted, accessible and non-digital completion routes, 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 Wokingham's medium, non-coastal, working built-up area, nearer to a major town or city classification, how should 2023 median house price, house-price growth, 2001 to 2023, 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—Fleet, Hertford, Camberley—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
Wokingham 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
Wokingham 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
52.7% 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
Wokingham recorded +19.1% population change from 2001 to 2021 and +9.1% 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 E63012266. 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 Wokingham.
Mosalio does not claim an office, staff member, customer, or physical-delivery presence in Wokingham.
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.