Abstract: Smartphone is the telecommunications media that support the changing of technology development and the users growing very rapidly as the number of smartphone companies increasing. The differences on the list of company market leader in Indonesia and in the world shows the different criteria that required by smartphone users in Indonesia and in the world. Since customer’s needs and wants are different and always changing, the smartphone producers have to be sensitive to these changes and due to a very tight competition. The aim of this research is to test the factors inside modified UTAUT2 model; Performance Expectancy, Effort Expectancy, Social Influence, Facilitating Condition, Hedonic Motivation, Price Value, and Habit, that influence the Behavioral Intention and also whether age, gender and income are affecting the factors inside modified UTAUT2 model in the context of Smartphone in Indonesia.