E63013691 /South East evidence profile
South East evidence profile
Worthing digital planning profile
Worthing is a large, coastal built-up area in South East. ONS records show a 2021 population of 111,122; the population grew steadily between 2001 and 2021, while the 2015 to 2024 employment series shows modest employment growth. 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
- E63013691
- ITL1 region
- South East
- Coastal
- Coastal
- Income-deprivation flag
- Medium deprivation
02 / Context
Three comparisons, with the benchmark stated
2.4% above the 11.2% median across complete England records in this ONS file.
6.5% above the 0% dataset median.
25.7% 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
Highest decile · percentile position 94.3 of 100.
Lower quartile · percentile position 23.3 of 100.
Upper quartile · percentile position 76.5 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:e4969fb8678…199bc2399554
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 Worthing minus the named peer; a plus sign means the value recorded for Worthing is higher.
Regional peer
Horsham · E63013154
South East. Nearest complete record in South East. ONS classification: Nearer - Lower deprivation - Working.
- 2021 population
- +60,911 people
- Population change, 2001 to 2021
- +0.8 pp
- Economic inactivity
- +3.2 pp
- Employment change, 2015 to 2024
- +1.7 pp
- 2023 median house price
- -£40,000
- House-price growth, 2001 to 2023
- +46 pp
- Population aged under 25
- -0.4 pp
- Population aged 65 or over
- +1.8 pp
Classification peer
Poole · E63013860
South West. Nearest complete record outside South East with the same ONS combined classification. ONS classification: Nearer - Medium deprivation - Working.
- 2021 population
- -29,887 people
- Population change, 2001 to 2021
- +2.7 pp
- Economic inactivity
- -0.9 pp
- Employment change, 2015 to 2024
- -0.1 pp
- 2023 median house price
- +£5,000
- House-price growth, 2001 to 2023
- +42.8 pp
- Population aged under 25
- -0.4 pp
- Population aged 65 or over
- -0.1 pp
National peer
Bury St Edmunds · E63010423
East of England. Nearest remaining complete England record. ONS classification: Further - Medium deprivation - Working.
- 2021 population
- +69,843 people
- Population change, 2001 to 2021
- -3.5 pp
- Economic inactivity
- +0.9 pp
- Employment change, 2015 to 2024
- 0 pp
- 2023 median house price
- +£57,500
- House-price growth, 2001 to 2023
- +17.4 pp
- Population aged under 25
- -0.4 pp
- Population aged 65 or over
- +0.3 pp
05 / Evidence synthesis
Worthing evidence synthesis: 2021 population, Population aged under 25, 2023 median house price
Worthing is recorded as a large, 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 → 2023 median house price → House-price growth, 2001 to 2023 → Population aged 65 or over → Population change, 2001 to 2021 → Employment change, 2015 to 2024 → Economic inactivity → Population aged under 25.
Furthest-to-nearest distance from the middle percentile: 2021 population → Population aged under 25 → 2023 median house price → House-price growth, 2001 to 2023 → Population aged 65 or over → Population change, 2001 to 2021 → Employment change, 2015 to 2024 → Economic inactivity.
Regional peer
2021 population: 111,122 · Horsham delta +60,911 people
Worthing's 2021 population is 111,122, a highest decile result at percentile 94.3 among 936 complete England records. Against Horsham's reviewed regional record, the displayed delta is +60,911 people. That comparator comes from the documented rule: nearest complete record in south east. Treat this combination as a hypothesis about content hierarchy and service-capacity assumptions, and test it through task-frequency interviews and observed completion data. This remains contextual evidence—population size does not establish addressable demand.
Classification peer
Population aged under 25: 25.5% · Poole delta -0.4 pp
For population aged under 25, the source reports 25.5% for Worthing. That sits in the lower quartile, 26.7 percentile points from the middle position. Against Poole's reviewed classification record, the displayed delta is -0.4 pp. That comparator comes from the documented rule: nearest complete record outside south east with the same ons combined classification. Treat this combination as a hypothesis about mobile task speed, privacy explanation and channel continuity, and test it through 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
2023 median house price: £355,000 · Bury St Edmunds delta +£57,500
2023 median house price is one of Worthing's three furthest-from-middle observations: £355,000, percentile 76.5, upper quartile. The same-source national check uses Bury St Edmunds, classified as Further - Medium deprivation - Working. The Worthing-minus-Bury St Edmunds delta on this metric is +£57,500. This evidence can narrow a discovery question around pricing clarity, qualification steps and expectation setting, while comprehension tests using the organisation's real offer and fees supplies the user-level check the aggregate data cannot provide. The boundary is important: a median house price is not a household affordability measure.
The distinctive metrics are not interchangeable: 2021 population, population aged under 25, 2023 median house price each raise a different planning question when read beside Horsham, Poole, Bury St Edmunds. For Worthing, 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: 111,122 people in 2021
Worthing's recorded population changed from 97,836 in 2001 to 111,122 in 2021 (+13.6%). 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: 22.6% aged 65 or over
The 2021 age-group series records 18,857 people aged 0 to 15, 9,467 aged 16 to 24, 57,714 aged 25 to 64 and 25,065 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 26.1% retired, 3.9% long-term sick or disabled, 3.3% students and 3.4% looking after home or family. These categories support inclusive task design; they do not identify individual users or purchasing intent.
Economic context: £355,000 median house price in 2023
The median house-price series moved from £101,500 in 2001 to £325,000 in 2021 and £355,000 in 2023, a published change of +249.8%. 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
What evidence would show that the 2021 population contrast between Worthing and Horsham should alter content hierarchy and service-capacity assumptions, rather than remain background context?
Evidence basis: 111,122, highest decile, with Worthing minus the regional peer equal to +60,911 people. Validation route: task-frequency interviews and observed completion data.
- 02
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 Worthing?
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 +£57,500 is included in a brief, what decision about pricing clarity, qualification steps and expectation setting could it inform and what result would falsify that hypothesis?
Evidence basis: £355,000, upper quartile, with Worthing minus the national peer equal to +£57,500. Validation route: comprehension tests using the organisation's real offer and fees.
- 04
For Worthing's large, coastal, working built-up area, nearer to a major town or city classification, how should 2021 population, population aged under 25, 2023 median house price be tested as separate website hypotheses without turning the combined pattern into a claim about local demand?
Cross-check all three named comparisons—Horsham, Poole, Bury St Edmunds—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
Worthing 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
Worthing 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
22.6% 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
Worthing recorded +13.6% population change from 2001 to 2021 and +6.5% 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 E63013691. 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 Worthing.
Mosalio does not claim an office, staff member, customer, or physical-delivery presence in Worthing.
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.