USCS Wave 2406 – March 13, 2025

Resonate is pleased to announce data from USCS Wave 2406 is now in your account. This update will provide you with a comprehensive array of new and valuable attributes across multiple sectors, including Demographics, Retail, Media, Recent Events / Daily Life, Restaurants, and Taxes.

To view the complete list of newly added attributes for Wave 2406, please click HERE.

New Data Key Features

Demographics

• Enhanced breakdowns for age and household income, enabling 18 to 49 age group reporting and additional income breaks above $150K.
• Sources of income for 2023
• More detailed employment role classifications
• New job roles involved in company purchasing decisions

 Media

• Extended response options for:
  • Favorite NBA, NHL, and MLS teams
  • TV shows watched across networks and channels

 Recent Events / Daily Life

• New insights on planned Easter celebrations and Mother’s Day gift purchases for 2025
• Expected summer 2025 travel spending

 Taxes

• Types of tax forms used when filing
• Confidence levels in tax filing accuracy
• Common challenges faced in tax filing
• Typical uses of tax refunds

Retail

• Preferences and spending on music and audio equipment
• Key factors influencing the music listening experience
• Changes in music consumption over time

Premium Data sets:

 Health & Pharma

• Expanded Health Management insights, covering:
• Fertility and family planning
• Likelihood of receiving an RSV vaccine
• Presence of hyperkalemia
• Usage of weight loss medications
• Broadened response lists for:
  • Medical appointments attended in the last 12 months
  • Eye and skin condition management

Politics & Advocacy

• Expanded perspectives on health policies, taxes, foreign affairs, and immigration, including: 
• Repeal of Obamacare 
• Renewal of Trump tax cuts 
• U.S. presence in NATO 
• Tariffs on imports 
• Policies on undocumented immigrants 
• Trusted political parties on key issues, such as: 
  • Immigration, foreign policy, environmental regulations, education, crime, and public safety 
• Voting behavior in the 2024 election, including candidate choice and voting method 

Age Group & Household Income Enhancements

Based on valuable client feedback, Resonate has enhanced our Age Group and Household Income attributes to provide greater granularity and improved insights.

What’s Changing?

The Age Group category has been refined, with the 45-54 segment now divided into 45-49 and 50-54. We’re refining age brackets to allow clients to better segment audiences under 49 and above 50. The 18 to 49 market is particularly valuable for research and media strategy, and these updates will help you further leverage Resonate data to drive business outcomes.

The Household Income attribute has been expanded, with the $150K+ category now segmented into $150K-200K, $200K-250K, and $250K+.

The new age group and household income attributes will already be updated on your Demographics and Audience Comparison curated reports. If you want to use the new more granular attributes in your analysis learn more about how to easily update that Analytics report here.

The original age and household income attributes will no longer be available for new audience creation within the Ignite platform. However, to ensure continuity, audiences previously created using these older attributes will remain intact and will not impact historical data and reporting. Please note that these older attributes cannot be used for new audience creation - only the newly updated age and household income attributes will be available moving forward.

If you have any questions or need assistance, please feel free to reach out to your Resonate Customer Success Manager.

Additional Information

To view the complete list of newly added attributes for Wave 2406, please click HERE.

Inactivated Attributes and Suggested Replacements

For USCS Wave 2406, we have inactivated or deprecated 126 previously available attributes. Please click HERE for a complete list of attributes that have been inactivated or deprecated with USCS Wave 2406 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 2406, 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.

W2406 Field Dates

Wave 2406 of our U.S. Consumer Study was fielded from November 19, 2024, to January 6, 2025.