E63012710 /South East evidence profile
South East evidence profile
Aldershot digital planning profile
Aldershot is a medium, non-coastal built-up area in South East. ONS records show a 2021 population of 39,827; 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
- E63012710
- ITL1 region
- South East
- Coastal
- Non-coastal
- Income-deprivation flag
- Higher deprivation
02 / Context
Three comparisons, with the benchmark stated
6.5% above the 11.2% median across complete England records in this ONS file.
5.6% above the 0% dataset median.
20.2% 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
Lowest decile · percentile position 4.7 of 100.
Lowest decile · percentile position 8.3 of 100.
Upper quartile · percentile position 77.3 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: sha256:962decb8791…40535c8e995f
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 Aldershot minus the named peer; a plus sign means the value recorded for Aldershot is higher.
Regional peer
Banbury · E63010935
South East. Nearest complete record in South East. ONS classification: Further - Higher deprivation - Working.
- 2021 population
- -12,214 people
- Population change, 2001 to 2021
- -6.8 pp
- Economic inactivity
- -0.1 pp
- Employment change, 2015 to 2024
- -1.1 pp
- 2023 median house price
- +£60,000
- House-price growth, 2001 to 2023
- +5 pp
- Population aged under 25
- 0 pp
- Population aged 65 or over
- -1 pp
Classification peer
Daventry · E63010458
East Midlands. Nearest complete record outside South East with the same ONS combined classification. ONS classification: Nearer - Higher deprivation - Working.
- 2021 population
- +12,044 people
- Population change, 2001 to 2021
- -10.1 pp
- Economic inactivity
- -2.3 pp
- Employment change, 2015 to 2024
- +5.6 pp
- 2023 median house price
- +£80,000
- House-price growth, 2001 to 2023
- +17.4 pp
- Population aged under 25
- +0.2 pp
- Population aged 65 or over
- -2.2 pp
National peer
Bishop's Stortford · E63011309
East of England. Nearest remaining complete England record. ONS classification: Nearer - Lower deprivation - Mixed.
- 2021 population
- -1,089 people
- Population change, 2001 to 2021
- +0.8 pp
- Economic inactivity
- -0.5 pp
- Employment change, 2015 to 2024
- -1.1 pp
- 2023 median house price
- -£115,000
- House-price growth, 2001 to 2023
- -7.6 pp
- Population aged under 25
- -0.3 pp
- Population aged 65 or over
- -1.2 pp
05 / Evidence synthesis
Aldershot evidence synthesis: Economic inactivity, Population aged 65 or over, 2021 population
Aldershot 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: 2021 population → Population aged under 25 → Population change, 2001 to 2021 → 2023 median house price → Employment change, 2015 to 2024 → House-price growth, 2001 to 2023 → Population aged 65 or over → Economic inactivity.
Furthest-to-nearest distance from the middle percentile: Economic inactivity → Population aged 65 or over → 2021 population → Population aged under 25 → Population change, 2001 to 2021 → 2023 median house price → House-price growth, 2001 to 2023 → Employment change, 2015 to 2024.
Regional peer
Economic inactivity: 31.4% · Banbury delta -0.1 pp
For economic inactivity, the source reports 31.4% for Aldershot. That sits in the lowest decile, 45.3 percentile points from the middle position. Banbury, the named regional peer from South East, differs by -0.1 pp when the calculation is Aldershot minus peer. Nearest complete record in South East. 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. Keep the inference narrow: an aggregate inactivity rate cannot describe an individual visitor.
Classification peer
Population aged 65 or over: 14.2% · Daventry delta -2.2 pp
The reviewed record positions Aldershot at percentile 8.3 for population aged 65 or over; its published value is 14.2% and its band is lowest decile. The constrained classification comparison is Daventry (E63010458). On this measure, Aldershot minus that record is -2.2 pp; the selection basis is nearest complete record outside south east with the same ons combined classification. Its practical use is to frame—not answer—a question about readability, keyboard access and assisted alternatives; the next evidence should come from inclusive usability sessions and accessibility conformance checks. The responsible interpretation stops short of intent: an age-group share does not determine digital ability.
National peer
2021 population: 39,827 · Bishop's Stortford delta -1,089 people
2021 population is one of Aldershot's three furthest-from-middle observations: 39,827, percentile 77.3, upper quartile. The same-source national check uses Bishop's Stortford, classified as Nearer - Lower deprivation - Mixed. The Aldershot-minus-Bishop's Stortford delta on this metric is -1,089 people. Its practical use is to frame—not answer—a question about content hierarchy and service-capacity assumptions; the next evidence should come from task-frequency interviews and observed completion data. Keep the inference narrow: population size does not establish addressable demand.
The distinctive metrics are not interchangeable: economic inactivity, population aged 65 or over, 2021 population each raise a different planning question when read beside Banbury, Daventry, Bishop's Stortford. For Aldershot, 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: 39,827 people in 2021
Aldershot's recorded population changed from 33,840 in 2001 to 39,827 in 2021 (+17.7%). 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: 14.2% aged 65 or over
The 2021 age-group series records 7,624 people aged 0 to 15, 3,993 aged 16 to 24, 22,540 aged 25 to 64 and 5,666 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: 31.4% economically inactive
ONS records economic inactivity at 31.4%. The published composition includes 15.6% retired, 3.4% long-term sick or disabled, 3.3% students and 4.6% looking after home or family. These categories support inclusive task design; they do not identify individual users or purchasing intent.
Economic context: £335,000 median house price in 2023
The median house-price series moved from £110,250 in 2001 to £305,000 in 2021 and £335,000 in 2023, a published change of +203.9%. 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 Aldershot's economic inactivity value and the Banbury comparison to discuss assisted, accessible and non-digital completion routes?
Banbury is the constrained regional reference and is classified as Further - Higher deprivation - Working; the question keeps an aggregate inactivity rate cannot describe an individual visitor as an explicit limit.
- 02
How should a prototype test readability, keyboard access and assisted alternatives without assuming that Aldershot's percentile 8.3 position predicts an individual user's needs?
Evidence basis: 14.2%, lowest decile, with Aldershot minus the classification peer equal to -2.2 pp. Validation route: inclusive usability sessions and accessibility conformance checks.
- 03
Which real user task would justify changing content hierarchy and service-capacity assumptions after seeing Aldershot's 2021 population position and its -1,089 people difference from Bishop's Stortford?
Bishop's Stortford is the constrained national reference and is classified as Nearer - Lower deprivation - Mixed; the question keeps population size does not establish addressable demand as an explicit limit.
- 04
For Aldershot's medium, non-coastal, working built-up area, nearer to a major town or city classification, how should economic inactivity, population aged 65 or over, 2021 population be tested as separate website hypotheses without turning the combined pattern into a claim about local demand?
Cross-check all three named comparisons—Banbury, Daventry, Bishop's Stortford—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
Aldershot 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
Aldershot 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
56.6% 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
Aldershot recorded +17.7% population change from 2001 to 2021 and +5.6% 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 E63012710. 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 Aldershot.
Mosalio does not claim an office, staff member, customer, or physical-delivery presence in Aldershot.
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.