Like most of the world, mobile advertising in general is surging in consumer adoption and usage.  Nowhere is that more apparent than in the U.K, where a new report suggests the mobile adverting market grew by an estimated 32% during 2009 alone.

Research published by the Internet Advertising Bureau UK (IAB UK) and PricewaterhouseCoopers (PwC) reveal mobile ad spend beat expectations last year, reaching £37.6 million, with “entertainment & media” and “telecom brands” being the biggest mobile advertisers.

The report found that despite a major cutback in traditional marketing spend — including digital advertising — mobile media grew at a faster rate than expected due to its “exceptional targeting, immediacy and return on investment.”

In terms of mobile ad-formats, both paid-search and display performed above expectations, according to the research.  Mobile search grew more than a third year on year – up 41% to a new high of £20.2 million and a market share of 54% (50% in 2008).  Mobile display — which includes banners, text links, tenancies pre- and post-roll and in-game — grew by 24% to £17.4 million and a market share of 46% (50% in 2008).

Though some would argue that U.K.’s mobile ecosystem is more advanced than in North America, a similar uptick in mobile ad-spend and consumer adoption is being seen on this side of the pond as well, indicating that no matter the advancement of mobile devices and methods, mobile advertising is here to stay.