This work has the objective of identifying the main differences in purchasing behavior of smartphone consumers who acquire their device in traditional retail and in virtual stores. To fulfill this objective, a bibliographic research was made for theoretical basis and to define the concept of smartphone product. Besides that, a field research was conducted via a questionnaire available online and 100 valid answers were collected. The data obtained was analyzed using descriptive statistics in order to trace consumers’ profile and identify the factors that has major influence in their purchasing decisions.