The total number of ads served on the BuzzCity network was 12.8bn in Q2 but the number of ads served to UK mobile users was 191m during the period, compared to 229m the previous quarter.

The figures were revealed in BuzzCity’s latest Global Mobile Advertising Index, which indicated the growth in mobile advertising was driven mainly by demand in emerging markets.

Indonesian mobile users generated 4.3bn ad requests in the quarter, making it the top-performing market on the network. India ranked second in the study with 2.2 billion ad requests generated during Q2.

The USA, South Africa and Vietnam also ranked among the top-five markets for mobile advertising, according to the study, with the UK ranking as the eigth most popular market, below Canada and Kenya.

Sports brands such as Adidas and Puma also increased their mobile advertising activity during the quarter in preparation for the FIFA World Cup hosted in South Africa, according to BuzzCity.

The Global Mobile Advertising Index tracks activity across BuzzCity’s network which grew by over 25% to 2,500 publishers during the period.