E63013178 /South East evidence profile
South East evidence profile
Crowborough digital planning profile
Crowborough is a medium, non-coastal built-up area in South East. ONS records show a 2021 population of 21,990; the population grew steadily between 2001 and 2021, while the 2015 to 2024 employment series shows a material 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
- E63013178
- ITL1 region
- South East
- Coastal
- Non-coastal
- Income-deprivation flag
- Lower deprivation
02 / Context
Three comparisons, with the benchmark stated
2.8% below the 11.2% median across complete England records in this ONS file.
12.5% below the 0% dataset median.
26.8% 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 90.3 of 100.
Lower quartile · percentile position 12.6 of 100.
Upper quartile · percentile position 83.9 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:ca4280376ab…8982bab74520
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 Crowborough minus the named peer; a plus sign means the value recorded for Crowborough is higher.
Regional peer
Horndean · E63013569
South East. Nearest complete record in South East. ONS classification: Nearer - Lower deprivation - Residential.
- 2021 population
- -12,056 people
- Population change, 2001 to 2021
- -0.9 pp
- Economic inactivity
- +2 pp
- Employment change, 2015 to 2024
- -12.5 pp
- 2023 median house price
- +£87,000
- House-price growth, 2001 to 2023
- +17.3 pp
- Population aged under 25
- -0.5 pp
- Population aged 65 or over
- +1.7 pp
Classification peer
Chapel-en-le-Frith · E63008599
East Midlands. Nearest complete record outside South East with the same ONS combined classification. ONS classification: Further - Lower deprivation - Mixed.
- 2021 population
- +14,755 people
- Population change, 2001 to 2021
- -7.4 pp
- Economic inactivity
- +1.3 pp
- Employment change, 2015 to 2024
- -12.5 pp
- 2023 median house price
- +£187,000
- House-price growth, 2001 to 2023
- -21.2 pp
- Population aged under 25
- -1 pp
- Population aged 65 or over
- +2.3 pp
National peer
Frampton Cotterell and Winterbourne · E63012037
South West. Nearest remaining complete England record. ONS classification: Nearer - Lower deprivation - Residential.
- 2021 population
- +7,021 people
- Population change, 2001 to 2021
- +2.2 pp
- Economic inactivity
- +1 pp
- Employment change, 2015 to 2024
- -12.5 pp
- 2023 median house price
- +£42,000
- House-price growth, 2001 to 2023
- -6.5 pp
- Population aged under 25
- -1.3 pp
- Population aged 65 or over
- +1 pp
05 / Evidence synthesis
Crowborough evidence synthesis: 2023 median house price, Employment change, 2015 to 2024, Population aged 65 or over
Crowborough is recorded as a medium, non-coastal, mixed 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: 2023 median house price → Population aged 65 or over → Economic inactivity → 2021 population → Population change, 2001 to 2021 → House-price growth, 2001 to 2023 → Population aged under 25 → Employment change, 2015 to 2024.
Furthest-to-nearest distance from the middle percentile: 2023 median house price → Employment change, 2015 to 2024 → Population aged 65 or over → Population aged under 25 → House-price growth, 2001 to 2023 → Economic inactivity → Population change, 2001 to 2021 → 2021 population.
Regional peer
2023 median house price: £437,000 · Horndean delta +£87,000
Crowborough's 2023 median house price is £437,000, a highest decile result at percentile 90.3 among 936 complete England records. Against Horndean's reviewed regional record, the displayed delta is +£87,000. That comparator comes from the documented rule: nearest complete record in south east. 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.
Classification peer
Employment change, 2015 to 2024: -12.5% · Chapel-en-le-Frith delta -12.5 pp
The reviewed record positions Crowborough at percentile 12.6 for employment change, 2015 to 2024; its published value is -12.5% and its band is lower quartile. Using Chapel-en-le-Frith as the classification peer, the profile-minus-peer delta is -12.5 pp; the peer was selected because nearest complete record outside south east with the same ons combined classification. 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. It must not be over-read, because employment change does not prove commercial search intent.
National peer
Population aged 65 or over: 25.8% · Frampton Cotterell and Winterbourne delta +1 pp
At 25.8%, population aged 65 or over places Crowborough in the upper quartile and at percentile 83.9 of the reviewed distribution. Frampton Cotterell and Winterbourne, the named national peer from South West, differs by +1 pp when the calculation is Crowborough minus peer. Nearest remaining complete England record. 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. Keep the inference narrow: an age-group share does not determine digital ability.
This synthesis gives Crowborough a bounded evidence trail: three furthest-from-middle measures, three named peers and the medium, non-coastal, mixed built-up area, further from a major town or city classification. The combination is useful for deciding what to investigate, not for predicting enquiries. A website brief should preserve the source dates, validation method and reasons for accepting or rejecting each hypothesis.
06 / Evidence interpretation
Planning signals before design decisions
Population context: 21,990 people in 2021
Crowborough's recorded population changed from 20,281 in 2001 to 21,990 in 2021 (+8.4%). 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: 25.8% aged 65 or over
The 2021 age-group series records 3,722 people aged 0 to 15, 1,824 aged 16 to 24, 10,785 aged 25 to 64 and 5,679 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: 41.6% economically inactive
ONS records economic inactivity at 41.6%. The published composition includes 28.8% retired, 2.4% long-term sick or disabled, 3.1% 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: £437,000 median house price in 2023
The median house-price series moved from £147,000 in 2001 to £400,000 in 2021 and £437,000 in 2023, a published change of +197.3%. 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
Before prioritising pricing clarity, qualification steps and expectation setting, which part of comprehension tests using the organisation's real offer and fees would verify whether this 2023 median house price observation matters to users in Crowborough?
Evidence basis: £437,000, highest decile, with Crowborough minus the regional peer equal to +£87,000. Validation route: comprehension tests using the organisation's real offer and fees.
- 02
What evidence would show that the employment change, 2015 to 2024 contrast between Crowborough and Chapel-en-le-Frith should alter the separation of employer, worker and customer journeys, rather than remain background context?
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
Where should the team record uncertainty when using Crowborough's population aged 65 or over value and the Frampton Cotterell and Winterbourne comparison to discuss readability, keyboard access and assisted alternatives?
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 Crowborough's medium, non-coastal, mixed built-up area, further from a major town or city classification, how should 2023 median house price, employment change, 2015 to 2024, population aged 65 or over be tested as separate website hypotheses without turning the combined pattern into a claim about local demand?
Cross-check all three named comparisons—Horndean, Chapel-en-le-Frith, Frampton Cotterell and Winterbourne—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
Crowborough 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
Let the page complete the decision remotely
Crowborough 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
25.8% 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
Crowborough recorded +8.4% population change from 2001 to 2021 and -12.5% 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 E63013178. 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 Crowborough.
Mosalio does not claim an office, staff member, customer, or physical-delivery presence in Crowborough.
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.