This section summarises some key demographic information about Wirral including current population figures, future population projections, births, age, ethnicity and deprivation.
The availability of this information is important for those planning services and trying to reduce potential barriers to employment and health care for example.
By providing information on aspects such as: trends in birth and fertility rates; maternities, live and stillbirth rates; life expectancy at birth and a range of resident population data by age band, gender, council ward, GP population and ethnicity then offers the reader a whole host of ways to view and understand the local Wirral population.
Equally the availability of short, summary reports for Birkenhead - Wallasey - Wirral South - Wirral West can help to outline what the key issues and major concerns are for these areas.
Another example of available population information is the latest 2017 Mosaic Profile of Wirral that provides an overview of how the Wirral population looks when analysed using segmentation tools constructed from a range of sources including the Census, consumer behaviour, financial data, hospital episode statistics (HES) and lifestyle data.
The map - right - shows the distribution of the Mosaic groups across Wirral.
Using Mosaic means that information can be targeted just where it is needed. For example, information on how you can reduce your risk of falling as you age is not appropriate for peoples in their 20's, but it may be of interest to people in their 70's and 80's.
Targeting messages more effectively and ensuring that the right message is read by the right people is also cost-effective, as resources are not wasted informing everybody about issues which may not affect them.