Since Ministry of Transportation and Communication of the DGT put ¡§liberalization of telecommunications¡¨ into practice in 1997, the development of the mobile phone industry has been 7 years. The sales volume is affected by brand, function, specification, and service of system proprietor. Moreover, the available distribution channel and the execellent after-sales service have played an important role in it. In other words, according to the replacement of mobile phone, the influence of distribution channel is more important than before. Because the real channel is the biggest part of the mobile phone industry, this study wants to research demographic and lifestyle of consumers in this field. This study adopted the research of questionnaire as study method. The target of this study is consumers who have purchased mobile phone in Kaohsiung area, and the field of this study was concentrated on demographic and lifestyle of consumer behavior. The valid questionnaire volum is 551. This study used SPPS software to access factor analysis and cluster analysis to get the lifestyle data of consumers, and then it used Chi-square test to examine the influence between the demographic and lifestyle of consumers and consumer behavior. If the examination is remarkable, it would go a step further to show the distribution of sample frequencies. By this way, we would know where the difference is.According to this study result, it shows that different gender, years, occupation, and disposable income would have the remarkable difference with consumer behavior. It meant that the consumer characteristics had influenced the purchasing behavior of mobile phone. Therefore, the distribution channel should consinder more about consumer characterstics to decide its strategy. Moreover, different lifestyle would have an impact on purchasing price and choice of purchasing place. It meant that distribution channel could aim the distinguishing feature of different group to choose unique product and business modle. It would help to satisfy the need of different group and to create distinctive position of market.