4. Findings and discussion This section reports the findings from this research, and dis-cusses to extent to which they concur with or differ from earlierresearch. The first section, uses of mobile technologies, provides acontext for subsequent sections by characterising the frequency ofuse of mobile phones for a range of activities. The second section,consumer attitudes towards mobile marketing approaches, bothcaptures attitudes to being contacted by companies via a mobilephone, and attitudes regarding the acceptability of different typesof text message. The third section focuses more specifically onaspects of permission in the context of text messages, whilst thefourth section focuses on attitudes towards mobile website con-tent. Finally, the fifth section focuses on the use of and the factorsthat affect the adoption of QR codes.