USCS Wave 2405 – January 16, 2025

Resonate is pleased to announce the release of USCS Wave 2405 is now live in your account. This update will provide you with a comprehensive array of new and valuable attributes across multiple sectors, including Demographics, Media, Recent Events / Daily Life, Restaurants, and Technology & Telecom.

To view the complete list of newly added attributes for Wave 2405, please click HERE.

New Data Key Features:

Demographics

• Home value 
• Amount of land owned 
• Cooking and baking for enjoyment
• Arts & Entertainment (Past 12 Months):
  • Attended a performing arts show 
  • Visited a museum 
• Number of pets in the household 
• Attendance at vocational/trade schools (in person or online)

 Media

• Sports / Local Sports:
  • Added horse racing and competitive horseback riding as sports watched and sports of fan interest 
  • Expanded response lists for favorite teams in professional leagues (e.g., NBA, MLB, NHL, MLS)
• Updated response options for search engine usage frequency

 Recent Events / Daily Life

• Holidays & Reoccurring Events:
  • Plans for where to watch the Super Bowl 
  • Types of food and beverages to bring to Super Bowl parties 
  • Plans and gift ideas for Valentine’s Day 
• Spending expectations for Spring travel

 Restaurants

• Updated dining frequency categories:
  • Breakfast and beverage
  • Casual dining
  • Eat & Play
  • Fast casual
  • Fast food
  • Salad / smoothie / juice
  • Upscale dining restaurants

 CPG (Consumer Packaged Goods)

• Granola bars consumed as snacks during different times of the day

Technology & Telecomm

• Factors considered when purchasing a new tablet 
• Ownership of mobile phone insurance 
• Wireless providers being considered for switching

Inactivated Attributes and Suggested Replacements

For USCS Wave 2405, we have inactivated or deprecated 225 previously available attributes. Please click HERE for a complete list of attributes that have been inactivated or deprecated with USCS Wave 2405 and their suggested replacements.

Update Saved Audiences

If you have any audiences saved with these inactivated attributes, we recommend you update the audience to remove or replace the attributes that are being inactivated so that you can still analyze or activate the audience. You will not be able to analyze audiences with inactive attributes and audience deliveries will no longer deliver as the original audience definition is not valid moving forward.

Suggested Replacements

For many attributes that have been inactivated or deprecated with USCS Wave 2405, there are suggested replacements. Please be sure to read the suggested replacement survey question in full, and then consider using it to replace the inactivated attribute. Please note that there can and will be intentional differences between the original and updated survey question.

W2405 Field Dates

Wave 2405 of our U.S. Consumer Study was fielded from September 30, 2024, to November 18, 2024.