E63012448 /South East evidence profile
South East evidence profile
Faversham digital planning profile
Faversham is a medium, non-coastal built-up area in South East. ONS records show a 2021 population of 20,690; 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
- E63012448
- ITL1 region
- South East
- Coastal
- Non-coastal
- Income-deprivation flag
- Higher deprivation
02 / Context
Three comparisons, with the benchmark stated
2.3% above the 11.2% median across complete England records in this ONS file.
in line with the 0% dataset median.
45.2% 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
Upper quartile · percentile position 84 of 100.
Middle half · percentile position 69.8 of 100.
Middle half · percentile position 37.3 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: sha256:474d04438c6…f47426476497
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 Faversham minus the named peer; a plus sign means the value recorded for Faversham is higher.
Regional peer
Shoreham-by-Sea · E63013678
South East. Nearest complete record in South East. ONS classification: Nearer - Medium deprivation - Working.
- 2021 population
- -2,969 people
- Population change, 2001 to 2021
- -1.5 pp
- Economic inactivity
- +0.4 pp
- Employment change, 2015 to 2024
- -12.5 pp
- 2023 median house price
- -£93,750
- House-price growth, 2001 to 2023
- +31.6 pp
- Population aged under 25
- +0.9 pp
- Population aged 65 or over
- -1.7 pp
Classification peer
Tiverton (Mid Devon) · E63013547
South West. Nearest complete record outside South East with the same ONS combined classification. ONS classification: Nearer - Higher deprivation - Mixed.
- 2021 population
- +980 people
- Population change, 2001 to 2021
- -4.2 pp
- Economic inactivity
- +1 pp
- Employment change, 2015 to 2024
- 0 pp
- 2023 median house price
- +£77,500
- House-price growth, 2001 to 2023
- +15.7 pp
- Population aged under 25
- -1.4 pp
- Population aged 65 or over
- -0.1 pp
National peer
Sudbury · E63010924
East of England. Nearest remaining complete England record. ONS classification: Further - Higher deprivation - Working.
- 2021 population
- -3,232 people
- Population change, 2001 to 2021
- -5 pp
- Economic inactivity
- +0.2 pp
- Employment change, 2015 to 2024
- 0 pp
- 2023 median house price
- +£37,750
- House-price growth, 2001 to 2023
- +12.5 pp
- Population aged under 25
- +0.3 pp
- Population aged 65 or over
- -1.3 pp
05 / Evidence synthesis
Faversham evidence synthesis: House-price growth, 2001 to 2023, 2023 median house price, Employment change, 2015 to 2024
Faversham is recorded as a medium, non-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: House-price growth, 2001 to 2023 → 2023 median house price → Population aged 65 or over → Population change, 2001 to 2021 → Economic inactivity → 2021 population → Population aged under 25 → Employment change, 2015 to 2024.
Furthest-to-nearest distance from the middle percentile: House-price growth, 2001 to 2023 → 2023 median house price → Employment change, 2015 to 2024 → Population aged 65 or over → Population change, 2001 to 2021 → Economic inactivity → 2021 population → Population aged under 25.
Regional peer
House-price growth, 2001 to 2023: 269.3% · Shoreham-by-Sea delta +31.6 pp
Among the eight reviewed measures, house-price growth, 2001 to 2023 stands out for Faversham at 269.3%; its percentile position is 84 and its band is upper quartile. Using Shoreham-by-Sea as the regional peer, the profile-minus-peer delta is +31.6 pp; the peer was selected because nearest complete record in south east. Treat this combination as a hypothesis about how dated economic context is labelled and maintained, and test it through source-date checks and user tests for interpretation. The boundary is important: historic price growth cannot support a current revenue claim.
Classification peer
2023 median house price: £325,000 · Tiverton (Mid Devon) delta +£77,500
2023 median house price is one of Faversham's three furthest-from-middle observations: £325,000, percentile 69.8, middle half. For a bounded comparison rather than a national average, Tiverton (Mid Devon) supplies the classification reference; Faversham is +£77,500 from it on the displayed scale. 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. No user or market conclusion follows automatically; a median house price is not a household affordability measure.
National peer
Employment change, 2015 to 2024: 0% · Sudbury delta 0 pp
At 0%, employment change, 2015 to 2024 places Faversham in the middle half and at percentile 37.3 of the reviewed distribution. For a bounded comparison rather than a national average, Sudbury supplies the national reference; Faversham is 0 pp from it on the displayed scale. Its practical use is to frame—not answer—a question about the separation of employer, worker and customer journeys; the next evidence should come from journey interviews plus measured form and contact outcomes. No user or market conclusion follows automatically; employment change does not prove commercial search intent.
The distinctive metrics are not interchangeable: house-price growth, 2001 to 2023, 2023 median house price, employment change, 2015 to 2024 each raise a different planning question when read beside Shoreham-by-Sea, Tiverton (Mid Devon), Sudbury. For Faversham, 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: 20,690 people in 2021
Faversham's recorded population changed from 18,222 in 2001 to 20,690 in 2021 (+13.5%). 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: 21.7% aged 65 or over
The 2021 age-group series records 3,777 people aged 0 to 15, 1,814 aged 16 to 24, 10,592 aged 25 to 64 and 4,497 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: 40.8% economically inactive
ONS records economic inactivity at 40.8%. The published composition includes 25.7% retired, 3.9% long-term sick or disabled, 3.6% students and 5% looking after home or family. These categories support inclusive task design; they do not identify individual users or purchasing intent.
Economic context: £325,000 median house price in 2023
The median house-price series moved from £87,998 in 2001 to £350,000 in 2021 and £325,000 in 2023, a published change of +269.3%. 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 +31.6 pp is included in a brief, what decision about how dated economic context is labelled and maintained could it inform and what result would falsify that hypothesis?
This question is traceable to house-price growth, 2001 to 2023 at percentile 84 and a +31.6 pp profile-minus-peer difference, not to inferred local behaviour.
- 02
Where should the team record uncertainty when using Faversham's 2023 median house price value and the Tiverton (Mid Devon) comparison to discuss pricing clarity, qualification steps and expectation setting?
Tiverton (Mid Devon) is the constrained classification reference and is classified as Nearer - Higher deprivation - Mixed; the question keeps a median house price is not a household affordability measure as an explicit limit.
- 03
Which real user task would justify changing the separation of employer, worker and customer journeys after seeing Faversham's employment change, 2015 to 2024 position and its 0 pp difference from Sudbury?
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 Faversham's medium, non-coastal, mixed built-up area, nearer to a major town or city classification, how should house-price growth, 2001 to 2023, 2023 median house price, 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—Shoreham-by-Sea, Tiverton (Mid Devon), Sudbury—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
Faversham 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
Faversham 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
51.2% 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
Prepare the content model for change
Faversham recorded +13.5% 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 E63012448. 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 Faversham.
Mosalio does not claim an office, staff member, customer, or physical-delivery presence in Faversham.
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.