This study aims to analyse the influencing factors on the consumption of mobile devices amongst low-income consumers. The following aspects explored: consumer behaviour and the buying process, low-income consumers, the influence of social class, the retail sector and, finally, mobile phone usage amongst low-income citizens. To complement this study the author carried out interviews with five low-income consumers from a favela in Rio de Janeiro. The author then carried out quantitative research through a questionnaire with the intent to understand and describe the behaviour of low-income consumers and the influencing factors on the purchasing process. Results show that smartphones are popular among low-income youth, and they use these electronic devices as tools for communication, recreation, and work. The research also shows that this type of customer is not solely concerned with the price of a product, but with its quality as well.