International Journal of Asian Business and Information Management, 6(2), 33-49, April-June 2015 33 Copyright © 2015, IGI Global. Copying or distributing in print or electronic forms without written permission of IGI Global is prohibited. ABSTRACT Recent development of mobile phones is very interesting as the new generation, known as “smart phones”, offer highly attractive features. The main advantage of smart phones is the ability to connect to the Internet from anywhere, consequently enabling them to remain continuously in touch with their social networks. This paper discusses how consumers in Brunei Darussalam (Brunei) responded to the survey of smart phones. A Theory of Reasoned Action Model is used to understand customers preference in choosing a specifc product over the other. To assess the use of smart phones, the authors conducted surveys with consumers, stressing on product preferences, consumption behavior of smart phones, as well as opinions on the functionality of smart phones. The smart phone market in Brunei is dominated by the younger generation who is less sensi- tive towards price. In terms of usability, consumers prefer smart phones more than tablets or other mobile devices, the reason for their preference being the superior functional features which exist in smart phones. Revealing Customer Behavior on Smartphones Mohammad Nabil Almunawar, School of Business and Economics, Universiti Brunei Darussalam, Bandar Seri Begawan, Brunei Muhammad Anshari, Universiti Brunei Darussalam, Bandar Seri Begawan, Brunei Heru Susanto, Universiti Brunei Darussalam, Bandar Seri Begawan, Brunei, Tunghai University, Taichung, Taiwan, & The Indonesian Institute of Sciences, Jakarta, Indonesia Chin Kang Chen, School of Business and Economics, Universiti Brunei Darussalam, Bandar Seri Begawan, Brunei Keywords: Android, Brunei, Customer Behaviour, Internet, iPhones, Reasoned Action Model (RAM), Smart Mobile Devices, Smart Phones, Web 1. INTRODUCTION Recent advancements of information and com- munications technology on mobile communi- cation has changed the way people interact, communicate and perform their daily activities. The so-called smart mobile devices or smart phones are replacing the old cell phones. The shift in favourability towards smart phones has caused major players of cell phones such as Nokia to lose market; new players such as Apple (iPhones) and Samsung (Android phones) have come out victorious in this new battle in communications technology. Smart phones are very handy. Although it cannot replace all the functionalities of desk- tops or laptops, most of the useful personal applications can be performed by smart phones. Unlike a desktop or a laptop, a smart phone can be carried around conveniently, either as a device for communication, recording, playing or to some extent manipulating sounds, images DOI: 10.4018/IJABIM.2015040103