4. Findings and discussion This section reports the findings from this research, and discusses to extent to which they concur with or differ from earlier research. The first section, uses of mobile technologies, provides a context for subsequent sections by characterising the frequency of use of mobile phones for a range of activities. The second section,consumer attitudes towards mobile marketing approaches, both captures 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 on aspects of permission in the context of text messages, whilst thefourth section focuses on attitudes towards mobile website content. Finally, the fifth section focuses on the use of and the factorsthat affect the adoption of QR codes.