As pull technologies, QR codes have considerable potential to supplant text-based mobile marketing communications and help organisations to overcome consumers’ negative attitudes to wards mobile marketing communications. The findings from the research into QR code awareness and acceptance drivers suggest that consumers respond more positively towards QR code marketing than they do towards SMS marketing approaches, because they feel more in control. The primary use of QR codes is to access information on mobile websites, but there is some evidence that consumers are also using QR codes to access games, discount vouchers, competitions and other advertising. Most QR code accesses are in the street or at home, and consistent with this the two most scanned media are magazines, and outdoor adverts or posters. QR code users are relatively positive about continued use, but value ease of use,information/content and discounts; certainly users are motivated by the benefits that they perceive scanning a QR code to deliver.Non-users agreed on the value of information, content and incentives, but faced barriers arising from older technology, and lack offamiliarity with QR codes and their potential benefits.