E63012816 /South East evidence profile
South East evidence profile
Andover digital planning profile
Andover is a medium, non-coastal built-up area in South East. ONS records show a 2021 population of 48,484; the population expanded quickly between 2001 and 2021, while the 2015 to 2024 employment series shows a modest employment contraction. 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
- E63012816
- ITL1 region
- South East
- Coastal
- Non-coastal
- Income-deprivation flag
- Medium deprivation
02 / Context
Three comparisons, with the benchmark stated
23.8% above the 11.2% median across complete England records in this ONS file.
4% below the 0% dataset median.
62.7% 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 of 100.
Lowest decile · percentile position 6.3 of 100.
Highest decile · percentile position 90.9 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:b2bf43a8346…c2a11498863e
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 Andover minus the named peer; a plus sign means the value recorded for Andover is higher.
Regional peer
Newbury · E63012319
South East. Nearest complete record in South East. ONS classification: Nearer - Medium deprivation - Working.
- 2021 population
- +5,236 people
- Population change, 2001 to 2021
- +7.8 pp
- Economic inactivity
- -1.8 pp
- Employment change, 2015 to 2024
- +4.8 pp
- 2023 median house price
- -£82,500
- House-price growth, 2001 to 2023
- -27.7 pp
- Population aged under 25
- +1.3 pp
- Population aged 65 or over
- -2.5 pp
Classification peer
Bromsgrove · E63010298
West Midlands. Nearest complete record outside South East with the same ONS combined classification. ONS classification: Nearer - Medium deprivation - Working.
- 2021 population
- +13,725 people
- Population change, 2001 to 2021
- +17.4 pp
- Economic inactivity
- -6 pp
- Employment change, 2015 to 2024
- -11.1 pp
- 2023 median house price
- +£10,000
- House-price growth, 2001 to 2023
- +26.1 pp
- Population aged under 25
- +0.3 pp
- Population aged 65 or over
- -4.4 pp
National peer
Daventry · E63010458
East Midlands. Nearest remaining complete England record. ONS classification: Nearer - Higher deprivation - Working.
- 2021 population
- +20,701 people
- Population change, 2001 to 2021
- +7.2 pp
- Economic inactivity
- -2.7 pp
- Employment change, 2015 to 2024
- -4 pp
- 2023 median house price
- +£32,500
- House-price growth, 2001 to 2023
- -25.1 pp
- Population aged under 25
- 0 pp
- Population aged 65 or over
- -0.8 pp
05 / Evidence synthesis
Andover evidence synthesis: Economic inactivity, House-price growth, 2001 to 2023, Population change, 2001 to 2021
Andover 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: Population change, 2001 to 2021 → 2021 population → Population aged under 25 → 2023 median house price → Employment change, 2015 to 2024 → Population aged 65 or over → House-price growth, 2001 to 2023 → Economic inactivity.
Furthest-to-nearest distance from the middle percentile: Economic inactivity → House-price growth, 2001 to 2023 → Population change, 2001 to 2021 → Population aged 65 or over → 2021 population → Employment change, 2015 to 2024 → Population aged under 25 → 2023 median house price.
Regional peer
Economic inactivity: 31% · Newbury delta -1.8 pp
Among the eight reviewed measures, economic inactivity stands out for Andover at 31%; its percentile position is 4 and its band is lowest decile. Against Newbury's reviewed regional record, the displayed delta is -1.8 pp. That comparator comes from the documented rule: nearest complete record in south east. Treat this combination as a hypothesis about assisted, accessible and non-digital completion routes, and test it through accessibility testing across real tasks and support-channel evidence. The boundary is important: an aggregate inactivity rate cannot describe an individual visitor.
Classification peer
House-price growth, 2001 to 2023: 161.4% · Bromsgrove delta +26.1 pp
At 161.4%, house-price growth, 2001 to 2023 places Andover in the lowest decile and at percentile 6.3 of the reviewed distribution. For a bounded comparison rather than a national average, Bromsgrove supplies the classification reference; Andover is +26.1 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. This remains contextual evidence—historic price growth cannot support a current revenue claim.
National peer
Population change, 2001 to 2021: 35% · Daventry delta +7.2 pp
Andover's population change, 2001 to 2021 is 35%, a highest decile result at percentile 90.9 among 936 complete England records. For a bounded comparison rather than a national average, Daventry supplies the national reference; Andover is +7.2 pp from it on the displayed scale. A defensible brief can turn the pair into a verification task for update cadence, ownership and change-ready content models, using dated user research and a documented content-review cycle before changing the information architecture. It must not be over-read, because historic population change is neither a forecast nor a lead estimate.
Andover's evidence pattern combines the medium, non-coastal, working built-up area, nearer to 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: 48,484 people in 2021
Andover's recorded population changed from 35,904 in 2001 to 48,484 in 2021 (+35%). 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: 15.6% aged 65 or over
The 2021 age-group series records 9,622 people aged 0 to 15, 4,396 aged 16 to 24, 26,886 aged 25 to 64 and 7,575 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% economically inactive
ONS records economic inactivity at 31%. The published composition includes 18.2% retired, 3.5% long-term sick or disabled, 2.8% 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: £287,500 median house price in 2023
The median house-price series moved from £110,000 in 2001 to £273,250 in 2021 and £287,500 in 2023, a published change of +161.4%. 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 -1.8 pp is included in a brief, what decision about assisted, accessible and non-digital completion routes could it inform and what result would falsify that hypothesis?
The prompt combines one distinctive metric with the named regional comparator selected by the eight-metric method. It does not treat either record as search, lead or customer evidence.
- 02
If the classification peer delta of +26.1 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?
The prompt combines one distinctive metric with the named classification comparator selected by the eight-metric method. It does not treat either record as search, lead or customer evidence.
- 03
How should a prototype test update cadence, ownership and change-ready content models without assuming that Andover's percentile 90.9 position predicts an individual user's needs?
Evidence basis: 35%, highest decile, with Andover minus the national peer equal to +7.2 pp. Validation route: dated user research and a documented content-review cycle.
- 04
For Andover's medium, non-coastal, working built-up area, nearer to a major town or city classification, how should economic inactivity, house-price growth, 2001 to 2023, population change, 2001 to 2021 be tested as separate website hypotheses without turning the combined pattern into a claim about local demand?
Cross-check all three named comparisons—Newbury, Bromsgrove, Daventry—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
Andover 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
Andover 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
55.5% 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
Andover recorded +35% population change from 2001 to 2021 and -4% 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 E63012816. 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 Andover.
Mosalio does not claim an office, staff member, customer, or physical-delivery presence in Andover.
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.