A metrics report by Millennial Media has found the entertainment industry leads in mobile spending, coming in first before telecommunications, Web portals and dating sites Media Post reported.

The report shows that the entertainment sector reaches almost three quarters of mobile users through advertisements, totaling roughly 44 million Americans.

The highest percentage of spending was done by movie studios, which count on mobile advertising to attract audiences during the Summer blockbuster season.

The findings show a gradual shift to advertising on mobile sites, with a 10 percent increase in mobile ads being posted last month. The June release of the iPhone 3G is also being attributed to surges in the mobile advertising market.