The population increasingly owns mobile devices and uses them daily for the most diverse purposes. Marketers can interact with the consumer in a more personalized way and under any circumstance due to the connectivity of the various devices that the individual owns and motivated by the evolution of mobile technology. This study aims to identify the determinants that influence the attitude towards mobile marketing and, consequently, the Iberian consumer’s purchase intention. Considering the determinants obtained in the literature review (trust, perceived ease of use, security, privacy, and complexity), it was decided to carry out a quantitative analysis using a questionnaire to Iberian consumers (N = 73). Non-probabilistic convenience sampling was used. The results obtained from the study indicate that the variables that most influence attitude towards mobile marketing and purchase intention are trust and privacy. It was not possible to verify perceived ease of use, security, and complexity as factors influencing attitude and purchase intention. This study aims to provide a better understanding of the Iberian consumer and their connection with mobile marketing, making it relevant to the educational field, researchers, and the business community.