Could we consider consumption practices as a social phenomenon? This paper deals with norms, as a new avenue of research, which emerged during the social trajectory of mobile phone in France (diffusion and appropriation). To this aim, we shall focus on different uses which spread out. Consumption norms have a triple growth: birth, stabilization and transformations. The mobile phone case in France will help us to reveal the normative construction in consumption. This approach is trying to complete a more classical point of view in economic sociology, which often analyses supply mechanisms. On the demand-side, the relational dynamics, which supports and enriches normative construction, will be also emphasized.