The current study categorized consumers' lifestyles, and analyzed their attitudes towards smart TV advertisements and differences in intention to use based on this. In order to classify the consumers' lifestyles, measuring tools were composed based on the existing relevant precedent studies, and four categories were categorized including consumption characteristics, work and leisure, innovation tendency, and positive media usage levels. As a result of study, three groups were categorized including ‘positive innovative consumer’, ‘economical consumer type using leisure time’, and ‘prudent consumer focused on work’ for the consumer lifestyle. Three types of groups drawn from this study displayed different attitudes and behaviors in relation to attitudes towards smart TV advertisements and the intention to use. Based on these findings, we discussed actual applicability of the categories through lifestyles.