E63013678 /South East evidence profile
South East evidence profile
Shoreham-by-Sea digital planning profile
Shoreham-by-Sea is a medium, coastal built-up area in South East. ONS records show a 2021 population of 23,659; the population expanded quickly between 2001 and 2021, while the 2015 to 2024 employment series shows strong employment expansion. 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
- E63013678
- ITL1 region
- South East
- Coastal
- Coastal
- Income-deprivation flag
- Medium deprivation
02 / Context
Three comparisons, with the benchmark stated
3.8% above the 11.2% median across complete England records in this ONS file.
12.5% above the 0% dataset median.
13.6% above 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
Upper quartile · percentile position 86.6 of 100.
Middle half · percentile position 72.5 of 100.
Middle half · percentile position 70 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: sha256:50a30b6dab8…746d98555285
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 Shoreham-by-Sea minus the named peer; a plus sign means the value recorded for Shoreham-by-Sea is higher.
Regional peer
Hailsham · E63013616
South East. Nearest complete record in South East. ONS classification: Nearer - Higher deprivation - Mixed.
- 2021 population
- +1,099 people
- Population change, 2001 to 2021
- -5.1 pp
- Economic inactivity
- -2 pp
- Employment change, 2015 to 2024
- +12.5 pp
- 2023 median house price
- +£110,000
- House-price growth, 2001 to 2023
- +7.5 pp
- Population aged under 25
- -0.4 pp
- Population aged 65 or over
- -1.4 pp
Classification peer
Maldon · E63011577
East of England. Nearest complete record outside South East with the same ONS combined classification. ONS classification: Nearer - Medium deprivation - Working.
- 2021 population
- +270 people
- Population change, 2001 to 2021
- +2.9 pp
- Economic inactivity
- +0.1 pp
- Employment change, 2015 to 2024
- +12.5 pp
- 2023 median house price
- +£80,750
- House-price growth, 2001 to 2023
- +21 pp
- Population aged under 25
- +0.2 pp
- Population aged 65 or over
- -0.4 pp
National peer
Rayleigh · E63011880
East of England. Nearest remaining complete England record. ONS classification: Nearer - Lower deprivation - Residential.
- 2021 population
- -8,235 people
- Population change, 2001 to 2021
- +8.4 pp
- Economic inactivity
- +0.9 pp
- Employment change, 2015 to 2024
- 0 pp
- 2023 median house price
- +£20,750
- House-price growth, 2001 to 2023
- +9.5 pp
- Population aged under 25
- -0.8 pp
- Population aged 65 or over
- +0.2 pp
05 / Evidence synthesis
Shoreham-by-Sea evidence synthesis: 2023 median house price, Population aged 65 or over, Employment change, 2015 to 2024
Shoreham-by-Sea 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: 2023 median house price → Population aged 65 or over → Employment change, 2015 to 2024 → Population change, 2001 to 2021 → House-price growth, 2001 to 2023 → 2021 population → Economic inactivity → Population aged under 25.
Furthest-to-nearest distance from the middle percentile: 2023 median house price → Population aged 65 or over → Employment change, 2015 to 2024 → Population aged under 25 → Population change, 2001 to 2021 → House-price growth, 2001 to 2023 → 2021 population → Economic inactivity.
Regional peer
2023 median house price: £418,750 · Hailsham delta +£110,000
At £418,750, 2023 median house price places Shoreham-by-Sea in the upper quartile and at percentile 86.6 of the reviewed distribution. For a bounded comparison rather than a national average, Hailsham supplies the regional reference; Shoreham-by-Sea is +£110,000 from it on the displayed scale. Treat this combination as a hypothesis about pricing clarity, qualification steps and expectation setting, and test it through comprehension tests using the organisation's real offer and fees. The boundary is important: a median house price is not a household affordability measure.
Classification peer
Population aged 65 or over: 23.4% · Maldon delta -0.4 pp
Among the eight reviewed measures, population aged 65 or over stands out for Shoreham-by-Sea at 23.4%; its percentile position is 72.5 and its band is middle half. The same-source classification check uses Maldon, classified as Nearer - Medium deprivation - Working. The Shoreham-by-Sea-minus-Maldon delta on this metric is -0.4 pp. 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. The boundary is important: an age-group share does not determine digital ability.
National peer
Employment change, 2015 to 2024: 12.5% · Rayleigh delta 0 pp
At 12.5%, employment change, 2015 to 2024 places Shoreham-by-Sea in the middle half and at percentile 70 of the reviewed distribution. The constrained national comparison is Rayleigh (E63011880). On this measure, Shoreham-by-Sea minus that record is 0 pp; the selection basis is nearest remaining complete england record. For planning, document the observation beside the separation of employer, worker and customer journeys and require journey interviews plus measured form and contact outcomes before treating the idea as an accepted requirement. The responsible interpretation stops short of intent: employment change does not prove commercial search intent.
The distinctive metrics are not interchangeable: 2023 median house price, population aged 65 or over, employment change, 2015 to 2024 each raise a different planning question when read beside Hailsham, Maldon, Rayleigh. For Shoreham-by-Sea, the safe next step is therefore three small verification tasks rather than one demographic persona, locality claim or generic area-page conclusion.
06 / Evidence interpretation
Planning signals before design decisions
Population context: 23,659 people in 2021
Shoreham-by-Sea's recorded population changed from 20,569 in 2001 to 23,659 in 2021 (+15%). 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: 23.4% aged 65 or over
The 2021 age-group series records 4,382 people aged 0 to 15, 1,791 aged 16 to 24, 11,939 aged 25 to 64 and 5,533 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: 40.4% economically inactive
ONS records economic inactivity at 40.4%. The published composition includes 27.2% retired, 3.5% long-term sick or disabled, 3.4% 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: £418,750 median house price in 2023
The median house-price series moved from £124,000 in 2001 to £400,000 in 2021 and £418,750 in 2023, a published change of +237.7%. 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
How should a prototype test pricing clarity, qualification steps and expectation setting without assuming that Shoreham-by-Sea's percentile 86.6 position predicts an individual user's needs?
Evidence basis: £418,750, upper quartile, with Shoreham-by-Sea minus the regional peer equal to +£110,000. Validation route: comprehension tests using the organisation's real offer and fees.
- 02
Where should the team record uncertainty when using Shoreham-by-Sea's population aged 65 or over value and the Maldon comparison to discuss readability, keyboard access and assisted alternatives?
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
If the national peer delta of 0 pp is included in a brief, what decision about the separation of employer, worker and customer journeys could it inform and what result would falsify that hypothesis?
Rayleigh is the constrained national reference and is classified as Nearer - Lower deprivation - Residential; the question keeps employment change does not prove commercial search intent as an explicit limit.
- 04
For Shoreham-by-Sea's medium, coastal, working built-up area, nearer to a major town or city classification, how should 2023 median house price, population aged 65 or over, employment change, 2015 to 2024 be tested as separate website hypotheses without turning the combined pattern into a claim about local demand?
Cross-check all three named comparisons—Hailsham, Maldon, Rayleigh—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
Shoreham-by-Sea 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
Shoreham-by-Sea 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
23.4% 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
Shoreham-by-Sea recorded +15% population change from 2001 to 2021 and +12.5% 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 E63013678. 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 Shoreham-by-Sea.
Mosalio does not claim an office, staff member, customer, or physical-delivery presence in Shoreham-by-Sea.
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.