72 страниц. 2011 год. LAP Lambert Academic Publishing With rapid changes in technology life has drastically changed. Now the standards for necessity and luxury have changed. Many luxuries are now pointed to be a necessity. Mobile phone once would have been a luxury but is now a need of the time. It has been in use by every age group, whether old or young, man or women. Its consumption patterns are questioned by all. Young generation has been witnessed using it every where and every time. Though it has created ease in life yet it has left some negative impacts on its users. This study also aims to unveil the hidden costs of mobile phone usage. The target segment for the study is university students. This segment is most prone to mobile usage and is the target audience for all marketing efforts by telecom companies. So studying youngsters would cover the main chunk of market. Results are interesting.