Insert me with your influence

In a very poorly worded description of a recent study, BIGresearch lays out what they found in terms of what/who influences buying decisions on a variety of consumer categories:

Electronics
1. Word of mouth
2. Read Article on product
3. TV/Broadcast
4. Newspaper Inserts
5. Internet Advertising

Groceries
1. Coupons
2. Newspaper inserts
3. Word of mouth
4. In-store promotions
5. TV/Broadcast

When I was working for a large Internet/media company (which rhymes with "Bay-Oh-El"), people talked about how we needed to find a way to replace the newspaper insert as a form of communicating about products. I used to blow this off as bullshit - who reads those dumb insersts anyway, right? Well, apparently a lot of people do. But word of mouth...now, there's an idea...