According to recent research, the amount of time Poles spend on the internet rose by 40 percent in 2010.

The results of the findings were published in Gazeta Prawna today. And whilst television still has the edge in most families, experts are predicting that the internet will soon take the lead, a situation that has already occurred in France.

Research shows that the average Polish household watches television 3 hours and 42 minutes daily, whilst internet use has risen to 2 hours and 40 minutes.

Advertising companies have been swift to capitalise on current trends. According to analysis by Deloitte consultancy firm, the net has already become the third most important advertising arena in Poland, five times the strength of its standing five years ago.

The internet advertising market had an approximate worth of 997 million zloty (250 million euros) in 2010. (nh)