Latin is used more often. I'll give you examples. Among the 9 news dailies in Belgrade (Politika, Danas, Večernje novosti, Blic, Kurir, Alo!, Informer, Naše novine and 24 Sata) only 2 use the Cyrillic script (Politika and Večernje novosti). However Politika has a Latin version on its online version (You can choose Latin or Cyrillic) and Večernje novosti uses only Latin in its online version.
Among (the nationally broadcasted) TV stations, only one uses Cyrillic (Radio Television of Serbia/ RTS) since it's public-owned. Prva, Pink TV, Happy TV and B92 are private-owned TV networks and use Latin.
Other TV stations that are broadcasted regionally and locally predominantly use Latin.
In marketing, almost all companies use Latin. Not to mention that foreign companies never use Cyrillic.
In the social networks (facebook, twitter, Youtube, etc.) the majority of Serbs (About 95%) use Latin. It's visible in their Youtube comments and Facebook accounts.
Latin is more popular because it's more modern and convenient. There is a minority of nationalists and traditionalists in Serbia, though, which don't like to use Latin at all. But even those people get forced to use it especially when using technology (cell phones, computers...).
Official papers are normally in Cyrillic since it's the official script. In passports your personal information (name, place of birth, place of residence, etc) is printed in Latin but everything else is in Cyrillic and English. ID cards are in Cyrillic but you can order one in Latin. All government websites (ministries, agencies..etc) have both Cyrillic and Latin (and English) options. Government paperwork (say application forms) are available in Latin and Cyrillic. You choose either.
Street signs are either in both Cyrillic and Latin or in Latin only. Shop signs can be in any, but of course much more in Latin. Books published by Serbian writers are mostly in Latin, as it allows them to sell them in Croatia and Bosnia. In supermarkets, products are labelled in Latin. TV commercials are all Latin. Restaurant menus are in Latin.
Did I miss anything?