4.4.3. QR Code non-usersFrom 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.Notwithstanding, when presented with a list of some of thepotential benefits of QR codes, respondents were able to identitywhich they would value and find useful (Table 8). Again, enteringcompetitions was not a popular benefit, but on the other hand 73%of responses were in favour of accessing discount vouchers and61% agreed that they would scan a QR code to buy tickets or sign apetitionThe following factors were influential in the decision to scana QR code in the future: obvious benefits, institutional trust, per-ceptions of security, perceived ease of use and experiencing ademonstration of the technology (Table 9). This later point is con-sistent with Rai, Ravichandran, and Samaddar (1998) assertionthat the adoption of an innovation is a learning or communicationprocess, and it is therefore to be expected that non-users mightappreciate some support in this process. This set of responses dif-fered from those from respondents who had scanned QR codes;they were more concerned about pausing to read information andhad a preference for scanning QR codes at home rather than inpublic. Also, peer influence was not a strong incentive with mostrespondents tending not to agree that they would be more likely toscan a QR code if they knew their friends were using them (Table 9)5. Conclusion5.1. ContributionThe 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 thatin areas such as mobile website design and content (including apps)consumer expectations are increasing dramatically.There has been limited previous research on consumer attitudestowards mobile marketing in the smartphone era, and hence thisexploratory study offers some useful insights which could informboth practice and research. In relation to mobile marketing, thefindings of this study both confirm and extend previous research.The negative attitudes towards mobile marketing identified in ear-lier studies based on earlier technologies, persist in the smartphoneera. Users continue to view their mobile device as personal, andview text messages from companies as intrusive, and often deletethem. The exceptions are text messages concerning mobile ticket-ing and alert/reminder services, which they presumably regard asuseful. Even text messages regarding incentives that were foundto be acceptable in earlier studies such as discounts, competitionsand gifts are unwelcome. Respondents were concerned about trust-ing a company with their mobile phone number, but would behappier to receive mobile marketing if they felt they had morecontrol, through, for example, opt-out options. Trust in a companyis significantly impacted by the appearance, entertainment, valueand functionality of a mobile website. Smartphone users felt morestrongly about delivery in these areas than users of older technolo-gies; expectations are increasing.As pull technologies, QR codes have considerable potential tosupplant text-based mobile marketing communications and helporganisations to overcome consumers’ negative attitudes towardsmobile marketing communications. The findings from the researchinto QR code awareness and acceptance drivers suggest that con-sumers respond more positively towards QR code marketing thanthey do towards SMS marketing approaches, because they feelmore in control. The primary use of QR codes is to access informa-tion on mobile websites, but there is some evidence that consumersare also using QR codes to access games, discount vouchers, com-petitions and other advertising. Most QR code accesses are in thestreet or at home, and consistent with this the two most scannedmedia are magazines, and outdoor adverts or posters. QR code usersare relatively positive about continued use, but value ease of use,information/content and discounts; certainly users are motivatedby the benefits that they perceive scanning a QR code to deliver.Non-users agreed on the value of information, content and incen-tives, but faced barriers arising from older technology, and lack offamiliarity with QR codes and their potential benefits.5.2. RecommendationsThis exploratory study has offered a range of insights into a vari-ety of aspects of consumers’ attitudes towards mobile marketing