also identified location as being an important consideration as towhether consumers chose to scan a QR code. Table 6 shows that inthis study the most frequently cited location for accessing QR codeswas ‘in the street’ with 58% of responses, followed by ‘at home’ with 56% of responses. Responses to ‘other’ were: hotel (2), on a plane, atuniversity, in a lift, at an exhibition, and at an event. There is somedebate about whether consumers feel self conscious about scanninga QR code in the street or in public), but on thebasis of the use statistics in Table 6, there is no evidence of suchconcerns amongst these UK consumers.