Following last year’s high level of interest, the agency Pioniri and research company Smart Plus Research present the ninth edition of their study on the digital habits of social media users in Serbia: Social Serbia 2025.
Once again this year, we know what was scrolled, liked, and skipped, thanks to comprehensive research conducted during June 2025. On a representative sample of 1,000 respondents from Serbia’s online population, aged 12 to 65, data was collected and processed into clear segments covering platforms, content, influencers, artificial intelligence, and user behavior on social networks.
A free version, shared with the industry by Pioniri and Smart Plus Research, can be read at the provided link. Those interested can order the full report on the same page, which includes the complete list of questions, results segmented by target groups, and detailed analysis and interpretation, via the contact form.
What we most often choose from the menu, how and how much we consume, and on which platforms – all of this is revealed in the latest data. From the most popular devices and apps, to behavior on Instagram and TikTok, trust in influencers, and preferences when it comes to podcasts, music, and streaming services – every recipe has been tested. Below we share a few key findings.
This year’s results confirm what we all feel – users’ digital habits are becoming faster, more superficial, and more fragmented. TikTok continues to grow, but Instagram still holds the role of the main stage for everyday content. Facebook is increasingly losing younger audiences, while new generations are migrating to new formats and unpredictable algorithms.
At the same time, trust in influencers is declining – we watch them, but believe them less and less. Artificial intelligence is entering everyday use, though with a dose of scepticism and caution. Scrolling sessions last longer, attention spans are shorter, and expectations from content are higher than ever. In short: users want everything, instantly, and effortlessly.
