The high penetration of mobile devices in recent years along with the ubiquity of mobile technology has created a unique opportunity for marketers to engage with their customers. The ability to advertise goods and services in a time, location, and personalised manner has made mobile advertising the centre of attention in the business world. However, as consumers spend more and more time on their mobile devices, marketers have struggled to exploit this channel effectively to communicate with their target customers. Although studies have been conducted in this area, there is still some uncertainty with regards to what consumers' attitudes are towards mobile advertising. This is particularly the case in Ireland, where little research has been done in this area to date. Hence, this research explores through quantitative analysis some of the key factors believed to affect consumers' attitudes and behaviours towards mobile advertising. The goal is to bridge the knowledge gap regarding how consumers' feel and behave towards this advertising channel in Ireland and to provide the industry, academia and the general public with valuable insight about consumers' attitudes towards mobile advertising in Ireland.