E63013621 /South East evidence profile
South East evidence profile
Waterlooville digital planning profile
Waterlooville is a medium, non-coastal built-up area in South East. ONS records show a 2021 population of 34,321; the population grew steadily 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
- E63013621
- ITL1 region
- South East
- Coastal
- Non-coastal
- Income-deprivation flag
- Medium deprivation
02 / Context
Three comparisons, with the benchmark stated
1.5% above the 11.2% median across complete England records in this ONS file.
in line with the 0% dataset median.
21.9% 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
Middle half · percentile position 73.9 of 100.
Middle half · percentile position 30.4 of 100.
Middle half · percentile position 33.5 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: sha256:6b179b9d869…c1de836094a6
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 Waterlooville minus the named peer; a plus sign means the value recorded for Waterlooville is higher.
Regional peer
Locks Heath · E63013644
South East. Nearest complete record in South East. ONS classification: Nearer - Lower deprivation - Working.
- 2021 population
- -808 people
- Population change, 2001 to 2021
- +1.1 pp
- Economic inactivity
- +1.7 pp
- Employment change, 2015 to 2024
- 0 pp
- 2023 median house price
- -£63,750
- House-price growth, 2001 to 2023
- +17 pp
- Population aged under 25
- +0.4 pp
- Population aged 65 or over
- +0.4 pp
Classification peer
Congleton · E63008814
North West. Nearest complete record outside South East with the same ONS combined classification. ONS classification: Nearer - Medium deprivation - Mixed.
- 2021 population
- +4,320 people
- Population change, 2001 to 2021
- -6.5 pp
- Economic inactivity
- -0.8 pp
- Employment change, 2015 to 2024
- -11.1 pp
- 2023 median house price
- +£48,250
- House-price growth, 2001 to 2023
- -14.7 pp
- Population aged under 25
- +0.8 pp
- Population aged 65 or over
- -0.6 pp
National peer
Maldon · E63011577
East of England. Nearest remaining complete England record. ONS classification: Nearer - Medium deprivation - Working.
- 2021 population
- +10,932 people
- Population change, 2001 to 2021
- +0.6 pp
- Economic inactivity
- -1.5 pp
- Employment change, 2015 to 2024
- 0 pp
- 2023 median house price
- -£26,750
- House-price growth, 2001 to 2023
- -14.5 pp
- Population aged under 25
- +0.4 pp
- Population aged 65 or over
- -1.3 pp
05 / Evidence synthesis
Waterlooville evidence synthesis: 2021 population, House-price growth, 2001 to 2023, Population aged under 25
Waterlooville 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: 2021 population → Population aged 65 or over → 2023 median house price → Population change, 2001 to 2021 → Economic inactivity → Employment change, 2015 to 2024 → Population aged under 25 → House-price growth, 2001 to 2023.
Furthest-to-nearest distance from the middle percentile: 2021 population → House-price growth, 2001 to 2023 → Population aged under 25 → Population aged 65 or over → 2023 median house price → Employment change, 2015 to 2024 → Economic inactivity → Population change, 2001 to 2021.
Regional peer
2021 population: 34,321 · Locks Heath delta -808 people
Among the eight reviewed measures, 2021 population stands out for Waterlooville at 34,321; its percentile position is 73.9 and its band is middle half. For a bounded comparison rather than a national average, Locks Heath supplies the regional reference; Waterlooville is -808 people from it on the displayed scale. This evidence can narrow a discovery question around content hierarchy and service-capacity assumptions, while task-frequency interviews and observed completion data supplies the user-level check the aggregate data cannot provide. The responsible interpretation stops short of intent: population size does not establish addressable demand.
Classification peer
House-price growth, 2001 to 2023: 202.2% · Congleton delta -14.7 pp
Among the eight reviewed measures, house-price growth, 2001 to 2023 stands out for Waterlooville at 202.2%; its percentile position is 30.4 and its band is middle half. The same-source classification check uses Congleton, classified as Nearer - Medium deprivation - Mixed. The Waterlooville-minus-Congleton delta on this metric is -14.7 pp. Treat this combination as a hypothesis about how dated economic context is labelled and maintained, and test it through source-date checks and user tests for interpretation. The responsible interpretation stops short of intent: historic price growth cannot support a current revenue claim.
National peer
Population aged under 25: 26.3% · Maldon delta +0.4 pp
At 26.3%, population aged under 25 places Waterlooville in the middle half and at percentile 33.5 of the reviewed distribution. The constrained national comparison is Maldon (E63011577). On this measure, Waterlooville minus that record is +0.4 pp; the selection basis is nearest remaining complete england record. Its practical use is to frame—not answer—a question about mobile task speed, privacy explanation and channel continuity; the next evidence should come from cross-device usability sessions without age-based assumptions. It must not be over-read, because an age-group share does not determine channel preference.
Together, 2021 population, house-price growth, 2001 to 2023, population aged under 25 and the constrained comparisons with Locks Heath, Congleton, Maldon create three separate research tracks for Waterlooville. They do not form a demand score. Keep each hypothesis independently testable, record contradictory findings and remove a planning assumption when user evidence does not support it.
06 / Evidence interpretation
Planning signals before design decisions
Population context: 34,321 people in 2021
Waterlooville's recorded population changed from 30,462 in 2001 to 34,321 in 2021 (+12.7%). 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: 22.5% aged 65 or over
The 2021 age-group series records 5,892 people aged 0 to 15, 3,136 aged 16 to 24, 17,573 aged 25 to 64 and 7,724 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: 38.8% economically inactive
ONS records economic inactivity at 38.8%. The published composition includes 26.1% retired, 3.7% long-term sick or disabled, 2.8% 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: £311,250 median house price in 2023
The median house-price series moved from £102,998 in 2001 to £305,000 in 2021 and £311,250 in 2023, a published change of +202.2%. 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 Waterlooville's 2021 population value and the Locks Heath comparison to discuss content hierarchy and service-capacity assumptions?
Locks Heath is the constrained regional reference and is classified as Nearer - Lower deprivation - Working; the question keeps population size does not establish addressable demand as an explicit limit.
- 02
If the classification peer delta of -14.7 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?
This question is traceable to house-price growth, 2001 to 2023 at percentile 30.4 and a -14.7 pp profile-minus-peer difference, not to inferred local behaviour.
- 03
If the national peer delta of +0.4 pp is included in a brief, what decision about mobile task speed, privacy explanation and channel continuity could it inform and what result would falsify that hypothesis?
This question is traceable to population aged under 25 at percentile 33.5 and a +0.4 pp profile-minus-peer difference, not to inferred local behaviour.
- 04
For Waterlooville's medium, non-coastal, mixed built-up area, nearer to a major town or city classification, how should 2021 population, house-price growth, 2001 to 2023, population aged under 25 be tested as separate website hypotheses without turning the combined pattern into a claim about local demand?
Cross-check all three named comparisons—Locks Heath, Congleton, Maldon—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
Waterlooville 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
Waterlooville 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
Treat readability as a conversion requirement
22.5% 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
Prepare the content model for change
Waterlooville recorded +12.7% 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 E63013621. 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 Waterlooville.
Mosalio does not claim an office, staff member, customer, or physical-delivery presence in Waterlooville.
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.