Despite the importance of understanding consumer prefer-ences, there has been little prior research on consumer attitudestowards mobile marketing communication in the smart phone eraor on the use of and the factors that might influence the adoptionof QR codes. In addition, it is evident that marketers are still strug-gling to harness the mobile channel and QR codes for optimumengagement. Accordingly, the aim of this research is contribute tounderstanding of consumer attitudes to mobile communicationsmarketing, by undertaking an exploratory study to characterise thesituation. More specifically, the objectives of this study are to: