I'd suggest that people go where people are. They probably do want life and would likely be happier if they were interacting with other real live people. But our society is increasingly fragmented with people with good jobs being forced to work all the time and people with bad jobs being forced to work irregular hours and the people with stable reasonable jobs shrinking. This is probably just one factor that leads people to try to socialize online and thus seek a simulacrum of authentic experience which leaves them lacking often in comparison to what a real life experience would be. People who are seeking utility or information through the Internet are less inclined to desire distractions, but people who are seeking distractions or entertainment are probably more inclined towards shiny. The challenge we face is that all human activity is being pushed into the domain of a surveillance panopticon house of mirrors where even people seeking to interact with other people face to face are required to participate lest they be disinvited. This is specific to things like Facebook groups and events to coordinate activities. But yeah advertisers do follow people and they also help corral people by feeding social media companies into places so they have a captive audience.