The purpose of this research was to study the consumer selection behavior of applications on smart phone and tablet. The samplings of 400 people were selected to collect data by using questionnaire. The statistical techniques employed were percentage, mean, Standard Deviation (S.D.), t-Test, One-Way Analysis of Variance. Most of samples were female, aged between 20-29 years old, with bachelor’s degree, average income between 20,001-50,001 baht per month, and employed by private company, owned smart phone only, used Apple (iOS) as the primary operating system for applications using, and did not modify operating system by purpose of using paid applications for free. Most of the respondents rated high on of decision criteria, particularly, advices from close acquaintances who had experience on application as the most important criteria. Furthermore, they rated high on the use purposes as important factors; particularly, convenience for daily life usage was received the highest score. Varieties of application were rated as moderate factors in application selection. Social Networks was rated as the most important application type smart phone and tablet. Result from hypothesis tests showed that gender, age, education level, income, possession of smart phone and tablet, primary operating system for applications using, and modification operating system by purpose of using paid applications for free had significant relationship with selection behavior of applications on smart phone and tablet.
