Smartphones are increasingly present in day by day of people s life, the market is always releasing new models and the trend is that people are increasingly embedded in this universe. The study of this very important issue, seeks to understand the relationship between consumers and their smartphone devices. Concepts such as extended self, reference groups, cultural influence, lifestyle and motivation helped to give a direction to this study. The chosen concepts facilitates the understanding of the influences that individuals are subject to consume or use their devices. The paper presents relevant information to companies in this market and researchers who are interested in deepening the proposed theme.