E63013756 /South East evidence profile
South East evidence profile
Gosport digital planning profile
Gosport is a medium, coastal built-up area in South East. ONS records show a 2021 population of 70,120; 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
- E63013756
- ITL1 region
- South East
- Coastal
- Coastal
- Income-deprivation flag
- Higher deprivation
02 / Context
Three comparisons, with the benchmark stated
10.1% below the 11.2% median across complete England records in this ONS file.
5.3% below the 0% dataset median.
20.1% 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
Upper quartile · percentile position 87.7 of 100.
Lower quartile · percentile position 15.3 of 100.
Lower quartile · percentile position 20.7 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:e7faa1ba475…dd3d046d0cf8
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 Gosport minus the named peer; a plus sign means the value recorded for Gosport is higher.
Regional peer
Totton · E63013533
South East. Nearest complete record in South East. ONS classification: Nearer - Medium deprivation - Mixed.
- 2021 population
- +42,027 people
- Population change, 2001 to 2021
- -1.6 pp
- Economic inactivity
- +2.5 pp
- Employment change, 2015 to 2024
- -5.3 pp
- 2023 median house price
- -£60,000
- House-price growth, 2001 to 2023
- -5.3 pp
- Population aged under 25
- +0.8 pp
- Population aged 65 or over
- -0.1 pp
Classification peer
Stourbridge · E63010061
West Midlands. Nearest complete record outside South East with the same ONS combined classification. ONS classification: Nearer - Higher deprivation - Residential.
- 2021 population
- +13,159 people
- Population change, 2001 to 2021
- -2.4 pp
- Economic inactivity
- -3.3 pp
- Employment change, 2015 to 2024
- +1 pp
- 2023 median house price
- £0
- House-price growth, 2001 to 2023
- +15.5 pp
- Population aged under 25
- +0.9 pp
- Population aged 65 or over
- -2.5 pp
National peer
Tamworth · E63009752
West Midlands. Nearest remaining complete England record. ONS classification: Nearer - Higher deprivation - Mixed.
- 2021 population
- -5,954 people
- Population change, 2001 to 2021
- -5.5 pp
- Economic inactivity
- +2 pp
- Employment change, 2015 to 2024
- +1.8 pp
- 2023 median house price
- -£2,500
- House-price growth, 2001 to 2023
- -19.3 pp
- Population aged under 25
- -1 pp
- Population aged 65 or over
- +1.4 pp
05 / Evidence synthesis
Gosport evidence synthesis: 2021 population, Population change, 2001 to 2021, Employment change, 2015 to 2024
Gosport is recorded as a medium, coastal, residential 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 → Population aged 65 or over → Economic inactivity → 2023 median house price → House-price growth, 2001 to 2023 → Employment change, 2015 to 2024 → Population change, 2001 to 2021.
Furthest-to-nearest distance from the middle percentile: 2021 population → Population change, 2001 to 2021 → Employment change, 2015 to 2024 → House-price growth, 2001 to 2023 → 2023 median house price → Economic inactivity → Population aged under 25 → Population aged 65 or over.
Regional peer
2021 population: 70,120 · Totton delta +42,027 people
2021 population is one of Gosport's three furthest-from-middle observations: 70,120, percentile 87.7, upper quartile. Totton, the named regional peer from South East, differs by +42,027 people when the calculation is Gosport minus peer. Nearest complete record in South East. Use the contrast to prioritise research into content hierarchy and service-capacity assumptions. A decision should wait for task-frequency interviews and observed completion data. It must not be over-read, because population size does not establish addressable demand.
Classification peer
Population change, 2001 to 2021: 1.1% · Stourbridge delta -2.4 pp
Among the eight reviewed measures, population change, 2001 to 2021 stands out for Gosport at 1.1%; its percentile position is 15.3 and its band is lower quartile. Using Stourbridge as the classification peer, the profile-minus-peer delta is -2.4 pp; the peer was selected because nearest complete record outside south east with the same ons combined classification. For planning, document the observation beside update cadence, ownership and change-ready content models and require dated user research and a documented content-review cycle before treating the idea as an accepted requirement. Keep the inference narrow: historic population change is neither a forecast nor a lead estimate.
National peer
Employment change, 2015 to 2024: -5.3% · Tamworth delta +1.8 pp
Gosport's employment change, 2015 to 2024 is -5.3%, a lower quartile result at percentile 20.7 among 936 complete England records. Against Tamworth's reviewed national record, the displayed delta is +1.8 pp. That comparator comes from the documented rule: nearest remaining complete england record. 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. No user or market conclusion follows automatically; employment change does not prove commercial search intent.
Together, 2021 population, population change, 2001 to 2021, employment change, 2015 to 2024 and the constrained comparisons with Totton, Stourbridge, Tamworth create three separate research tracks for Gosport. 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: 70,120 people in 2021
Gosport's recorded population changed from 69,348 in 2001 to 70,120 in 2021 (+1.1%). 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: 20.3% aged 65 or over
The 2021 age-group series records 12,785 people aged 0 to 15, 6,614 aged 16 to 24, 36,535 aged 25 to 64 and 14,206 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: 38.9% economically inactive
ONS records economic inactivity at 38.9%. The published composition includes 24% retired, 4.5% long-term sick or disabled, 3.2% students and 4.4% looking after home or family. These categories support inclusive task design; they do not identify individual users or purchasing intent.
Economic context: £240,000 median house price in 2023
The median house-price series moved from £78,950 in 2001 to £221,500 in 2021 and £240,000 in 2023, a published change of +204%. 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 +42,027 people is included in a brief, what decision about content hierarchy and service-capacity assumptions could it inform and what result would falsify that hypothesis?
Totton is the constrained regional reference and is classified as Nearer - Medium deprivation - Mixed; the question keeps population size does not establish addressable demand as an explicit limit.
- 02
If the classification peer delta of -2.4 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?
Evidence basis: 1.1%, lower quartile, with Gosport minus the classification peer equal to -2.4 pp. Validation route: dated user research and a documented content-review cycle.
- 03
What evidence would show that the employment change, 2015 to 2024 contrast between Gosport and Tamworth should alter the separation of employer, worker and customer journeys, rather than remain background context?
Tamworth is the constrained national reference and is classified as Nearer - Higher deprivation - Mixed; the question keeps employment change does not prove commercial search intent as an explicit limit.
- 04
For Gosport's medium, coastal, residential built-up area, nearer to a major town or city classification, how should 2021 population, population change, 2001 to 2021, 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—Totton, Stourbridge, 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
Make service boundaries explicit
Gosport is classified as residential. Explain delivery areas, remote or on-site conditions, response times and exclusions in visible copy. This reduces ambiguity for residents without inventing a local office or multiplying near-identical neighbourhood pages.
- 02
Differentiate from the nearby major centre
Gosport 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
Build a broad, task-led accessibility baseline
52.1% of the recorded 2021 age-group total is aged 25 to 64, with meaningful younger and older groups also present. Organise content by task, test keyboard and mobile use, and avoid designing around one assumed demographic persona.
- 04
Prioritise clarity before catalogue expansion
Gosport recorded +1.1% population change from 2001 to 2021 and -5.3% 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 E63013756. 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 Gosport.
Mosalio does not claim an office, staff member, customer, or physical-delivery presence in Gosport.
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.