E63012692 /South East evidence profile
South East evidence profile
Deal digital planning profile
Deal is a medium, coastal built-up area in South East. ONS records show a 2021 population of 28,992; the population remained comparatively stable 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
- E63012692
- ITL1 region
- South East
- Coastal
- Coastal
- Income-deprivation flag
- Higher deprivation
02 / Context
Three comparisons, with the benchmark stated
8.4% below the 11.2% median across complete England records in this ONS file.
in line with the 0% dataset median.
75.9% 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
Highest decile · percentile position 93.8 of 100.
Lowest decile · percentile position 7.7 of 100.
Highest decile · percentile position 92.1 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: sha256:613199a3a09…d8f219d034f0
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 Deal minus the named peer; a plus sign means the value recorded for Deal is higher.
Regional peer
Broadstairs · E63012280
South East. Nearest complete record in South East. ONS classification: Further - Medium deprivation - Working.
- 2021 population
- +3,212 people
- Population change, 2001 to 2021
- -1.6 pp
- Economic inactivity
- -0.5 pp
- Employment change, 2015 to 2024
- +9.1 pp
- 2023 median house price
- -£51,000
- House-price growth, 2001 to 2023
- +12.5 pp
- Population aged under 25
- -0.9 pp
- Population aged 65 or over
- -0.9 pp
Classification peer
Dawlish · E63013975
South West. Nearest complete record outside South East with the same ONS combined classification. ONS classification: Further - Higher deprivation - Residential.
- 2021 population
- +17,192 people
- Population change, 2001 to 2021
- -14.5 pp
- Economic inactivity
- -0.5 pp
- Employment change, 2015 to 2024
- -11.1 pp
- 2023 median house price
- +£45,000
- House-price growth, 2001 to 2023
- +66.7 pp
- Population aged under 25
- +1.3 pp
- Population aged 65 or over
- -2.2 pp
National peer
Felixstowe · E63011061
East of England. Nearest remaining complete England record. ONS classification: Nearer - Medium deprivation - Working.
- 2021 population
- +4,774 people
- Population change, 2001 to 2021
- +1.6 pp
- Economic inactivity
- +0.4 pp
- Employment change, 2015 to 2024
- +7.7 pp
- 2023 median house price
- +£15,000
- House-price growth, 2001 to 2023
- +18.8 pp
- Population aged under 25
- +0.3 pp
- Population aged 65 or over
- -1.5 pp
05 / Evidence synthesis
Deal evidence synthesis: House-price growth, 2001 to 2023, Population aged under 25, Economic inactivity
Deal is recorded as a medium, coastal, residential built-up area, further from 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 → Economic inactivity → Population aged 65 or over → 2021 population → 2023 median house price → Employment change, 2015 to 2024 → Population change, 2001 to 2021 → Population aged under 25.
Furthest-to-nearest distance from the middle percentile: House-price growth, 2001 to 2023 → Population aged under 25 → Economic inactivity → Population aged 65 or over → Population change, 2001 to 2021 → 2021 population → 2023 median house price → Employment change, 2015 to 2024.
Regional peer
House-price growth, 2001 to 2023: 300% · Broadstairs delta +12.5 pp
At 300%, house-price growth, 2001 to 2023 places Deal in the highest decile and at percentile 93.8 of the reviewed distribution. For a bounded comparison rather than a national average, Broadstairs supplies the regional reference; Deal is +12.5 pp from it on the displayed scale. A defensible brief can turn the pair into a verification task for how dated economic context is labelled and maintained, using source-date checks and user tests for interpretation before changing the information architecture. The boundary is important: historic price growth cannot support a current revenue claim.
Classification peer
Population aged under 25: 23.4% · Dawlish delta +1.3 pp
For population aged under 25, the source reports 23.4% for Deal. That sits in the lowest decile, 42.3 percentile points from the middle position. The constrained classification comparison is Dawlish (E63013975). On this measure, Deal minus that record is +1.3 pp; the selection basis is nearest complete record outside south east with the same ons combined classification. This evidence can narrow a discovery question around mobile task speed, privacy explanation and channel continuity, while cross-device usability sessions without age-based assumptions supplies the user-level check the aggregate data cannot provide. This remains contextual evidence—an age-group share does not determine channel preference.
National peer
Economic inactivity: 47.1% · Felixstowe delta +0.4 pp
At 47.1%, economic inactivity places Deal in the highest decile and at percentile 92.1 of the reviewed distribution. For a bounded comparison rather than a national average, Felixstowe supplies the national reference; Deal is +0.4 pp from it on the displayed scale. 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. The boundary is important: an aggregate inactivity rate cannot describe an individual visitor.
Deal's evidence pattern combines the medium, coastal, residential built-up area, further from a major town or city frame with three percentile observations and peer-specific deltas. That combination can make discovery more precise, but it cannot establish what residents want or whether a service has local demand. Decisions should remain reversible until direct research or measured website behaviour confirms them.
06 / Evidence interpretation
Planning signals before design decisions
Population context: 28,992 people in 2021
Deal's recorded population changed from 28,189 in 2001 to 28,992 in 2021 (+2.8%). 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: 28% aged 65 or over
The 2021 age-group series records 4,540 people aged 0 to 15, 2,233 aged 16 to 24, 14,083 aged 25 to 64 and 8,121 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: 47.1% economically inactive
ONS records economic inactivity at 47.1%. The published composition includes 32.2% retired, 5.1% long-term sick or disabled, 3.1% students and 4.2% looking after home or family. These categories support inclusive task design; they do not identify individual users or purchasing intent.
Economic context: £320,000 median house price in 2023
The median house-price series moved from £79,995 in 2001 to £299,450 in 2021 and £320,000 in 2023, a published change of +300%. 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 how dated economic context is labelled and maintained after seeing Deal's house-price growth, 2001 to 2023 position and its +12.5 pp difference from Broadstairs?
Evidence basis: 300%, highest decile, with Deal minus the regional peer equal to +12.5 pp. Validation route: source-date checks and user tests for interpretation.
- 02
Before prioritising mobile task speed, privacy explanation and channel continuity, which part of cross-device usability sessions without age-based assumptions would verify whether this population aged under 25 observation matters to users in Deal?
Evidence basis: 23.4%, lowest decile, with Deal minus the classification peer equal to +1.3 pp. Validation route: cross-device usability sessions without age-based assumptions.
- 03
What evidence would show that the economic inactivity contrast between Deal and Felixstowe should alter assisted, accessible and non-digital completion routes, rather than remain background context?
Felixstowe is the constrained national reference and is classified as Nearer - Medium deprivation - Working; the question keeps an aggregate inactivity rate cannot describe an individual visitor as an explicit limit.
- 04
For Deal's medium, coastal, residential built-up area, further from a major town or city classification, how should house-price growth, 2001 to 2023, population aged under 25, 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—Broadstairs, Dawlish, Felixstowe—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
Make service boundaries explicit
Deal is classified as residential. Explain delivery areas, remote or on-site conditions, response times and exclusions in visible copy. This reduces ambiguity for residents without inventing a local office or multiplying near-identical neighbourhood pages.
- 02
Let the page complete the decision remotely
Deal is further from a major town or city in the ONS classification. Put scope, process, timelines, accessibility options and meeting arrangements on the page so a user can evaluate fit without assuming a nearby branch or travelling for basic information.
- 03
Treat readability as a conversion requirement
28% of the recorded 2021 age-group total is aged 65 or over. Use plain language, strong focus states, generous type, keyboard-operable controls and a non-digital contact alternative; validate these choices with real users rather than assuming age determines ability.
- 04
Prioritise clarity before catalogue expansion
Deal recorded +2.8% population change from 2001 to 2021 and 0% 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 E63012692. 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 Deal.
Mosalio does not claim an office, staff member, customer, or physical-delivery presence in Deal.
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.