E63012649 /South East evidence profile
South East evidence profile
Fleet digital planning profile
Fleet is a medium, non-coastal built-up area in South East. ONS records show a 2021 population of 37,800; the population expanded quickly 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
- E63012649
- ITL1 region
- South East
- Coastal
- Non-coastal
- Income-deprivation flag
- Lower deprivation
02 / Context
Three comparisons, with the benchmark stated
5.6% above the 11.2% median across complete England records in this ONS file.
in line with the 0% dataset median.
58.4% 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 92.3 of 100.
Lowest decile · percentile position 8.1 of 100.
Lower quartile · percentile position 16.8 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:b81ce1656e2…7150649a29f5
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 Fleet minus the named peer; a plus sign means the value recorded for Fleet is higher.
Regional peer
Camberley · E63012475
South East. Nearest complete record in South East. ONS classification: Nearer - Lower deprivation - Working.
- 2021 population
- +1,013 people
- Population change, 2001 to 2021
- +0.1 pp
- Economic inactivity
- -0.7 pp
- Employment change, 2015 to 2024
- -4.5 pp
- 2023 median house price
- +£40,000
- House-price growth, 2001 to 2023
- -11.1 pp
- Population aged under 25
- 0 pp
- Population aged 65 or over
- +1 pp
Classification peer
Wickford · E63011853
East of England. Nearest complete record outside South East with the same ONS combined classification. ONS classification: Nearer - Lower deprivation - Mixed.
- 2021 population
- +10,267 people
- Population change, 2001 to 2021
- +5.1 pp
- Economic inactivity
- -1.3 pp
- Employment change, 2015 to 2024
- 0 pp
- 2023 median house price
- +£90,000
- House-price growth, 2001 to 2023
- -46.3 pp
- Population aged under 25
- +0.1 pp
- Population aged 65 or over
- +0.4 pp
National peer
Wokingham · E63012266
South East. Nearest remaining complete England record. ONS classification: Nearer - Lower deprivation - Working.
- 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
05 / Evidence synthesis
Fleet evidence synthesis: 2023 median house price, House-price growth, 2001 to 2023, Economic inactivity
Fleet 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: 2023 median house price → 2021 population → Population change, 2001 to 2021 → Population aged under 25 → Population aged 65 or over → Employment change, 2015 to 2024 → 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 → Employment change, 2015 to 2024 → Population aged 65 or over → Population aged under 25.
Regional peer
2023 median house price: £455,000 · Camberley delta +£40,000
2023 median house price is one of Fleet's three furthest-from-middle observations: £455,000, percentile 92.3, highest decile. Against Camberley's reviewed regional record, the displayed delta is +£40,000. That comparator comes from the documented rule: nearest complete record in south east. Treat this combination as a hypothesis about pricing clarity, qualification steps and expectation setting, and test it through comprehension tests using the organisation's real offer and fees. This remains contextual evidence—a median house price is not a household affordability measure.
Classification peer
House-price growth, 2001 to 2023: 165.7% · Wickford delta -46.3 pp
For house-price growth, 2001 to 2023, the source reports 165.7% for Fleet. That sits in the lowest decile, 41.9 percentile points from the middle position. The same-source classification check uses Wickford, classified as Nearer - Lower deprivation - Mixed. The Fleet-minus-Wickford delta on this metric is -46.3 pp. 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. It must not be over-read, because historic price growth cannot support a current revenue claim.
National peer
Economic inactivity: 34.9% · Wokingham delta +0.1 pp
Among the eight reviewed measures, economic inactivity stands out for Fleet at 34.9%; its percentile position is 16.8 and its band is lower quartile. Wokingham, the named national peer from South East, differs by +0.1 pp when the calculation is Fleet minus peer. Nearest remaining complete England record. A defensible brief can turn the pair into a verification task for assisted, accessible and non-digital completion routes, using accessibility testing across real tasks and support-channel evidence before changing the information architecture. Keep the inference narrow: an aggregate inactivity rate cannot describe an individual visitor.
The distinctive metrics are not interchangeable: 2023 median house price, house-price growth, 2001 to 2023, economic inactivity each raise a different planning question when read beside Camberley, Wickford, Wokingham. For Fleet, 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: 37,800 people in 2021
Fleet's recorded population changed from 32,371 in 2001 to 37,800 in 2021 (+16.8%). 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: 20% aged 65 or over
The 2021 age-group series records 7,463 people aged 0 to 15, 2,994 aged 16 to 24, 19,761 aged 25 to 64 and 7,550 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: 34.9% economically inactive
ONS records economic inactivity at 34.9%. The published composition includes 24.6% retired, 1.4% long-term sick or disabled, 3.3% students and 3.9% looking after home or family. These categories support inclusive task design; they do not identify individual users or purchasing intent.
Economic context: £455,000 median house price in 2023
The median house-price series moved from £171,250 in 2001 to £410,000 in 2021 and £455,000 in 2023, a published change of +165.7%. 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 Fleet's 2023 median house price position and its +£40,000 difference from Camberley?
Camberley is the constrained regional reference and is classified as Nearer - Lower deprivation - Working; the question keeps a median house price is not a household affordability measure as an explicit limit.
- 02
What evidence would show that the house-price growth, 2001 to 2023 contrast between Fleet and Wickford should alter how dated economic context is labelled and maintained, rather than remain background context?
Wickford is the constrained classification reference and is classified as Nearer - Lower deprivation - Mixed; the question keeps historic price growth cannot support a current revenue claim as an explicit limit.
- 03
Where should the team record uncertainty when using Fleet's economic inactivity value and the Wokingham comparison to discuss assisted, accessible and non-digital completion routes?
Wokingham is the constrained national reference and is classified as Nearer - Lower deprivation - Working; the question keeps an aggregate inactivity rate cannot describe an individual visitor as an explicit limit.
- 04
For Fleet's medium, non-coastal, mixed 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—Camberley, Wickford, Wokingham—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
Fleet 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
Fleet 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
52.3% 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
Fleet recorded +16.8% 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 E63012649. 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 Fleet.
Mosalio does not claim an office, staff member, customer, or physical-delivery presence in Fleet.
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.