The objective of this research was to gain a deeper understand-ing of the drivers and barriers to consumer acceptance of mobilemarketing and thus determine the critical success factors for mar-keters adopting mobile and QR Code marketing approaches. It alsoaimed to discover how smartphone technology has changed theway people use their mobile handsets and the implications this hasfor how marketers should harness the evolving potential of thischannel. Overall, the findings indicate that as smartphone usage inthe UK rises, increasing numbers of consumers are relying heavilyon their handsets for communication and internet access, and that