From the 109 respondents who had not scanned QR codes, theresults showed that a lack of technology (40%) was the main barrierfollowed by lack of awareness of benefits involved (33%). Therewas also some resistance to pausing to access information from amobile handset (27%). It was also perceived that not having beentaught how to scan a QR code was also a barrier (23%) As Nysveen,Pedersen, and Thorbjornsen (2005) suggest the personal motivesfor media consumption range from the utilitarian (functional) tothe non-utilitarian (entertainment, social status, enjoyment). Lackof awareness of benefits often leads to non-use of QR codes.