Purpose-Mobile communication has become an integral part of people's lives in recent times. Consumers' purchasing behaviors have been found to be infl uenced by their attitudes towards mobile advertising. This study explored the usability of lifestyle segmentation to fi nd diff erences among consumers and assessed the relationship between consumers' attitudes toward mobile advertising. Design/Methodology/Approach-The study is based on primary data collected through a survey questionnaire on a consumer sample in Pakistan. The study surveyed 166 respondents and categorized them into three diff erent lifestyle groups: self-indulgents, experiencers, and traditionalists. Factor analysis and cluster analysis techniques were applied on the data to identify lifestyle segments, whereas a one-way ANOVA test was used to fi nd signifi cant lifestyle diff erences among mobile device users as regards their attitudes and behaviors towards mobile advertising. Findings and implications-Signifi cant statistical differences were found among lifestyle segments in terms Sažetak Svrha-Mobilna je komunikacija postala sastavni dio života ljudi u novije vrijeme. Ustanovljeno je da su kupovna ponašanja potrošača pod utjecajem njihovih stavova prema mobilnom oglašavanju. Istraživanje je ispitivalo iskoristivost segmentacije na temelju životnoga stila za pronalaženje razlika među potrošačima i procjenu odnosa između stavova potrošača prema mobilnom oglašavanju. Metodološki pristup-Istraživanje se temelji na primarnim podatcima prikupljenim putem anketnih upitnika na uzorku potrošača iz Pakistana. Ono je obuhvatilo 166 ispitanika i razvrstalo ih u tri različite skupine prema životnom stilu: lagodni, iskustveni i tradicionalni. Primijenjene su faktorska i klasterska analiza kako bi se identifi cirali segmenti na temelju životnoga stila, a analiza varijance korištena je za pronalaženje značajnih razlika među korisnicima mobilnih uređaja prema njihovom životnom stilu, u odnosu na njihove stavove i ponašanja prema mobilnom oglašavanju. Rezultati i implikacije-Značajne statističke razlike pronađene su među segmentima životnoga stila u od