E63013675 /South East evidence profile
South East evidence profile
Fareham digital planning profile
Fareham is a medium, non-coastal built-up area in South East. ONS records show a 2021 population of 42,246; the population remained comparatively stable 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
- E63013675
- ITL1 region
- South East
- Coastal
- Non-coastal
- Income-deprivation flag
- Lower deprivation
02 / Context
Three comparisons, with the benchmark stated
9.9% below the 11.2% median across complete England records in this ONS file.
5% below the 0% dataset median.
36.4% 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
Lower quartile · percentile position 16 of 100.
Lower quartile · percentile position 19.8 of 100.
Lower quartile · percentile position 19.9 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: sha256:26e6357c0e2…ece801acde9e
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 Fareham minus the named peer; a plus sign means the value recorded for Fareham is higher.
Regional peer
Horndean · E63013569
South East. Nearest complete record in South East. ONS classification: Nearer - Lower deprivation - Residential.
- 2021 population
- +8,200 people
- Population change, 2001 to 2021
- -8 pp
- Economic inactivity
- +0.3 pp
- Employment change, 2015 to 2024
- -5 pp
- 2023 median house price
- -£45,000
- House-price growth, 2001 to 2023
- +7.7 pp
- Population aged under 25
- -0.7 pp
- Population aged 65 or over
- +0.2 pp
Classification peer
Hazel Grove · E63008522
North West. Nearest complete record outside South East with the same ONS combined classification. ONS classification: Nearer - Lower deprivation - Working.
- 2021 population
- +22,083 people
- Population change, 2001 to 2021
- -2.3 pp
- Economic inactivity
- +0.5 pp
- Employment change, 2015 to 2024
- -5 pp
- 2023 median house price
- +£10,000
- House-price growth, 2001 to 2023
- -40.3 pp
- Population aged under 25
- -0.7 pp
- Population aged 65 or over
- +0.3 pp
National peer
Kingswinford · E63010004
West Midlands. Nearest remaining complete England record. ONS classification: Nearer - Medium deprivation - Residential.
- 2021 population
- -9,286 people
- Population change, 2001 to 2021
- +0.4 pp
- Economic inactivity
- -1.6 pp
- Employment change, 2015 to 2024
- -5 pp
- 2023 median house price
- +£71,000
- House-price growth, 2001 to 2023
- -16.4 pp
- Population aged under 25
- -1 pp
- Population aged 65 or over
- +0.3 pp
05 / Evidence synthesis
Fareham evidence synthesis: Population change, 2001 to 2021, Population aged under 25, House-price growth, 2001 to 2023
Fareham 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 65 or over → 2023 median house price → Economic inactivity → Employment change, 2015 to 2024 → House-price growth, 2001 to 2023 → Population aged under 25 → Population change, 2001 to 2021.
Furthest-to-nearest distance from the middle percentile: Population change, 2001 to 2021 → Population aged under 25 → House-price growth, 2001 to 2023 → Employment change, 2015 to 2024 → 2021 population → Population aged 65 or over → 2023 median house price → Economic inactivity.
Regional peer
Population change, 2001 to 2021: 1.3% · Horndean delta -8 pp
The reviewed record positions Fareham at percentile 16 for population change, 2001 to 2021; its published value is 1.3% and its band is lower quartile. The same-source regional check uses Horndean, classified as Nearer - Lower deprivation - Residential. The Fareham-minus-Horndean delta on this metric is -8 pp. 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. This remains contextual evidence—historic population change is neither a forecast nor a lead estimate.
Classification peer
Population aged under 25: 25.1% · Hazel Grove delta -0.7 pp
Among the eight reviewed measures, population aged under 25 stands out for Fareham at 25.1%; its percentile position is 19.8 and its band is lower quartile. For a bounded comparison rather than a national average, Hazel Grove supplies the classification reference; Fareham is -0.7 pp from it on the displayed scale. 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. No user or market conclusion follows automatically; an age-group share does not determine channel preference.
National peer
House-price growth, 2001 to 2023: 187.7% · Kingswinford delta -16.4 pp
House-price growth, 2001 to 2023 is one of Fareham's three furthest-from-middle observations: 187.7%, percentile 19.9, lower quartile. For a bounded comparison rather than a national average, Kingswinford supplies the national reference; Fareham is -16.4 pp from it on the displayed scale. Its practical use is to frame—not answer—a question about how dated economic context is labelled and maintained; the next evidence should come from source-date checks and user tests for interpretation. The boundary is important: historic price growth cannot support a current revenue claim.
This synthesis gives Fareham a bounded evidence trail: three furthest-from-middle measures, three named peers and the medium, non-coastal, working built-up area, nearer to 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: 42,246 people in 2021
Fareham's recorded population changed from 41,685 in 2001 to 42,246 in 2021 (+1.3%). 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: 24.2% aged 65 or over
The 2021 age-group series records 6,711 people aged 0 to 15, 3,885 aged 16 to 24, 21,437 aged 25 to 64 and 10,240 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: 39.9% economically inactive
ONS records economic inactivity at 39.9%. The published composition includes 28.5% retired, 2.9% long-term sick or disabled, 3.1% students and 3.2% looking after home or family. These categories support inclusive task design; they do not identify individual users or purchasing intent.
Economic context: £305,000 median house price in 2023
The median house-price series moved from £106,000 in 2001 to £285,000 in 2021 and £305,000 in 2023, a published change of +187.7%. 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 -8 pp is included in a brief, what decision about update cadence, ownership and change-ready content models could it inform and what result would falsify that hypothesis?
Horndean is the constrained regional reference and is classified as Nearer - Lower deprivation - Residential; the question keeps historic population change is neither a forecast nor a lead estimate as an explicit limit.
- 02
Where should the team record uncertainty when using Fareham's population aged under 25 value and the Hazel Grove comparison to discuss mobile task speed, privacy explanation and channel continuity?
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
What evidence would show that the house-price growth, 2001 to 2023 contrast between Fareham and Kingswinford should alter how dated economic context is labelled and maintained, rather than remain background context?
This question is traceable to house-price growth, 2001 to 2023 at percentile 19.9 and a -16.4 pp profile-minus-peer difference, not to inferred local behaviour.
- 04
For Fareham's medium, non-coastal, working built-up area, nearer to a major town or city classification, how should population change, 2001 to 2021, population aged under 25, house-price growth, 2001 to 2023 be tested as separate website hypotheses without turning the combined pattern into a claim about local demand?
Cross-check all three named comparisons—Horndean, Hazel Grove, Kingswinford—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
Fareham 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
Fareham 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
24.2% 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
Fareham recorded +1.3% population change from 2001 to 2021 and -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 E63013675. 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 Fareham.
Mosalio does not claim an office, staff member, customer, or physical-delivery presence in Fareham.
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.