As the competition among cell-phone manufacturers becomes fierce, they give more importance for the consumers' preferences of cell phones. In this study, using data collected from a sample of 378 young consumers, we explore the most important features and factors of cell phones. The study reveals that "battery duration," "voice quality," "duration of charging," and "design image" are the most important features for young consumers. In addition, seventeen factors were derived, which accounts for 70.23% of the total variance. We conclude with recommendations for future research.