Mobile telephony has experienced explosive growth worldwide recording impressive growth rates. But perhaps the most striking aspect is the impact it has had on society, particularly among young adults. This study explores the uses and preferences of Latino cell phone users between 18 and 25 years old by means of a mixed method approach to discover consumer archetypes. The study suggests 3 types of consumers, namely traditional, musical, and heavy user. The results show this consumer segment might become an attractive niche for telecommunication companies in the region.  
