Global Survey Shows How Boredom, Entertainment, and News Drive Social Media Use Worldwide

Social media has become an inseparable part of modern life, shaping how people connect, learn, and even cope with boredom. But have you ever stopped to ask why people actually use it? A recent global survey by NP Digital in November 2025 offers clear answers — and the results might surprise you. From killing time to catching up with friends, entertainment, and news updates, the study reveals what truly drives billions of users to scroll, swipe, and engage daily. For marketers and brands, understanding these motivations is the key to crafting content that resonates, engages, and converts in today’s attention economy.

This chart from NP Digital (November 2025) breaks down why people use social media, based on responses from 3,801 individuals across 22 countries.

Here are the key insights:

• Boredom (39.4%) tops the list — most people turn to social platforms simply to fill downtime.
• Seeing what’s new with friends or family (31.7%) and entertainment (30.5%) follow closely, showing how social media remains a powerful mix of connection and distraction.
• News (22.8%) and live streams (19.7%) highlight that users increasingly treat platforms as real-time information sources.
• Interestingly, sharing one’s own content or life ranks lowest at 4.1%, suggesting that most users are consumers, not creators.

What This Means for Digital Marketers

If you’re crafting campaigns, this data is gold. The fact that boredom and entertainment dominate means your content must be engaging, quick to consume, and visually appealing. At the same time, with nearly a quarter of users seeking news and learning, value-driven and educational posts can still capture strong attention.

In short:

• Focus on short, entertaining content for reach.
• Use community-driven updates to maintain engagement.
• Offer insightful, educational posts to build trust and authority.

Social media isn’t just about being present—it’s about understanding why people log in and meeting them there with purpose.

This data isn’t just interesting—it’s actionable. Knowing that most users turn to social media out of boredom and a desire for entertainment means brands must prioritize captivating, easy-to-digest, and visually engaging content. At the same time, the significant share of people seeking news and educational value shows that there’s real opportunity for authority-building posts that inform and inspire.