Abstract
The use of mobile in Pakistan is growing with fast speed. Pakistan ranks fifth in Asia in mobile phone users as more than hundred million people are using mobile phones in the country. The youth is playing a vital role in adopting the ways towards the advancement of technology. Mobile youth market in Pakistan is saturated. The objective of this study is to investigate the preference of brands, network providers and purchasing features, account recharge, calling and text patterns of the students in University of Sargodha. For this purpose questionnaire was designed to collect the data from the sample size of four hundred respondents (students). Simple random sampling technique was used for this purpose. From this study we conclude that majority of respondents have started using mobile phone at the age of eighteen. Nokia brand is the most favorite brand and students mostly prefer moderate price while purchasing a cell phone. Mobilink is the preferred connection and considered as status symbol. Most of them weekly recharge their account and use easy load as medium of recharge. They make/receive 0-10 minutes calls and send or receive 31-100 text messages per day.