More mobile ads seen via WiFi

This story seems almost inevitable to me, although it's been covered in fairly excitable terms elsewhere. Mobile advertising company AdMob says 8% of all advertisements it delivered to UK mobile devices in November were served via WiFi rather than over a conventional mobile network. That's up from 4% in August, with over half of the ads coming from Apple iPhone users. It's a similar story in the USA. [AdMob report (pdf)]