Advertisers who consider using inserts as just another part of their media mix or just as a place to offer a coupon may want to think twice about the importance of the medium. According to new research from Vertis Communications, people are less reliant upon television to spur their purchasing decisions and instead are looking toward inserts to help make up their minds. According to the most recent survey of 3,000 American adults, only 22% listed television as the main influence in making their purchasing decisions, down from 30% in 1998. Conversely, those who cited inserts rose a similar amount, from 19% ten years ago to 27% now. Additionally, consumers are more informed when it comes to making purchases, using inserts as a research tool. Approximately 57% of consumers said they used advertising inserts as a research tool, 50% cited the Internet and 38% used catalogs, according to the survey.