Advertising inserts have surpassed television to become the most influential media for consumers, based on research findings released by the marketing services firm Vertis Communications.

Twenty-seven percent of adults indicated they look for information in advertising inserts as part of making a purchase decision. That's up from 19% ten years ago.

Television advertising is no longer the main influencer in purchasing decisions, according to Vertis. TV ads are now the main influencer for 8% of consumers, compared to 22% in 1998.

Other research findings indicate that women have become more involved in the decision making process for purchasing home electronics products. Back in 1998 about 69% of women 18 to 24 participated in such decisions, but as of this year 91% report being part of the process, says Vertis.