E63013652 /South East evidence profile
South East evidence profile
Havant digital planning profile
Havant is a medium, coastal built-up area in South East. ONS records show a 2021 population of 46,964; 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
- E63013652
- ITL1 region
- South East
- Coastal
- Coastal
- Income-deprivation flag
- Higher deprivation
02 / Context
Three comparisons, with the benchmark stated
1.7% below the 11.2% median across complete England records in this ONS file.
16% below the 0% dataset median.
7.7% 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 8.1 of 100.
Upper quartile · percentile position 80.3 of 100.
Upper quartile · percentile position 80 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: sha256:9565c8429cc…c87407817510
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 Havant minus the named peer; a plus sign means the value recorded for Havant is higher.
Regional peer
Gosport · E63013756
South East. Nearest complete record in South East. ONS classification: Nearer - Higher deprivation - Residential.
- 2021 population
- -23,156 people
- Population change, 2001 to 2021
- +8.4 pp
- Economic inactivity
- +0.3 pp
- Employment change, 2015 to 2024
- -10.7 pp
- 2023 median house price
- +£25,750
- House-price growth, 2001 to 2023
- +12.4 pp
- Population aged under 25
- +2.3 pp
- Population aged 65 or over
- -2.1 pp
Classification peer
Brierley Hill · E63010024
West Midlands. Nearest complete record outside South East with the same ONS combined classification. ONS classification: Nearer - Higher deprivation - Working.
- 2021 population
- +14,653 people
- Population change, 2001 to 2021
- +4.7 pp
- Economic inactivity
- +0.5 pp
- Employment change, 2015 to 2024
- -5.5 pp
- 2023 median house price
- +£82,000
- House-price growth, 2001 to 2023
- +10.2 pp
- Population aged under 25
- +0.4 pp
- Population aged 65 or over
- 0 pp
National peer
Tamworth · E63009752
West Midlands. Nearest remaining complete England record. ONS classification: Nearer - Higher deprivation - Mixed.
- 2021 population
- -29,110 people
- Population change, 2001 to 2021
- +2.9 pp
- Economic inactivity
- +2.3 pp
- Employment change, 2015 to 2024
- -8.9 pp
- 2023 median house price
- +£23,250
- House-price growth, 2001 to 2023
- -6.9 pp
- Population aged under 25
- +1.4 pp
- Population aged 65 or over
- -0.8 pp
05 / Evidence synthesis
Havant evidence synthesis: Employment change, 2015 to 2024, 2021 population, Population aged under 25
Havant is recorded as a medium, 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 → 2023 median house price → Economic inactivity → House-price growth, 2001 to 2023 → Population change, 2001 to 2021 → Population aged 65 or over → Employment change, 2015 to 2024.
Furthest-to-nearest distance from the middle percentile: Employment change, 2015 to 2024 → 2021 population → Population aged under 25 → Population aged 65 or over → Population change, 2001 to 2021 → House-price growth, 2001 to 2023 → Economic inactivity → 2023 median house price.
Regional peer
Employment change, 2015 to 2024: -16% · Gosport delta -10.7 pp
Among the eight reviewed measures, employment change, 2015 to 2024 stands out for Havant at -16%; its percentile position is 8.1 and its band is lowest decile. Using Gosport as the regional peer, the profile-minus-peer delta is -10.7 pp; the peer was selected because nearest complete record in south east. This evidence can narrow a discovery question around the separation of employer, worker and customer journeys, while journey interviews plus measured form and contact outcomes supplies the user-level check the aggregate data cannot provide. It must not be over-read, because employment change does not prove commercial search intent.
Classification peer
2021 population: 46,964 · Brierley Hill delta +14,653 people
The reviewed record positions Havant at percentile 80.3 for 2021 population; its published value is 46,964 and its band is upper quartile. The constrained classification comparison is Brierley Hill (E63010024). On this measure, Havant minus that record is +14,653 people; the selection basis is nearest complete record outside south east with the same ons combined classification. 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.
National peer
Population aged under 25: 30% · Tamworth delta +1.4 pp
Havant's population aged under 25 is 30%, a upper quartile result at percentile 80 among 936 complete England records. Against Tamworth's reviewed national record, the displayed delta is +1.4 pp. That comparator comes from the documented rule: nearest remaining complete england record. Use the contrast to prioritise research into mobile task speed, privacy explanation and channel continuity. A decision should wait for cross-device usability sessions without age-based assumptions. Keep the inference narrow: an age-group share does not determine channel preference.
Havant's evidence pattern combines the medium, 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: 46,964 people in 2021
Havant's recorded population changed from 42,883 in 2001 to 46,964 in 2021 (+9.5%). 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: 18.1% aged 65 or over
The 2021 age-group series records 9,569 people aged 0 to 15, 4,527 aged 16 to 24, 24,374 aged 25 to 64 and 8,509 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: 39.2% economically inactive
ONS records economic inactivity at 39.2%. The published composition includes 21.6% retired, 5.8% long-term sick or disabled, 3.2% students and 5.6% looking after home or family. These categories support inclusive task design; they do not identify individual users or purchasing intent.
Economic context: £265,750 median house price in 2023
The median house-price series moved from £84,000 in 2001 to £255,000 in 2021 and £265,750 in 2023, a published change of +216.4%. 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
Before prioritising the separation of employer, worker and customer journeys, which part of journey interviews plus measured form and contact outcomes would verify whether this employment change, 2015 to 2024 observation matters to users in Havant?
Gosport is the constrained regional reference and is classified as Nearer - Higher deprivation - Residential; the question keeps employment change does not prove commercial search intent as an explicit limit.
- 02
How should a prototype test content hierarchy and service-capacity assumptions without assuming that Havant's percentile 80.3 position predicts an individual user's needs?
This question is traceable to 2021 population at percentile 80.3 and a +14,653 people profile-minus-peer difference, not to inferred local behaviour.
- 03
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 Havant?
Tamworth is the constrained national reference and is classified as Nearer - Higher deprivation - Mixed; the question keeps an age-group share does not determine channel preference as an explicit limit.
- 04
For Havant's medium, coastal, working built-up area, nearer to a major town or city classification, how should employment change, 2015 to 2024, 2021 population, 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—Gosport, Brierley Hill, Tamworth—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
Havant 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
Havant 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
Support quick comparison without hiding detail
30% of the recorded 2021 age-group total is under 25. Lead with concise task summaries and responsive performance, while keeping fees, eligibility, privacy and next steps available in the same journey rather than behind a social-only channel.
- 04
Prioritise clarity before catalogue expansion
Havant recorded +9.5% population change from 2001 to 2021 and -16% 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 E63013652. 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 Havant.
Mosalio does not claim an office, staff member, customer, or physical-delivery presence in Havant.
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.